Why you should consider offline marketing despite the cost
“Why should we use offline marketing if the CPA is higher than digital?” we hear you cry. It’s true that digital marketing typically has a lower cost per acquisition, but with Oppizi, offline marketing holds immense value and unique advantages, especially when considering CPA. As such, in this blog post, we will discuss the concept of CPA and why you should consider incorporating offline strategies into your marketing mix!
CPA is an acronym meaning the cost per acquisition. It is, fundamentally, a metric used to measure the average cost of acquiring a new customer. Therefore, CPA is calculated by dividing the total cost of a marketing campaign by the number of acquisitions or conversions generated as a result. The indicator of a successful conversion depends on your campaign – it could be a sale, a sign-up, a form submission, or any other desired action.
Lower CPA values represent more efficient marketing campaigns, as the cost of gaining a customer is relatively low compared to the value derived from that customer. Businesses typically strive to minimize their CPA, so many turn to digital advertising, which promises lower CPAs for a maximized reach.
Understanding offline marketing
Offline marketing is a traditional form of advertising that focuses on promotional activities outside digital channels. It involves using offline media to reach audiences; for example, Oppizi uses flyer distribution to target and engage consumers.
Indeed, offline marketing allows businesses to develop tangible and sensory experiences that leave lasting impressions on their desired market. It allows for face-to-face interactions and physical touchpoints, consequently enhancing brand recognition, awareness, and personal connections.
Cost per acquisition in offline marketing
Offline marketing CPA varies depending on the specific campaign and channel used. For instance, running a direct mail campaign will differ from hand to hand. Yet when executed effectively, these mediums can yield excellent results and provide low CPAs.
There are numerous reasons why offline marketing should take precedence over offline methods, such as:
- Less competition and noise: By leveraging offline channels, you can break through the digital clutter and reach your audience with less competition, increasing the likelihood of conversion.
- Better engagement: Offline marketing has proved more effective for engaging audiences than digital marketing. 75% of consumers could recall a brand after receiving direct mail, but this number drops to 44% for email campaigns.
- Avoidance of Adblock: Every marketer’s nemesis, AdBlock, is becoming increasingly common. Offline marketing allows you to circumvent this challenge and reach untapped markets.
- Personalized experiences: Offline marketing enables you to create a custom experience for your audience, fostering stronger connections and driving higher conversion rates.
Each of these advantages help to increase your conversion rate and reduce the CPA – it’s a win-win!
How Oppizi can help you achieve a lower CPA
At Oppizi, we have developed a highly optimized model that creates an extremely competitive environment for digital CPA. Our success with several leading brands demonstrates our ability to achieve lower CPAs than digital channels. And while offline channels are often more expensive than digital, they remain a valuable source for challenging acquisitions and brand awareness.
The flyers we distribute provide tactile objects that customers can hold onto and redeem, resulting in multiple moments of engagement throughout the conversion process. This approach has resulted in our customers achieving innumerable LTV customers. With Oppizi’s offline channels, you can diversify your marketing mix while maintaining a competitive CPA, making it an efficient and effective solution for your business needs.
In the ever-evolving marketing landscape, offline strategies often take a backseat to the allure of digital marketing. The value of offline marketing, particularly when considering CPA, should not be underestimated. Incorporating offline marketing into your overall strategy can generate exceptional results and an abundance of benefits that complement – and in some cases surpass – digital efforts.