I'm now starting to develop web marketing strategy and planning for clients' projects and I'm not sure if I should include an offline analysis to their businesses or on the other hand only include online SWOT, benchmarking, objectives... What's your opinion?
If it related and you able to show that what lack in their offline and can be solve or make it better through online . Make sure not over optimize on offline and do less online which might let them think that you might not the good one in web marketing services. You try to balance or touch abit and work more and provide more data for online marketing.