Lecture 3 - Definition of Offline Media, Objectives of Offline Communication

 

Danesi (2008: 217) described Offline Media to be "1. A computer that is not connected to the internet. 2. by extension, anything that exists outside of cyberspace" Traditional media has now been defined as Offline Media in contrast to those that are 'online'. Autores (2011: 354) added to this definition and stated that "by the end of last century, Offline Media such as CD-ROM or DVD-ROM were barely used therefore the internet started to incorporate some key factors" Some of these key factors included infrastructures and technologies and then this allowed "accessibility never experienced before, with regard to the information, content, quick navigation and other technical features and the interaction between users" Autores (2011: 355) 

Offline media has marketing strategies of its own some of these are Direct Mail, Discount Pricing and also Loyalty Programmes. Direct Mail marketers are able to purchase a mailing list in which is based on demographic data that people most likely to buy their products. Discount Pricing is another strategy in which allows an organisation to advertise sales of their products in local newspapers and advertising inserts. Loyalty programmes allows an organisation to gain customers in which will repeat purchase and to encourage customers to patronize businesses more frequently. See http://www.marketing-schools.org/types-of-marketing/offline-marketing.html for more information.

The main objectives of Offline Communication according to Flores 2012: 167):

This final set of objectives concerns anything that measures the propensity of consumers to engage in purchase of conversion action online or offline, following or in parallel with their involvement in earned media in relation to the brand and its products. It goes without saying that these are the most important objectives for any type of online or offline communication, because it is through them that we can begin to develop a true calculation of ROI.

 

Flores understands that offline communication can allow an organisation to develop a true calculation of ROI.

References:

http://www.marketing-schools.org/types-of-marketing/offline-marketing.html

How To Measure Digital Marketing: Metrics for Assessing Impact and Designing (Flores, L. 2012, Page 167)

Understanding Media, Today: McLuhan in the Era of Convergence Culture (Autores, V. 2011, Page 354, 355

Dictionary of Media and Communications (Danesi, M. 2008, Page 217)