The internet is a huge business and its constant and significant growth attracts more and more businesses to be online. In 2004, online sales reached $117 billion (www.comscore.com with more than 812 million internet users (www.internetworldstats.com/stats.htm). All these internet users are potential customers and it is essential to exploit such an opportunity.
However promotion is crucial, not only to increase traffic. A basic principle is: if people do not know you, they can not buy anything from you. With the incredible increase in the number of existing websites, it is likely that you may not be noticed. The internet not only gives you the opportunity to sell online, it also enables to advertise online and the advantages are numerous. However, there is a trend to forget offline advertising and its benefits as it is generally more expensive, indeed not affordable, especially for small businesses.
This paper deals with the importance of integrating both online and offline advertising when running an online business in order to run an effective campaign which will generate traffic, sales and increase profits.
It first briefly describes what is considered as online and offline advertising and then goes on to discuss the importance of combining the two methods.
Online advertising corresponds to advertising done on the web or through emails. It consists of search engines and directories, banners, pop-up, emails, newsgroups, affiliate programmes, viral marketing and the content of the websites. Some of these elements exist with variations. For instance, banners can be static, animated or interactive; emails can be in the form of a text or a combination of text and animation....
Offline advertising (or traditional advertising) is a diverse arena. In short, I consider offline advertising as communicating through the mass media that is to say TV (local, national...), radio (local, national), print (local,