Integrating Online and Offline Marketing Messaging is the Way to Success
For the best business results, online and offline marketing messaging should be consistent and integrative. Though online and offline are two very different worlds, to succeed locally and globally, small businesses need to create a seamless transition for prospective customers. No matter which collection of marketing you favor, both are integral to contemporary business success.
As a digital marketing company, we are evidently very much supporters of going after online markets rather than offline. After all, the digital space is where a lot of the audience growth is and it’s where consumers are at. If you want to build a brand successfully, online is absolutely where one needs to pay attention to.
For larger businesses and/or localized businesses though, they may also see some return on TV ads, print ads, and similar offline targeting. Despite the fact that digital marketing is where a lot of attention is paid, offline still has some value.
Now, in terms of building a seamless transition in the eyes of the consumer, there’s a few easy ways to do this. Much in the same way you might design your website, you want to use the same logo, colors, and general design structure across all your marketing. If a consumer is attracted to your brand based off an offline advertisement and then, they go online and see your visual representation to be different, that can be confusing. That’s not what you want. Subsequently, any offline ad that directs a consumer online should do so with a purpose, such as visiting your website to procure a specific coupon code or something similar.
It also bears noting how some offline and online platforms are beginning to blur together. For example, many newspapers are in part or in process of moving online. TV is also becoming increasingly digitized. As more channels like these converge, it’s going to become increasingly the case where offline and online marketing is one. In some instances, you may not know where your next customer is coming from. The awareness a customer has from your brand may be generated offline. The same can be said about the other stages of marketing – engagement, intent, and conversion. This makes it all the more important to ensure seamless integration across online and offline marketing messaging.
As we believe there to be a much higher upside to digital marketing, we believe in building strategies around online. This way, offline is secondary and can be crafted around what you already have planned for online lead generation. Digital marketing has so many possible channels to dig into, including email, social media, eCommerce, SEO, and others. If you’re serious about potentially building long-term momentum, digital is the way to go. What’s released digitally does not an expiration date. As digital content remains online for the long-term, it can continue generating leads for months and potentially, years to come. There’s something to be said for that.
If you want to learn more about how to build an effective digital marketing strategy, contact a representative at Unlimited Exposure today. Experts across numerous different online marketing strategies, we know the value of integration between online and offline. From awareness through to engagement, intent, and conversion, we can help generate real long-term results for your company. Speak with Unlimited Exposure today for more information!
