Branding pathways utilise digital media such as blogs, fora, RSS feeds, aggregators and a practical understanding of the architecture of a web page.
The main components of offline branding are; conventional print, radio and television branding. Billboards, coupons and vouchers.Companies may wish to look at the 4Ps (product, place, price, and promotion) also known as the communication mix, when deciding on a marketing technique. In an article for the Harvard Business Review, Richard Ettenson, Eduardo Conrado, and Jonathan Knowles (January 2013) state that “it’s time to retool the 4 P’s of marketing for today’s B2B reality” as they provide product-focused strategies. In a five-year study they found that “It leads their marketing and sales teams to stress product technology and quality even though these are no longer differentiators but are simply the cost of entry. It under emphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving”. They suggest that the 4Ps are still relevant, but they need to be adapted for today’s B2B market.
next communications inc (2014) state the following: “Offline branding tactics, such as print ads, brochures and direct mail, create baseline brand recognition, build brand trust and differentiate your brand from the millions of others on the Web. Research shows print is still the top method for user engagement, and more than any other tactic influences web searches and direct website visits. Without offline branding to establish awareness, credibility and preference among your customers and prospects, your brand is lost in cyberspace”.