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Beyond Niche Marketing

Beyond Niche Marketing

Get more customers. Grow your business.

  • About the Author
    • About the Book
      • Beyond the Niche
  • About Niche Marketing
    • How to Identify Your Niche Market

Online and Offline Marketing Work Better Together

July 14, 2010 by Kathryn Hendershot 4 Comments

Is there a difference between online and offline marketing?  Do they really work better together?

This question was brought up when I received a lovely email from a reader who wrote:

“I took a copy of your book with me on vacation.  It’s so good! I’d love more sections on online stuff though.”

I have to admit, when I was writing the book – I never envisioned it would serve as light beach reading material.

This question illustrates a common misconception that online and offline marketing are entirely different creatures. They’re not.  In fact, online and offline marketing work better together.

Online and offline marketing work better together

Let’s begin with the basics:

Online marketing is the process of using internet-based channels to promote products or services. Offline marketing is be done through traditional advertising, such as billboards, TV commercials, and radio ads.

Online and offline marketing are marketing TACTICS not marketing STRATEGY.

Beyond the Niche covers what you need to do BEFORE you begin engaging in any marketing tactics.  These are the basics you need to create effective advertising messages. Once you have a sound marketing strategy in place, the online and offline marketing are just tactics.

Once you’ve mastered the steps, you can perform the same dance routine to a wide variety of music.  All you have to do is recognize the beat.

Internet Advertising and MarketingOnline marketing

Of course there are big differences between online and offline marketing. In traditional media, the beat doesn’t change dramatically.  On the other hand, the beat is fast, furious and constantly changing when it comes to online marketing.  In 2006, when I wrote Beyond the Niche, MySpace was THE social network. Meanwhile, Facebook restricted membership to college students with an .edu email address.   It took less than 5 years for that to dramatically change.

The online marketing connection points that worked in 2005 (eg. MySpace) were different in 2010 (Facebook).

Want to learn more? Pick up your digital copy of Beyond the Niche for only $9.99 by clicking the button below.
 

Marketing Strategy vs Tactics

Beyond the Niche does mention online marketing specifically.  It addresses how important it is to choose a niche market.  Once you’ve chosen your niche market, then it the time to create a marketing message.  A niche marketing strategy can be as simple as “appeals to young adults age 18-24.” Social media marketing is a marketing tactic.

In 2006, one way to implement your online marketing tactic was to use MySpace.  In 2010, you needed to use Facebook.  Even though the online landscape had changed dramatically, the marketing strategy and tactics did not.  What changed dramatically was where you needed to go to make the connection.

Your marketing strategy should includes the niche market you’re targeting. The marketing tactics are ways you’ll connect with your target audience.  Online marketing and advertising offer millions of options for connecting with your tightly targeted audience. If you haven’t identified your niche market, the options will be overwhelming.

Pick up your digital copy of Beyond the Niche for only $9.99 by clicking the button below.
 

 

Edited for content on 5.12.2022

Filed Under: Beyond Marketing Tagged With: Advertising, advertising and marketing for small business owners, Advertising Effectiveness, Affordable Small Business Marketing Strategies, business marketing strategies, marketing online, online marketing

Reader Interactions

Comments

  1. Email Marketing SF Bay Area says

    July 19, 2010 at 11:36 pm

    I agree that even though the medium is different you are still communicating with the same species: humans. Each medium will use tools that are more appropriate yet the substance of the message remains the same.

    Reply
  2. Matthew Lord says

    July 22, 2010 at 2:43 pm

    Great post Cathy. It is so true that internet marketing is constantly changing. I starting marketing products and services online as an affiliate in 2008, and then game has changed a lot in just 2 years.

    Now that I own my own internet marketing consulting firm, it is even more important to stay up to date with the current marketing trends. I have to make sure that not only am I satisfied, but so are my clients!

    Reply
  3. Ivan says

    September 28, 2010 at 3:56 pm

    Hi Kathy

    Great post,l have been involved in on-line marketing for several years,and must agree that things have changed,you can no longer put up a website with content and load it with google adsense,and expect the money to roll in.

    You now need a well researched profitable niche,good keywords,and structure your website content around your specific keywords,then you need to have a structured marketing strategy in place to bring highly targeted traffic to your website

    Reply
  4. Crismond says

    October 7, 2021 at 2:10 am

    I have learn a few excellent stuff here. Certainly value bookmarking for revisiting. I wonder how a lot effort you set to create this type of wonderful informative web site.|

    Reply

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