Marketing is defined in many ways these days. Some define it as simply and as broadly as finding and filling a need. Others have long, specific definitions that define marketing as a relationship with consumers, in which trust is built and satisfaction and value are given. Some simply define, or rather associate marketing with manipulation: getting a targeted group to do what you want, and when you want them to do it. Definitions aside, it is the purpose of marketing that matters more than the definition.

Marketing is needed because of market competition and/or to create a need or demand for any given product or service. There will always be competitors who are trying to obtain the business of the same consumer market as yours. Additionally, the demand or need of a consumer must be incited through marketing, for products that do not have immediately recognized value, the way that food or clothing does. Marketing attempts to create brand loyalty through delivery of product or service value, and the trust of the targeted consumer. Through marketing communications and interaction, you tell the consumer, “this is why you should buy my product or service.” If it’s done masterfully, that message will be communicated without the consumer realizing it: the product or service will have an intrinsic value to them.

Offline Marketing vs. Online Marketing

• The cost of offline marketing is much, much higher than online marketing, especially considering the size and reach. Online marketing will save money for smaller businesses especially.
• There are a lot of options for offline marketing: billboards, magazine ads, coupon ads, newspapers, local radio spots, window ads, direct mail, newsletters, free samples. But, the reach of offline marketing is far less than online marketing.
• Due to marketing localization, online marketing can achieve higher conversion rates within regional efforts. However, offline marketing can be extremely time-consuming, and campaign details must be planned far ahead.
• Consumers are usually able to see, feel and hold the product, and marketers can interact personally. However, there is a lot more manpower needed within any offline marketing effort.

Why Online Marketing is Better
70% of consumers see a product offline, and proceed to research it online. At the same time, consumers will research something online before deciding upon an offline purchase. These are both huge incentives for optimizing online marketing. The reach of online marketing is 24/7, with limitless exposure to your target market. With the help of high quality, effective online marketing and SEM services, your business can be highly visible within search results, optimizing both online and offline conversion rates.

Online marketing does require time to implement and optimize overall, but not nearly as much manpower as marketing offline. However, online marketing can immediately publicize incentives, news, sales, etc. For example, a new sale, discount or trial offer can be posted immediately on a business website. It takes much longer to get this kind of information released to consumers offline.

Perhaps the most valuable aspect of all for online marketing is the available opportunity to track, compare and analyze consumer behavior. This information can be priceless to a business.

In order to save money and time, maximize exposure and conversion rates, and be able to easily track and analyze consumer behavior, online marketing is the best option. Why do online marketing? Because your competition is doing it, and if you do not start soon, you lose your competitive edge.