Let us assume you are an entrepreneur who has just launched a business. Only your family, friends, and the neighbourhood know about the opening of your shop. Hence, the sales margin is low, as only the passer-by and known people visit your store.
Therefore, after the launch, you want as many people to know about your business so you start marketing your business. Perhaps, the goal is to increase the return on investment. You must be wondering whether to do online marketing or offline- both are equally needed to create consumer awareness.
What is marketing?
Marketing is the activity of promoting goods and services out in the market to educate and create awareness within the audience. Below mentioned are the three main aspects of marketing activity. One should be able to achieve these three for a successful marketing campaign.
What Are the Three Fundamental Purposes of Marketing?
To capture the audience
As mentioned above, the marketing activities should create awareness within the audience in the target market. Hence, to capture the attention of the audiences, a business would send out leaflets, local newspaper advertising, and increase word of mouth, listing on local business directories, and much more.
Educate the audience
It is the most crucial element of marketing. If this is done right, one can win customers, while a wrong move can pursue the existing ones also to leave.
Therefore, businesses need to strategize their marketing initiative. These actions should educate the consumers on how it is beneficial for them and why they should purchase it from your business.
Furthermore, inform them of the process of buying. Consumers can easily substitute you with your competitors, therefore, it is a must to stay unique and offer valuable and original goods and services to satisfy their needs and wants.
Hence, targeting the right audiences with a meaning communication is the key to a successful marketing campaign.
Convert them into customers
To increase sales, you need to convert the audiences into potential buyers.In this case, you want more visibility for your local business to increase your sales margin. Hence, with your marketing communications, you will have to impact the buyer’s decision-making process in the buyer’s journey. Meaning, if they are convinced your business is trustworthy, less risky to purchase, and value for money- they are likely to visit your shop.
However, providing all the information at once is of no use. Like each set of target audience differs from the other, their need for solutions varies too. Consumers have different touch-points in their buying journey. Hence, a business should offer the right solution at the right time, using the right marketing channel. Below mentioned are the various marketing channels available in today’s time.
What are the offline marketing channels?
- The electronic billboard
- Advertisements on the Television
- Radio advertising
- Print media
- Direct mail
- Business cards
What are the offline marketing channels?
- Content Marketing
- SEO- Search Engine Optimization
- SMM- Social Media Marketing
- SEM- Search Engine Marketing
- Email Marketing
- PPC- Pay per click advertising
- Mobile Marketing
However, these days’ businesses integrate offline marketing with online marketing.