Modern B2B marketing has become a complex phenomenon. Marketers are constantly researching for new and user-friendly marketing techniques whether it be online or offline to reach their audiences. In today’s busy and result-oriented world, business owners are looking for the most effective marketing campaigns and collateral to promote their brand. Everyone wants to find the best ways to attract customers and prospects and get a strong return on their marketing investment.
One of the best-proven ways to succeed in this is by integrating your online & offline marketing efforts. No single line of marketing whether it be Online or Offline can dominate the total marketing activities of an organization. You’ll always need a proper blend of both the channels. Integrating online & offline strategies ensures that all messaging and communications strategies are consistent across all channels and are centered on the customer. Integrated marketing combines the more traditional outbound marketing with the kind of inbound variety made popular by the digital revolution. It is an approach to creating a unified and seamless brand experience for consumers across channels. Online media are constantly growing but many traditional promotional channels are also maintaining their reputation.
I agree Digital marketing is the king in today’s overall marketing strategies, but even offline marketing still continues to dominate. Television ads, Telemarketing, prints, and outdoor hoardings may not be that powerful or prominent triad of marketing, but these channels continue to garner the lion’s share of the marketing budgets.
Customers continue to respond well to offline marketing collateral and providing your targets with something tangible can help give your business a point of difference. Think direct mail campaigns, flyers, postcards, posters, banners, print ads and more will lift the profile of your business and promotions.
Online marketing is important not just because it helps you to get found online, but also because it can change the way your business is perceived by potential customers. Content marketing such as blog posts, videos and infographics, search engine optimization (SEO), email marketing, online newsletters, and social media will all help draw attention to your brand.
When you use a combination of offline and online promotional campaigns you’re expanding your market reach. While your competitors are busy concentrating on digital marketing or traditional, you’ll have the best of both to increase your brand’s visibility. You can increase brand recognition further amongst customers and prospects by ensuring your website and promotional campaigns reflect the same look and feel or your online newsletter and EDMs have the same design feel like your marketing brochures or whitepapers.
With integrating online & offline marketing, your sales and marketing teams join forces to create powerful content for prospects. Together, sales and marketing can utilize and distribute that information to drive leads, increase conversions and nurture existing customers through all the mediums possible in a very efficient and effective way.
Marketing strategies are all about ROI. Integrating online & offline marketing saves money invested in marketing and promotion programs. Different marketing channels have different costs incurred for promoting products and services. For example, the cost of traditional marketing channels may vary with the cost of digital marketing channels. Both are important and cannot be neglected so integrated marketing brings all these marketing channels under one roof and reduces the marketing cost of an organization – It’s all about improving ROI.
If you work with an external marketing agency, you may be able to reduce agency fees/charges by working with a single firm that offers integrated communications services, rather than separate specialist agencies.
Integrating online & offline strategies ensures that all messaging and communications strategies are consistent across all channels and are centered on the customer. The fact that you are using both the strategies to promote your brand allows you to reach new audiences and diversify your reach by running different types of campaigns without any demographic disturbance.
If you ask any marketer what’s his prime motive behind all the marketing efforts, he’ll undoubtedly say to generate quality traffic & leads for his organization’s products and services. Integration helps in generating Marketing Qualified Leads, which provides higher quality leads to your sales team. Well, I’m not saying it directly generates sales. But it helps generate relationships that lead to sales. Content that is directly targeted at your key audience will drive quality traffic and leads through your website and other channels.
Adopting a digital marketing strategy doesn’t mean disregarding traditional marketing. Both approaches have their own unique advantages and one cannot replace the other. Instead, both your offline and online marketing efforts need to be seamlessly integrated so they can support each other.
The foundation of most B2B businesses is relationships. Relationships with future or current customers need to be nurtured over time for sustained revenue growth. The key to developing these relationships is by backing up your digital touchpoints with offline support and vice versa.
Integrating online and offline marketing allows you to get the most out of all your advertising campaigns, large or small. If you need help getting your Online and Offline Marketing integrated or planning integrated marketing campaigns, please get in touch.
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