Absolutely. While a unified brand message is crucial, treating your online and offline marketing channels as identical is a missed opportunity for Australian SMEs. They serve different purposes in the customer journey and require tailored strategies to maximise return on investment. We see this time and time again with our clients.

Think about how people interact with each channel. Offline – think print ads, local events, networking – is often about building initial awareness and trust. It’s a broader reach, but harder to directly measure. Online – social media, search engine optimisation, email marketing – is typically where customers actively seek information, compare options, and convert. It’s highly targeted and trackable.

Here are a few key insights to consider when developing distinct strategies:

• Awareness vs. Conversion: Offline excels at initial awareness. Your strategy here should focus on brand building and getting your name ‘out there’. Online is better for converting that awareness into leads and sales.
• Messaging Focus: Offline messaging can be more emotive and focus on brand values. Online, customers are often further down the funnel and need specific information – pricing, features, benefits.
• Measurement & Attribution: Offline is harder to directly attribute to sales. Focus on metrics like brand recall and foot traffic. Online allows for precise tracking of key performance indicators (KPIs) like click-through rates, conversion rates, and cost per acquisition.
• Budget Allocation: Don’t split your budget 50/50 automatically. Analyse where your target audience spends their time and allocate resources accordingly. For many businesses, a larger portion of the budget should be directed towards online channels given their measurability.

It’s not about choosing one over the other, but about creating a cohesive, multi-channel experience. For example, an offline ad might direct people to a specific landing page with a special offer, allowing you to track the ad’s effectiveness. As we move into 2026, integrating these channels will become even more important as customer expectations for seamless experiences increase.

The best approach is to develop a comprehensive marketing plan that outlines specific objectives, target audiences, and strategies for each channel. If you’re unsure where to start, a marketing audit can help you identify opportunities to optimise your current efforts and build a more effective strategy.