The internet is everywhere. You only need take a walk through your local town centre with your phone’s WIFI switched on to see dozens of networks available, so it’s easy to assume that everyone is connected. Some argue that free internet access is a human right (REGLITZ, M. 2019).
However, a significant portion of the UK population remain offline and in 2020 a report by Ofcom revealed that 13% of UK households remain offline (Telecompaper, 2020). The digital divide has narrowed since the pandemic to just 6% of households (Ofcom, 2021) this still equates to approximately 1.5million homes without access to the internet which raises an important question for media planners: Should they overlook this segment and focus solely on online consumers?
Recognising the Offline Demographic
While most consumers are active online, it is important to keep in mind the existence of the offline demographic. These individuals include adults aged 65+, those living in lower income households and those who are financially vulnerable as well as a proportion located in rural areas with limited internet access (Ofcom, 2021).
Neglecting these ‘offline’ segments means disregarding a significant portion of the population with unique needs, preferences, and purchasing power. Understanding their characteristics and motivations helps media planners to develop strategies that engage this audience effectively.
It is worth noting that the 2021 Ofcom research indicated during the pandemic that most people who did not use the internet at home were forced to become ‘proxy users’ by asking someone they knew for help, with the most common need being to buy something (Ofcom, 2021).
Finding Opportunities Elsewhere
Although digital channels dominate the advertising landscape, traditional media platforms still hold substantial value and can yield a good ROI. Radio, television, print, and outdoor advertising can reach the offline demographic effectively so by allocating resources to these channels, media planners can maximize their reach and engage with the proportion of UK consumers who are not online.
While traditional marketing such as direct mail, print or local newspapers is more expensive and labour intense as well as provided on a local level which can be costly and slower to implement in contrast to global digital marketing, when attempting to include the offline community the inclusion of a targeted marketing campaign is worthwhile.
By focusing on specific offline channels, such as community events, local newspapers, or direct mail, media planners can tailor their messages to effectively reach their demographic. Understanding their interests, preferences, and behaviours helps to create impactful campaigns that lead to increased brand awareness and potential conversions.
This diversification strategy allows brands to mitigate risks associated with over-reliance on digital platforms and gain a competitive advantage by targeting a segment that competitors may overlook, strengthening their overall market position and building a more resilient customer base.
There’s no question that when stacked against traditional marketing methods, digital marketing yields a higher ROI but when you are trying to engage with offline consumers and build your brand and market share, whether it’s 13% of the UK or 6%, media planners should not be too hasty. It’s so important to remember that offline consumers still hold significant purchasing power and should not be ignored in media planning efforts.
Recognising the value of this untapped demographic allows for greater inclusivity and market reach. By incorporating traditional media, targeted offline marketing, and diversifying their strategies, media planners can effectively engage with this segment, generating brand awareness, conversions, and loyalty.
References
HUTTON, G & CLARK, A. 2022.
Available at: https://commonslibrary.parliament.uk/research-briefings/cbp-9207/#:~:text=’Project%20Gigabit’,-Project%20Gigabit%20is&text=A%20series%20of%20procurements%20subsidising,a%20new%20gigabit%2Dcapable%20connection
Accessed 08.07.2023
Noissue, 2022. ‘6 Ways to Superpower Your Fashion Brand’s Marketing with QR Codes’
Available at: https://noissue.co.uk/blog/6-ways-to-superpower-your-fashion-brands-marketing-with-qr-codes
Accessed 08.07.2023
Ofcom, 2021. ‘Digital divide narrowed by pandemic, but around 1.5m homes remain offline’
Available at: https://www.ofcom.org.uk/news-centre/2021/digital-divide-narrowed-but-around-1.5m-homes-offline
Accessed 08.07.2023
REGLITZ, M. 2019. ‘The Human Right to Free Internet Access’
Available at: http://pure-oai.bham.ac.uk/ws/files/75399968/The_Human_Right_to_Free_Internet_Access_final_.pdf
Accessed 08.07.2023
Telecompaper, 2020. ‘Ofcom report shows 13% of UK households without internet access’
Available at: https://www.telecompaper.com/news/ofcom-report-shows-13-of-uk-households-without-internet-access–1355997
Accessed 08.07.2023
Other reading
RUPARELIA, A. 2022. ‘8 Types of Traditional Marketing Methods to Implement’
Available at: https://salespanel.io/blog/marketing/traditional-marketing-methods/
