Modern 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 ways and proven ways to succeed in this is by integrating your online & offline marketing efforts. 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.
To understand why to integrate online & offline marketing strategy, it’s necessary that we consider the following points.
When you use a combination of offline and online promotional campaigns you’re expanding your market reach. While your competitors are busy concentrating on the 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 as your marketing brochures or whitepapers.
By 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 in 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.
Online channels can be aligned to offline activities. Social media could be used to spread the word about an upcoming event and email marketing and cold calling can be used to register attendees for the event. An online contest, webinar, twitter chat or Facebook Q& A could follow the event, to spur engagement and conversion through all the possible channels that are convenient for the prospect or lead.
Ultimately, the best marketing strategy for any business will be the one that works. Always try new things while you continue to do the old things that are working. Analyze your data frequently, and be on top of any changes you see. Remember, not only trends but audiences change, too.
Offline and online marketing may have their distinct advantages, but the smartest, most successful marketers are finding ways to use them together. If you can strategically integrate the two, you will create a more engaging customer experience and reap more leads and sales from your marketing efforts.
Want to enhance your marketing efforts by integrating your online & offline strategies? Apprise Marketing Services – AMS is an integrated B2B Marketing, Demand Generation, and Content Syndication services providing agency. We help generate traffic/audience, promote content and build solid sales pipeline for the organizations across all Tech and Non-Tech verticals so that they never fall short of qualified leads.
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