If you don’t feel like watching the video above, here are the cliff notes:
Offline campaigns are essentially the offers (They are the “destinations” in the map analogy.)
Are there channels that drive activity to these offline offers? Yes, of course. However, because these offers take place in the real world or on someone else’s digital property, you don’t really have the ability to track them.
What about things like trade shows and webinars? Are those channels or offers? Technically offers. We’ll dive into that in another email or video.
What about the emails that promote events? If you promote events via email that drives people to one of your landing pages which hosts registration, that touch is actually an online touchpoint. In that case, the offer is the registration page. The event, however, is something additional. A person still has to show up at the webinar or visit the tradeshow booth (pre-Covid and hopefully again soon). Those touches are equally, if not more important, than the registration touchpoint.
Looking to understand the difference between Channels and Offers? Check out this graphic.