Recently Tokobagus launched itâ€™s second TV campaign and being responsible for all marketing in Tokobagus I get a lot of reactions and questions on this topic. Basically the reactions vary from “youâ€™re just burning money” to “awesome” and the questions mostly focus on the results and how we measure the results.Â Time to give some insights in our reasoning, experiences and how results are measured and analyzed. Does offline advertising of an online product or service make sense?
First off, I would like to say “donâ€™t try this at home” meaning be really careful before starting any kind of big offline campaign on TV or radio. To let it make any sense in terms of impact youâ€™re risking a load of money which in a lot of cases is much better spend in online marketing. Almost without any exception I feel extremely strong about promoting online products and services online. Any online marketing has the advantage of momentum, meaning a click on your ad can immediately lead to a conversion. The success of any online “hard-sales” campaign can also be measured instantly with a high accuracy.