As we know by now, measuring the ROI of offline marketing such as print advertising is tricky to say the least. Online marketing is the smarter, hipper cousin and gets all the praise and attention in the battle, since it’s so much easier to measure with tools such as Google Analytics. We have a window into the behavior of our customers like never before and in the case of GA, it’s free. In my opinion though, it is not a fair comparison to measure offline marketing with the same yard stick. Both ingredients can be crucial for the recipe; the trick is understanding how much is required, based on your industry and the behavioral trends going on.

Finding a Place for Offline Marketing