Marketing your business is about identifying, appealing to, and utilizing the behaviors of your target audience. Every target audience is different, and the most effective marketing activities will vary from one business to the other. However, across audiences and industries today, people bring in their online devices with them to all of the offline places they go, and sharing all of their offline experiences online. Therefore, if you want to effectively market your business in relation to the behaviors of your target audience, you need to integrate your online and offline strategies.
Online marketing activities may include
- Email marketing
- Social media
- Online advertising
Offline marketing activities may include
- Newspaper, TV, Radio ads
- Direct mailers
- Flyers and billboards
- Events and trade shows
Here are the top reasons on why you should integrate your offline and online marketing strategies.
- Marketing consistency: The main reason you should integrate your offline and online efforts is because of consistency. While you have different business goals and different marketing activities for achieving them, the central messaging around your brand, your business value, and the products/services you provide should always be the same.
- Brilliant customer experience: Geo-data and machine learning have lead to a rise in preference- and location-based services for people. More information is getting automatically served up to us, rather than found by searching for it. As a result, we are now expecting the offers and deals of the businesses we engage with to find us, not to be found by us. Similarly, when you’re out driving and spot a billboard ad of your favorite restaurant talking about new launches, you are somewhat lured to try them out. Brilliant customer experience is an amalgamation of offline and online marketing.
- Stronger marketing: Another reason why you should integrate offline and online marketing efforts is that they will strengthen one another. By using one channel to promote the other, you increase the effectiveness of each channel while providing a continuous experience for your target audience. This positive experience will keep them engaged longer with your business, and longer engagement often leads to potential customers.
- Expanding Reach: One last reason you should integrate your offline and online marketing activities is because you can expand your reach. It is a well-known fact that by sharing something online, such as through social media or e-mailers, you can reach more than just the people who visit your store or live close to it. If you take something that is online and promote it in store or on a flyer, you are likely to get loyal customers, who frequent your location or interact with you in person, to get online, engage with you there, and encourage others to engage as well.
Though digital marketing is on the rise, offline marketing activities are still important and effective for your business, and its role in the community. At the same time, some of the tried and true offline marketing activities that have worked in the past may lose traction unless you incorporate an online element to them. By combining your online and offline marketing strategies, you are sure to maximize the effectiveness of your activities and grow your business.
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