As a marketer, going all-in on digital can seem like a safe choice. After all, 72% of marketers say digital campaigns are easier to measure than traditional channels. But is digital alone actually what’s most effective?
This week, Elena, Angela, and Rob are joined by SVP Partnerships Jordan Mauer to discuss the ideal balance for online and offline channels. Jordan’s marketing experience includes work for companies like US Bank, Visa, NASCAR, and Shutterfly. And he has strong feelings about the importance of offline channels, including TV advertising, for growing a business.
Topics covered:
- [01:30] Digital vs offline channels for brand-building
- [06:30] Why marketers’ bias is usually toward digital
- [07:30] The limitations of online advertising
- [09:45] The biggest barriers to testing offline channels
- [14:00] How to test offline on a budget
- [16:00] Introducing Misfits & Machines!
To learn more, visit
marketingarchitects.com/podcast.
Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/digital-offline-marketer-brand-building/2020 Marketing AX Borders Article: https://marketingacrossborders.blog/2020/06/13/why-online-media-is-overrated-as-a-brand-building-channel/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
