The modern marketing landscape is dominated by digital delivery channels. We spend so much time online on our smartphones and tablets, so it’s no wonder the majority of branding and advertising comes to us through social media. But smart marketers know better than to throw all their budget and attention at online means and leave offline methods out of their strategy. A campaign which effectively combines online and offline activity can increase your brand’s reach and contribute to conversions. Offline marketing is also a great way to add a personal touch to your brand and engage with your local community – which also generates leads and sales. Let’s see how to integrate online and offline marketing.
Why integrate online and offline marketing?
Customers want the best of both worlds from the brands and companies that they engage with. They want the ease and convenience of browsing and shopping online, AND the personal touch that comes with the in-store experience, or meeting brand representatives face to face. Any good marketer will consider who they are trying to reach, and the best way to reach them. It’s a fact that older customers will respond better to more traditional means of marketing, leaflets or brochures through the post or commercials on television or radio. But younger customers are enjoying outdoor advertising and other offline methods purely because of clever integration with digital marketing.
Use one to promote the other
Offline and online integration is all about forming a cohesive package for the target audience. And as most demographics consume content both online and offline it makes sense to use one to promote the other – in doing so you are promoting the most important thing – your brand, and engagement with it. For example, a TV ad is a great way to direct people to your social media channels for more information, or a run of teasers across social media can steer people towards in-store activities or events. Using both channels in tandem like this is not only effective, it’s also budget conscious.
Encourage offline audiences to go online
Some demographics respond better to old school marketing techniques, and your campaign should cater extensively to them. But online channels are far more efficient when dealing with customer service and getting information about changes out at short notice, as well as exposing customers to a great deal more content. Therefore, using your offline marketing materials to encourage online engagement is an important part of your strategy. The great thing about many offline techniques is that they are extremely cost effective – for example, budget conscious postcards can be sent through the mail with links to your online presence.
Brand consistency
It’s important for any brand to keep their communications consistent, and using a combination of offline and online techniques can help you to do this effectively. For example, you could get embroidered t-shirts with custom embroidery melbourne companies helping you out in this domain – and you could run an TV advertisement with people wearing the same! The branding, copy and style on a printed item such as a leaflet, flyer or brochure should reflect both the information and the style of your social media presence and website. Make sure that all video content is also branded, and that your logo and font appear the same across all channels. Creating synergy in your customer service is also essential – customers want continuity with their communications with your brand. Being able to pick up the thread of a conversation no matter what channel they come through will make the customer feel valued, and will give your brand an extremely efficient, professional image.
Social media for offline events
Events are a really effective form of offline advertising – they give you a chance to meet your customers face to face, and can show a new side to your brand, whether you’re hosting a series of talks, doing some community work, sponsoring a sports event or anything else. Integrating social media during an event will increase interaction and engagement with your brand, and spread the message far beyond the event itself. Invite attendees to share photos and videos of the event, and promote some catchy hashtags – these have been effectively harnessed by marketers to spread the message and encourage engagement across all social media platforms.
Offline marketing can play a big role in any campaign. But when integrated effectively with online methods the two form the bases of a highly effective marketing strategy.
Infographic created by Nanonets
