The Difference Between Offline and Online BusinessesApril 4, 2018
One: Graphic Design
Design plays a huge part in the success of businesses that operate both online and offline. Designers who work for marketing companies or teams within a business are given a set of constraints regardless of whether they intend to advertise physically (on posters and billboards), or digitally through websites, digital signage and other new media. These constraints not only act as limitations for the designers to butt against but also as structured challenges to foster creativity. In this sense, there is perhaps more creative potential in a more limited area of graphic design in advertising as it forces the designers to come up with innovative solutions to meet the business’ objectives. Digital media such as video content and dynamic websites are much flashier but also require less concentrated effort in order to pass for adequate. This means that there is more chance of low quality as the designs are merely a sideline of the main marketing task. Of course, the benefits of having a good designer working with digital media means that much more content will be created to advertise your business without wasting as many material resources. For a company with enough of a marketing budget, both print and digital design is a must.
Two: Knowing Your Audience
Three: Marketing Reach and Cost
As mentioned previously, the design is a large part of marketing as it determines the visual and interactive brand image that will influence the opinion of your target audience. Businesses often rely on a strong brand image to entice new customers and remain relevant in the market. When it comes to paying for television adverts, billboards, posters and other printed advertisements, the potential reach can be fairly limited, especially on a tight budget. With digital marketing, however, small fees pay for huge returns as companies offer skilled online advertising tailored to your needs and without the impracticalities of print work. Carlos Real, for example, offers bespoke online advertising for your business with a free review of your current digital marketing strategy. To do all this without the help of modern technology would be impossible and the number of people your business would reach would be far less. Even social media sites are excellent for advertising your business to a broad range of people for very little cost. Businesses that don’t take full advantage of modern methods of advertising are doomed to be forgotten once their small audience starts to fade.
The currency of the world has become more and more disembodied and less tangible as technology allows for what appears to be a transfer of numbers between bank accounts rather than physical money. Of course, it is far more complicated and thought out than that, but it means that businesses have to be extra cautious when dealing with their money and the money of their trusting customers. Without a tangible weight to the currency anymore, especially with the emergence of crypto-currencies like Bitcoin, security has become a far more complex matter for businesses. It is no longer enough to have a safe or a security deposit box but instead an encrypted method of transaction on your business’ website to ensure safe transfers of money between customers and your company. This makes the secure businesses extremely secure and the vulnerable ones far less trustworthy, simultaneously weeding out the under-performers while pushing the technology of internet security forward.
Five: User Experience
Before digital media allowed for an unimaginably massive expanse of platforms upon which to set up, organize and market a business, it used to take up much more space. Offices were required for meetings and focusing the work with all the necessary equipment. Now, with much of the world having a computer in their own home, businesses can be run remotely. The shop floor has transformed from a meticulous space full of products and services for sale into a website competing with millions like it on the world wide web. Before, all it took was a fresh, inviting store and a solid business model. Now, customers expect quality in the very interactions they have with your business’ site. A clunky site prone to glitches will discourage people from engaging with it whereas smooth, intuitive sites see more return customers.
The differences between running a business off and online are as varied and world-changing as the course of history itself. As the world grows, businesses grow with it, and the evolving face of technology has greatly impacted how businesses run today.