As a modern marketer, you may wonder what purpose there could be to integrate offline and digital marketing when you can document, research, and organize everything with data, views, engagements, likes, and interactions. This can be explained in many ways, but the most important one is that combining the two methods will likely help you appeal to a broader audience while having the maximum impact.
However, engaging with a brand offline and online is very different. Consumers usually expect to be nurtured and encouraged to go down the conversion route. And so, integrating both traditional and digital marketing strategies can reinforce a consistent brand message and drive action among users more effectively than engaging in both channels independently.
In light of this, here are a few ways offline media can contribute to modern campaigns.
Know your audience
“The most important question is, what would you like to accomplish?” What sort of benefit do you wish to provide? The purely digital approach that we’ve seen so often in recent years isn’t getting us anywhere. It makes no sense to adopt a tech tool simply because it exists. The fact that automation exists, for example, does not imply that it is the optimal solution for my business. There might be a far simpler, less expensive alternative that would be a much better fit. If we commit to using a digital solution from the start, you may miss out on discovering the optimal option.
Make use of one to market the other
You can use both modes to promote each other. For instance, you may build curiosity for a physical event campaign by providing teasers and excerpts on social media or by setting a countdown on your website. In addition to building tension and excitement, this will increase the likelihood of customers participating in and paying attention to the event when it does occur. Alternatively, television, radio, and on-the-ground activations can be used to direct consumers to your website in advance of an online event or promotion. Spreading your message over both platforms increases its reach and makes better use of your marketing budget.
Understand the demand
Furthermore, marketers who use both marketing tactics may want to review the types of campaigns they are creating. If their online and physical initiatives do not complement one another, marketers miss an opportunity to make their consumers aware and create a unified experience.
The Bottom Line
Integrating your digital and on-ground marketing activities generates a far more seamless experience for the user, allowing them to navigate more quickly through the customer journey. It also enhances brand awareness and recognition, which will enable the brand to stand out from the pack. Though a master strategy often flows with different buckets after research and results, I often come across brands that have multiple digital agencies, experiential activation partners, PR agencies, and advertising agencies on board with no harmony among each other. There is so much a brand can benefit from by holding a cross-pollination of their objectives and actions.