For a while, after Internet business and online marketing became huge topics, it was necessary for ad agencies, graphic designers, and other creative vendors to distinguish themselves as “online” or “offline.”
But, in 2014, do these distinctions still matter? And do you actually need separate vendors for online and offline marketing? For huge companies with multiple divisions and advertising campaigns, it might make sense to keep separate types of agencies involved. For smaller businesses, though, there really isn't much need to have separate online and offline marketing partners. After all, it's really just creating more work… not to mention more invoices.
To understand how and why, here are a couple things to remember:
Having one creative team is generally going to be more efficient. You want your team of designers, writers, and other creative professionals to know your company inside and out, and to have a firm grasp not only on what you do, but also where you hope to take your business in the future. That's drastically easier to accomplish if you have a single team with just one or two points of contact than it is if you have multiple vendors who are trying to stay on top of your business plans.
The exception lies in specialty campaigns. Occasionally, ultra-specific types of campaigns (such as distributing leaflets in your local neighborhood, for example) are best handled by niche-type companies. Often, however, these vendors can work beneath, or in conjunction with, your established marketing team for best results.
Except in rare circumstances, the best way to balance online and offline marketing is to work with one creative agency that understands what your real, bottom-line goals are. They can help you devise the best strategies for meeting customers, whether that comes over the Internet, through the mail, or in some other way.
By David A. West Join me on Google+