Combining Online and Offline Marketing
If you want to maximise your marketing potential then utilising a number of marketing strategies is a must.
One area we often find businesses fall down on is integrating online and offline marketing together and allowing them to complement each other. Reality is that even though both may get on fine alone, they’re stronger together. By ensuring that your multiple marketing strategies complement each other you create a stronger, more effective campaign. Here’s why and where we see these issues commonly take place.
TV and the Internet
Faster broadband speeds and other factors have led to the rise of internet video and television. This has changed things in terms of how and what people watch. In fact, according to statistics over 80% of people watch videos online via PC or mobile device. In fact, in some cases people don’t even watch no original TV series on traditional TV sets – preferring to opt for web based options such as Netflix and others.
So, if your business is spending money and effort on TV advertising it mightn’t be the best way. Ideally, you need to integrate internet marketing tactics into your TV efforts. This can be anything from using banner ads or utilising the power of paid for targeted audiences via social media with a marketing message.
Of course, there are still some ways businesses can benefit from the television. Product placements tend to work well across all mediums still and offer a great way to get screen time.
Alternatively, if your budget allows – paying for advertising on catch-up TV can also be an option. Many would even consider it better than TV adverts as it can’t be fast forwarded like traditional advertisements tend be increasingly. These adverts also allow users to target audiences better by demographic – all of which is certainly worth consideration and among the dos for business.
Radio and the Internet
Radio has also changed in terms of marketing – probably for the first time in the guts of a century. However, don’t be fooled, it’s still a very profitable tool for marketers. In the USA almost 60% of music listeners listen to digital or traditional radio. In addition, radio adverts drive 5.8% of all sales in the US according to a report by Nielsen.
It’s also worth noting that traditional radio is important for millennials and around 70% of people 18-34 listen to it. Radio apps also tend to be used a lot for those in higher income brackets. So, the reality is that running adverts on radio, whether via online or traditional means still has a lot of sway. It’s also often hyper local, which allows a business to capture a lot of the local audience.
Print and the Web
Reality is that though it was hit hard by changes, print media is still alive and there is plenty of advertising value from print. For example, print and newspapers tend to have high levels of trust among adults and it’s very useful for local advertising.
In addition, it’s easy to integrate with online methods. Adding emails, coupons and other additions to print can be easily done. In addition, most print mediums have online equivalents, which make integration even easier. For local businesses print offers a lot of value, especially for those looking to get press releases or business related news published. Though it’s easy to get releases up online, real value is gotten when it’s placed in front of a specific audience.
Print is also quite specific in terms of audience, so publishing materials in a niche relevant magazine or paper can also still provide a lot of benefit.
Like anything, marketing is about adapting and the aforementioned will hopefully get you thinking.