How to Integrate Offline and Online Marketing for Better Brand Building
The fundamental marketing model has changed. As consumers turn to the Internet for finding information, purchasing, networking and conducting business; as social media grows in popularity - it's all about 'engaging' not 'advertising'. As the pressure increases to improve results yet cut marketing spends, more and more marketers are turning to digital channels to boost overall ROI. The challenge is to reach prospects and customers where, when and how they want to be reached. That does not mean offline methods are obsolete. They can still be effective. To maximize impact, touch points must be identified, depending on strategic objectives, budgets and reach. Case studies show that combining online with offline media delivers 20%+ growth in response rates and brand recall. However, coordinating and integrating both and getting the right balance are the key. So all things considered, it's not about choosing one over the other. The best way to maximize your marketing strategy and budget is by integrating both online and offline efforts to reach various audiences build a cohesive brand, improve brand recall. Here are some practical ways to integrate your offline and digital marketing: Promote online channels offline - Brand presence in any printed/offline media is more than just your logo. Include reminders for people to follow your accounts and website on all creative’s for ads, brochures, business cards, flyers, banners, etc. All print & packaging should include URLs, social media handles and coupon/QR codes to draw your audience to your online channels.