Which media strategy is better? Online marketing or offline marketing? The answer is both. Creating the perfect synergy between online and offline marketing will result in the most effective marketing strategy for any company. At Marketing Keys, we truly believe that and highly recommend that our clients have the perfect blend of both online and offline media. For some time now, companies have shifted from offline marketing to strictly online marketing. However, the right answer may be omnichannel marketing. When used together, online and offline marketing can deliver the best results. Here are some ways to combine offline and online tactics for effective marketing.
1. Use online calls-to-action in your offline marketing.
Do you utilize QR codes on your print ads? This will be a great way for your audience to visit a dedicated landing page so you can capture their contact information for a follow-up. You may want to utilize QR codes on all of your printed collateral in addition to print ads.
2. “To be continued” campaign.
Have you ever seen campaigns where they begin a story offline and then it is continued online? This allows you to send the viewer to a landing page or your social media platforms where they will find additional content. For example, write a print article and include a call-to-action along the lines of “find out more at www.yoursite.com/landingpage.”
3. Use online engagement results to drive offline campaigns.
Have you ever used your most popular image on social media as the main image for your next print campaign? If you’re not sure which artwork or graphic to use in your next print campaign, contest, or event, post the options to social media and ask your followers. This is a great way to engage with your audience and create a cohesive brand experience.
4. Place digital contact info on business cards, menus, mailers, etc.
Make sure your content has digital contact information, such as email addresses, social media handles, website, etc. on them. Doing so will help expand the relationship from offline to online and increase marketing opportunities.
Many advertisers have approached digital media and traditional media as an "either/or" decision. Instead, the focus should be on creating the right balance between both!
Carolina Macedo, the author, is Project Coordinator of Marketing Keys.