The question of whether online marketing trumps offline strategies is often treated as a hypothetical one – most marketers have tossed offline by the wayside and placed 100% of their focus on newer (and more successful) online methods.

But is online marketing always the best match for a small business? Let’s first take a look at how online marketing can benefit your business. I’ll also consider the question of whether offline marketing really is antiquated and not worth doing, or if there’s something left in the tank of old school methods.

Deep Dive Analytics

Online marketing can give you an excellent overview of the performance of each and every dollar you spend. Free inbuilt tools on Google Analytics, for example, allow you to set goals and track the flow of your traffic. You can analyse where your audience is exiting your site, which landing pages perform best – and that’s just the start.

Analytical tools allow you to deep dive on the specifics of your business performance, allowing you to tweak and adapt in real time. You can respond to market shifts quickly by viewing the results of complex calculations with just a few clicks.

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