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April 27, 2015

How to Blend Online and Offline Marketing Efforts With Ease

No matter how digital our world gets, what happens away from the screen will still have a heavy influence on purchasing decisions.

So, as a marketer, where do you place the majority of your focus? Do you place tremendous resources in television commercials? Or do you put your money toward PPC campaigns and building your website’s search engine ranking?

There is only one right answer to that question: You do both.

That advice might come as a shock coming from us. We equip businesses with applications to streamline online marketing. But what if we told you that these apps can enhance your offline marketing and enable you to blend both worlds for a stronger synergy? Here’s how.

Mails: Email + Direct Mail

Some studies will tell you that email marketing is dead. Others will say that direct mail died years ago. The truth is, no form of marketing is dead if it’s done right.

Email and direct mail are two strategies that are still widely used among marketers today. The reason is, it gives brands a chance to connect on a one-on-one level with their audience. No matter whether that connection is made online or offline, the approach doesn’t change.

There are a few ways that you can blend these two similar approaches:

  • Let your audience know that the alternative version is available.

    Some people prefer to receive a tangible catalog than browse online. Others prefer to get emails rather than having to sort through paperwork. Let your audience be the judge by offering both.

  • Learn from your successes online.

    Watch your analytics to see what subject lines and messages are performing the best. Incorporate these into your direct mail to drive stronger conversion rates, faster.

Video Marketing

Videos are taking the Internet world by storm. ComScore recently found that 84% of people watch videos online. On the flip side, fewer people are watching television, let alone seeing the ads that companies still pay big bucks to have.

To merge these two worlds, more businesses are moving their television ads and messaging online.

By sponsoring YouTube channels or posting videos on social networks, businesses are able to see what ads resonate with their audience, and which fall short. Then, when a business is ready to advertise on television, they’re able to get more bang for their buck because they have already tested their message and know what resonates.

Incentivize Your Customers

No matter which marketing channel you choose, the goal should be to get your customers engaged with your brand. This is what drives sales, encouraging loyalty to your brand.

Every campaign you run should encourage interaction both offline and online. For example, if you buy a radio commercial, encourage your listeners to visit your website to get an exclusive coupon. Encourage the conversation to continue online long after your thirty second spot is finished.

Do you blend online and offline marketing strategies? If so, how?