IMO is all depends upon your niche. But for most I would say it can be part of your mix.
Particularly if you find something that works well for you, then you just duplicate it.
There are some pretty inexpensive offline methods. But then again, a ton of your audience offline is going to be completely ignorant to online procedures etc.
Just look at how ignorant many online marketers are and then equate that to the average Joe who can't even send a decent email.
Again, it's all about ROI, whether you're investing time or money.
Cheers,
Zac
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