There are many tools that are at the disposal of businesses today in order to generate traffic. In the last few years alone the internet has grown in popularity in terms of marketing and has resulted in the opening up of numerous opportunities for many marketers. With the internet, your business can exploit a number of different areas such as branding advertising, public relations, sales, and online retail store and customer service. Basically the opportunity that is available is tremendous. Also if your business is able to utilize these opportunities properly then it stands to make significant profits from it. However, as it has been mentioned, you need to be able to make the distinction and integration between online and offline marketing.
The medium selected for the marketing campaign should be selected based on the characteristics of the products or service that is being marketed. The internet in itself is a very strong tool for marketing but it also has its limitations. The internet can be employed to enforce direct sales, interaction, direct one on one contact, cost saving, great deal of information can be presents and it is time saving. However, the internet has its limitation in the sense that it has a very low targeting capacity, it is limited in creativity, and it is dependent on both online and offline support. Additionally, it is often a challenge to ensure that your site is found on the internet hence this is a limitation as a marketing tool. Therefore, it is important to make sure that both online and offline marketing methods are used.