Copywriters like Michel Fortin are predicting the comeback of offline marketing in 2008 but, in reality, it never went away. Of course, there was a time not so long ago when I was writing press ads like there was no tomorrow. All that time spent on ‘creative concepts’ now seems like a lost world.
Display ads are still with us, as are in-your-face news releases in the trade press and crude mailshots by banks trying to persuade us to do all things financial. So offline never went away. It just kind of got lost in the online maelstrom.
Economic conditions notwithstanding, it now seems like there are opportunities to make a killing with astute offline marketing. You could say a gap exists in the market. I would say it’s more a question of carefully combining online with offline.
Markets and media have fragmented that’s for sure. Whichever way you cut it, this is a permanent feature in a new marketing landscape which should be seen as an opportunity to which we can all easily adapt. Online marketing merely adds to the options available. We overlook ‘offline’ at our peril.
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