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Is Offline Advertising Still Worth It?

Are you losing confidence in offline marketing channels? We don’t blame you since a lot of marketing budgets have started shifting to digital marketing.

But don’t jump ship to the digital bandwagon just yet!

In this blog post, we’ll show you how offline marketing channels- particularly in-store radio- could be an effective marketing tool for your organization.

Why offline channels are still important

Despite being considered "traditional", offline channels offer several advantages for marketers.

First is that brick-and-mortar stores still have a large audience- even larger than their online counterparts.

This means that most of your customers still prefer visiting your stores where a well placed in-store radio advertisement could potentially reach up to 70% more of your customers than an online ad.

Additionally, creative offline marketing strategies, is a refreshing welcome for consumers who are weary of digital ads.

Lastly, offline marketing channels can enhance what digital marketing can never do, the shopping experience.

Challenges with offline channels

But let’s address the elephant in the room. Offline marketing efforts can be challenging to measure due to the lack of direct attribution capabilities.

Unlike online campaigns, offline marketing initiatives don’t have built-in tracking mechanisms, making it challenging to directly attribute customer actions and conversions to specific offline touchpoints.

But don’t despair! There are still ways to measure the impact of offline marketing campaigns.

Let’s dive into those methods now.

A/B Testing (Split Testing)

This is the most common form of campaign testing. The idea is to create two versions of content that differ in one key aspect, such as the headline, offer, or call-to-action.

The goal is to isolate the variable being tested and see which version performs better in terms of response rate, conversion, or another relevant metric.

For in-store radio, 2 versions of an advertisement can be played in-store with effects for both being measured.

Control Groups

A portion of the target audience is set aside as a 'control group' and is not exposed to the in-store radio content.

The responses of the control group (who were not exposed to in-store radio) are compared with those who were.

This could be done by exposing customers in one store to in-store radio advertising and comparing the response or behavior of customers in a similar store who did not receive in-store radio (the control group).

Data Analysis

The data gathered from tests are analyzed to determine which version of the in-store radio content performed better.

Metrics like response rate, conversion rate, average sale value, and ROI are calculated and compared across different versions.

Learning and Iteration

Insights are drawn from the test results about what resonates with the target audience.

Successful elements are incorporated into future campaigns.

Continuous testing is conducted, with each round building on the insights gained from the previous one.


In the ever-evolving landscape of retail, offline marketing methods still remain relevant. By harnessing the power of data, retailers can create more targeted, effective, and engaging campaigns.

In-store radio coupled with marketing analytics offers a powerful tool for understanding and influencing customer behavior.

Are you ready to tune into the potential of analytics-driven in-store radio?

PS: This is what our Marico Data and Insights is all about. Send us a message at if you want us to conduct this for your stores

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