How to Integrate Your Online and Offline Marketing Strategies

Businesses of all shapes and sizes are trying to navigate the modern landscape of marketing, with all the new twists and turns. However, the most common blunder takes place when we’re figuring out where to draw the line between online and offline marketing budgets. Which one requires more?

We all know the powerful effect that a successful digital marketing campaign can have, but can a business rely on online marketing alone? Or does the customer need something tangible? Research actually indicates that a healthy inclusion of both results in a cross-complimentary marketing strategy, leaving a lasting impression on the customer. So how can we successfully integrate our marketing strategies?

Online Marketing and…

Television:

Where once television sat atop all other forms of marketing, it now is learning to share its perch with the internet. With the advent of internet videos, television streaming, and the accessibility of devices compared to standard televisions, some marketers may find they’re being left behind if they don’t reassess their tactics. One report estimated that 13 million Australians spend 18 hours a day online – from checking Facebook and emails in the morning, to chatting online with friends or browsing the web before bed. Even though many Australians will still use their television in the traditional form, this medium is now far less reliable. With simple, powerful television advertising, encouraging the viewer to connect with the brand online or on social media rather than exclusively promoting the product, you can successfully nurture a consistent relationship with your consumer- who up to 50% of are using a device or social media while watching television.

Traditional Print:

A painful blow was dealt to newspaper and magazines, as the convenience and vast range of information on the internet became available. The irony of books replacing stone tablets thousands of years ago, only for us to create digital tablets to take precedence once again. However, many of us know the inherent value of print media- call it collective social nostalgia. From business cards, to promoting your websites and social media on print publications, there are many ways to garner more interest in your online presence. Even coupons are an underestimated promotion, which offers value to the customer. While traditional print is still a reliable form of marketing, it acts even better when used in conjunction with online marketing. 

Key Points to Remember:

• Ensure that all your messages are consistent with each other, and don’t contradict themselves. There’s no point having a television advertisement that is targeted at the elderly, which will lead them to a website about adventure sports.
• The Rule of Seven an old but reliable rule in marketing, and one that shouldn’t be ignored. The premise is that the consumer will, on average, be exposed to a brand seven times before making a purchase. So find seven unobtrusive ways to connect with your market.
• Almost 50% of all consumers now access social media every day, with stats reaching up to 79% of millennials. With online marketing on the rise, why not let some of the interest run into your offline marketing? Use your social media to support an ad campaign in a magazine, or to offer coupons to your brand.
• QR codes are the latest amalgamation of online and offline marketing. Using the lens of a device, a consumer can scan a QR code and access information or special deals online. The social consensus on the power of this tool is still inconclusive, but it is an interesting strategy to integrate. For example, you may place a QR code in the corner of your ad in a magazine, which the reader will scan and become connected with your online presence.

While there are no strict good or bad methods of marketing, each method has its own spectrum of good and bad strategies. The best technique a marketer can use in their campaign is rigorous split testing, in order to gain refined data about the effectiveness of their strategies. With an integrated online and offline marketing strategy, and constant analysis and testing, your business can see rapid growth and an impressive improvement- just don’t forget to thank us when you make it on Forbes list.