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Land-based
marketing refers to methods of marketing outside of the
online world. E.g.:
-
Television
-
Newspaper
-
Radio
-
Pamphlets
-
Word of
Mouth
- Etc.
Many modern-day marketers combine
both online and land-based marketing campaigns to create
a synergy. For instance:
-
a car dealership distributing pamphlets
to invite their customers to go on their website to
register for a chance to win a brand new car; or
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a business
card showing a website's address on it.
Most of us
already navigate between the online world and the real
world without putting our attention to it. What do
you think you do when you check your e-mail? This
is a simple example of how the Internet has slowly but
steadily become part of our daily lives.
Local
businesses tend to favor traditional marketing methods
because they cater to customers in their neighborhood.
That being said, the Internet is accessible 24 hours a
day and thus is a convenient way to provide simple
information such as hours of operation, contact
information, lines of business, services provided, list
of prices/ rates, etc.
In this modern
day and age, not having an online presence is
unacceptable, especially when taking into consideration
the fact that hosting costs for a website is minimal.
People no longer turn to the Yellow Pages when they are
trying to locate a business. Nowadays, they go
online and use the convenience of online mapping tools
for direction.
Again, if you
have a business, no matter what it is, you need a
website.
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