Many businesses, particularly local ones keep their online and offline marketing separate. This is typical business practice across many industries. But, what if we could tell you that if you combine online and offline marketing you will not only save time and money but also gain more business?
What the difference between online and offline marketing?
Some would say it’s pretty obvious – one type is entirely online, the other offline. However their differences go beyond that. When online marketing is executed it is usually approached completely differently to traditional offline marketing. This is mainly because they both require different messaging and mediums. While offline marketing usually presents consumers with something that is physical like a letter, poster or brochure and provides a very direct message; online marketing doesn’t require a physical being and is usually more subtle like social media posts or blog content.
Why are online and offline marketing treated as separate parts of a business?
As we said above, online and offline marketing require different mediums and messages. This is mainly why they are kept separate. These two types of marketing also require to be undertaken by people with very different skill sets. Someone who creates successful traditional marketing campaigns may not necessarily be able to execute a successful online marketing campaign and vice versa.
How can I combine online and offline marketing?
You can combine online and offline marketing in many different ways. However one of the most effective is to send your audience on a journey through both your online and offline channels. For instance if you have a cafe you could give everyone who buys a coffee a loyalty card (traditional marketing). Then on that loyalty card you could have something along the lines of – snap a selfie with your coffee and tag @WimbledonCoffeeCafe for a chance to win a £10 gift card. This will make your brick and mortar store customers interact with your business online. Consequently when your customers do this, their followers on social media may see it and want to enter too. Therefore they will come to you cafe and buy a coffee to be in with the chance of winning – gaining business both online and offline.
What are the benefits of combining online and offline marketing?
You can capture two separate audiences under one campaign. Combining online and offline marketing can increase your campaign’s reach because you’re spreading the same message in two separate marketing spheres. Additionally this can make your marketing more succinct and more consistent. By communicating the same message across all of your channels you’re also strengthening your brand and your voice which is key to marketing your business more successfully. The stronger the brand the better your audience can recognise and relate to your business, the more likely they are to become loyal customers.