It’s human nature to try to simplify complex topics into black-and-white decisions, and that applies to marketing as well. As we all struggle to better understand the role of marketing in purchase decisions, and the shifting nature of online versus traditional marketing, many have come to the conclusion that it’s an online-only world today, and that nothing else matters.
But most marketers understand that the most effective programs are those that are consistent in approach and balanced in nature. It’s an online AND offline world for marketers, says one surprising advocate for traditional spending: Google. In its recent study on best practices for B2B marketers, Google, the center of all things related to online marketing, points to the importance of going to market with a balanced approach:
Sixty-three percent of B2B marketers recognize that traditional initiatives have a strong impact on online activity in terms of search traffic, web traffic, and online conversions.
That’s not to diminish the role of online marketing, but it points to the multiple tactics that are needed to break through the clutter, particularly in complex purchase decisions.