Online? Offline? Inline?

I would strongly recommend an ‘inline marketing’ strategy, in place of just an ‘offline marketing’ or ‘online marketing’ one. I have coined this phrase ‘inline marketing’ because it reflects the true need of the consumer.

The consumer really desires freedom of choice – choice of:

• Whether to buy or not
• When to buy
• Where to buy
• How to buy
• What to buy
• Why to buy

Just ‘offline marketing’ or ‘online marketing’ will not be sufficient for the purpose. The consumer wants freedom of choice, and, hence, I coined the phrase ‘inline marketing’, which is a hybrid of ‘offline’ and ‘online marketing’ – based on the consumer’s desire.

Many people get confused between ‘offline marketing’ and ‘online marketing’. After all, both are parts of the same marketing activity, though the channels of distribution are different.

‘Inline marketing’ is an integrated approach of both ‘offline marketing’ and ‘online marketing’ of a particular brand.

My recommendation of a fresh approach towards ‘inline marketing’ would have six elements:

All marketing efforts of a particular brand should meet consumers’ needs and expectations.

• ‘Inline marketing’ means ‘in line with the customers’ expectations’ and fulfilling the consumers’ needs.
• If the consumer browses online and buys offline, it is ‘inline marketing’.
• If the consumer browses offline and then buys online, it is ‘inline marketing’ too.
• If the consumer browses offline and buys offline, it is still ‘inline marketing’.
• If the consumer browses online and buys online, then also, it is ‘inline marketing’.

‘Inline marketing’ means ‘in line with the customer’s expectations’, which is a combination of ‘offline marketing’ and ‘online marketing’.

It is silly to treat ‘offline marketing’ and ‘online marketing’ separately, while an integrated approach of ‘inline marketing’ would serve far better

‘Inline marketing’ should be in line with the laws of the land, whether in terms of:

• Weights and measures
• Pricing
• Authenticity
• Logistics and delivery

All marketing done through ‘inline marketing’, in my opinion, is official and legal. The time has come to use my approach of ‘inline marketing’ in the interest of the consumer and the country, instead of just ‘offline or online marketing’.

Affordability is a concept that is often misunderstood.

• Affordability does not mean low price.
• Affordability does not mean discount.
• Affordability means whether a product or a service is worth it.

It is affordable vis-à-vis the perceived value in the eyes of the consumer.

Thus, whether ‘inline marketing’ does justice to the perceived value equation is what determines satisfaction for the consumer.

• Just giving discounts or selling lower than the MRP is not in line with this.
• ‘Inline marketing’ does justice, in a balanced way, both to the consumer and the marketer, because buying and selling is worth the effort to both of them.

India is a large country. It has about 8,100 towns and some 650,000 villages.

• If a brand is not available, then the whole effort is useless.
• Brands should reach consumers in every nook and corner of the country, leading to easy availability for the consumer.
• If brands are not available in a particular town or village through the offline route, they could be available through the online route.

That is the meaning of ‘inline marketing’.

The marketer should not miss out on the consumer; also, the consumer should not miss out on the brand.

That is the essence of ‘inline marketing’.

Customer service is a critical factor in marketing success.

‘Inline marketing’ ensures:

• Promptness in service
• On-time delivery
• Speed of execution
• In-time service
• Proper guidance for consumers
• Effective handling of consumer complaints

Since ‘inline marketing’ is a combination of ‘offline and online marketing’, it is better equipped to handle these aspects positively and efficiently.

Convenience is a treasured element that every consumer desires.

• Consumers prefer convenience – whether it be ‘offline or online’ in terms of their buying behavior.
• ‘Inline marketing’ helps in buying in line with the convenience sought by the consumer, ensuring happiness and satisfaction.
• Relying only on ‘offline’ or only on ‘online’ marketing may leave some unfulfilled needs.
• ‘Inline marketing’ fulfills consumer convenience needs seamlessly.

My recommended ‘inline marketing’ approach, with its six elements, would help:

• The consumer achieve satisfaction and delight
• The marketer achieve sales, market share, and profit

This is why I strongly recommend my concept of ‘inline marketing’, instead of just ‘offline’ or just ‘online’ marketing.

Otherwise, you could be out of line.