In this article, you will discover the role of offline and online marketing channels in shaping consumer behavior and how businesses can use both to their advantage.
The Difference In The Way Consumers Behavior
According to HubSpot Blogs research, 87% of consumers are more likely to purchase a product or service after viewing online reviews or hearing about it through social media. This goes to show how important it is for business owners to ensure that their business’ online presence is consistent across all marketing channels.
Businesses that put an emphasis on digital marketing and online channels only may find that this is enough to get the job done. However, if they want to see the best possible results, they need to consider investing in both digital and traditional marketing channels.
Offline Marketing: How To Determine The Demographics Behind The Behavior
In the digital world, consumers have the power to choose which products and services to use or reject based on information presented through websites, emails, and social media. However, this isn’t necessarily the case when it comes to offline marketing.
When a consumer is not connected to the internet or does not have access to it, this presents a problem. Without the ability to research products and compare prices and features online, they have no choice but to turn to other channels for information. This is where marketers can step in and help by determining which groups of people are most likely to consult non-digital sources for product information.
If a business owner wants to know more about their target audience, they can look into offline marketing channels for clues. With all the different marketing methods at their disposal, marketers can find hundreds of ways to reach potential customers and create demand for their products or services. Just remember: the more you know about your target audience, the better you can tailor your strategy to be more effective. This will help you determine the right marketing mix using Google Analytics and other tools which are available to you.
Online Marketing: Building A Balanced Online-Offline Strategy
Once a business owner has determined their target audience, they can move on to develop an effective strategy for digital and social media. This involves creating content to attract potential customers, responding to and engaging with customers on social media, and measuring the results of their strategy.
As part of this strategy, businesses should consider investing in both online and offline marketing channels. While the internet provides consumers with invaluable information, it doesn’t always provide consumers with the best possible results. For example, if a business wants to promote a new product but doesn’t have any feedback or reviews to go by, the business could lose out on potential customers who might find better information through social media.
From a marketing standpoint, this is known as the ‘valency effect’ and it happens because social media users have a greater chance of encountering an advertiser’s content than a product review from someone who didn’t participate in the testing or trial of that product. In light of this, marketers should use the power of social media to their advantage by creating accounts for businesses across all platforms and engaging with customers, even if they don’t have a physical storefront or online presence.
Include both channels in your strategy because while the internet can be a powerful tool for marketing, it’s important to remember that not all web traffic is created equal. With the right strategy, a business can take advantage of the tremendous reach that the internet provides while also ensuring that their offline efforts do the work.