The Online – Offline Marketing Chasm
I just saw a chart from MarketingSherpa that shows the most important objectives of an e-mail campaign. The findings make sense to a point. Here is the chart showing what is deemed most important in descending order.
I was a little surprised at the difference between the most important e-mail objective (to generate revenue) and the idea of e-mail supporting offline marketing programs. It’s data like this that should create some serious head-scratching amongst marketing executives.
Why? It’s because it shows that the online and offline marketing world are siloed more often than not and that is just bad policy. 25% of the respondents didn’t even think that supporting offline efforts through e-mail was important at all. Huh? Really?! Over the years the Internet marketing community has worked so hard to establish itself that it may be moving toward alienating itself to some degree.
Whether we Internet marketers want to admit it or not there is still a substantial offline marketing world out there that is very effective. One of the great things about the online marketing space is the ability to help make offline channels more efficient and more lucrative. By identifying places where offline marketing spend is being under-utilized or outright wasted we can save money. The areas that are left stand to benefit from the online efforts thus creating a holistic approach to reaching the customer or prospect rather than building fences around the online and offline channels.
If companies are serious that revenue generation is the number one objective for e-mail marketing the idea of supporting every marketing effort, both offline and online, should be a very close second in importance.
Until marketers stop being territorial and actually integrating online and offline efforts fully, success won’t be what it could be. That’s too bad.
How do you view your offline marketing efforts in relation to your online efforts? Are they mutually exclusive? Are they distant cousins or are they joined at the hip?
Let us know in the comments. Thanks.