For as long as the world spins around we’re going to hear the same debate about offline and online marketing. The emergence of the latter has led some to suggest that traditional methods are dying but in truth, both can live very successfully together. In fact, it can probably be said that both rely on each other pretty heavily.
Of course, there are ways to make them more efficient. This is going to be the purpose of today’s article, as we take a look at three ways you can make your offline and online channels integrate together and produce a killer marketing strategy.
Tap into technology to make everything align
In some ways, online marketing is stealing the show. However, the advancements in some technologies means that it’s also become easy to make your traditional marketing follow suit.
Let’s take billboards. This is one of the most traditional, tried-and-tested methods out there and offers a really good return for some companies.
On the more modern end of the spectrum, we have video screens. These are the screens which are placed around stores, and usually offer a more animated (and potentially more sales-heavy) version of the billboard.
Using the likes https://cenareo.com/retail/, it is now easier than ever to update all of your screens across the globe in one go. It means that as soon as your traditional marketing options are changed, all of your animated versions can follow the pattern in a flash.
Ultimately, all marketing efforts are aligned – and this can be a key objective as you attempt to portray the right message to your audience.
Take advantage of geo-targeting (it works both ways)
There are some really interesting cases of geo-targeting. For example, one high-profile retailer decided to target all customers who were in the radius of competitor stores. They increased their PPC bids for this audience; as they knew that these shoppers were most likely looking around to see if they could find products, they had found in the store at a cheaper price online.
The above example is perhaps one of the more complex, but some retailers can really strip things back but still reap the rewards. For example, simply directing users to your website to “view more products” is the simplest way of marketing to customers in-store, and often works very well.
Traditional marketing can fuel online marketing
Finally, let’s talk about the way in which traditional marketing fuels its online equivalent. As we all know, PPC clicks are getting very expensive and pricing some companies out of the market. It means brand searches are more crucial than ever before, as they are so cheap to acquire.
This is where traditional marketing slots into place. Whether it’s via television advertising or even leaflet distribution, just getting your name out there might be enough to increase the quantity of searches for your brand, and ultimately make your online marketing activities a lot more cost efficient.
