The world of marketing is changing, and so is Omnicom Media Group. As consumers’ behaviors change to be more in line with digital nomads’ lifestyles, marketers must adapt and measure their efforts accordingly. If your marketing stack is still focused on email marketing, you may be missing out on the big picture.

The shift to digital marketing means that consumers now have the power to choose what will interest them and can quickly discard the rest. This new paradigm requires a complete makeover of your marketing efforts, and you can’t simply plug in your favorite apps and expect to get the same results. If you want to succeed in today’s digital world, you need to integrate online and offline marketing strategies. Here’s how to do it.

Online And Offline Marketing Integration

The first step to a successful marketing mix is integrating your online and offline strategies, starting with SEO and paid search advertising and continuing on to email, social, and more. Why? Let’s look at the facts.

More than half (52%) of the American population now gets their news from apps or websites rather than traditional television, print, or radio, according to the Pew Research Center. That’s a lot of potential customers you’re missing out on if you only rely on traditional media. To succeed in today’s digital world, you need to be present in all the influential places where your prospects are.

Even if you are active on social media, you can’t be present on every channel. To ensure that your marketing gets seen by the right people, focus on the places where your target audience spends their time. These are the places you want to be present in, and it starts with SEO.

SEO: Search Engine Optimization

SEO, or search engine optimization, helps to ensure that your site appears when potential customers search for the products or services you offer. The better your SEO strategy, the higher you will appear in search results. The better your SEO strategy, the more customers you will attract.

There are many different types of SEO strategies, but they all go hand-in-hand. For instance, if you’re working on improving your site’s UX, you may want to consider focusing on SEO strategy as well. The better your UX, the higher you will appear in search results.

Paid Search Advertising

Paid search advertising, sometimes referred to as pay per click (PPC) advertising, helps to bring in more customers by placing ads alongside search results. You pay each time someone clicks on an ad or buys a product that’s featured in an ad. Paid search advertising is a form of online marketing that can help to drive traffic to your site. To maximize your return on investment (ROI), you need to set a budget and stick to it.

Email Marketing

A significant number of consumers now choose to receive marketing emails from brands, companies, and retailers, according to the Radicati Group. Whether you’re an affiliate marketer who earns a commission for sending people to a merchant’s site or you’re just trying to grow your brand, email marketing is a great way to reach your audience.

Email marketing isn’t going anywhere, and in fact, it might be something you’ve been doing all along without even knowing it. In order to succeed in today’s digital world, you need to integrate email marketing into your strategy. Start with a clear understanding of what you’re trying to achieve and whom you’re trying to reach. Develop a marketing email list comprised of relevant leads from your SEO strategy. Using email marketing, you can engage with, and ultimately sell to, your audience wherever they are.

Social Marketing

To succeed in today’s digital world, you need to be present on all the influential platforms your audience uses to communicate and discover content.

The rise of social media means that consumers now have the ability to spread the word about your product or service via platforms like Facebook, Twitter, and Instagram — and you might be seeing a lot more of these platforms as consumers grow increasingly dissatisfied with the traditional models like YouTube and Instagram.

If you’re not present on these channels, you’re going to miss out on a huge chunk of your target audience. When executed well, social media marketing can help to drive traffic to your site and increase your brand’s awareness. However, like all forms of marketing, it takes a lot of effort to see results. You need to build a following, engage with consumers, and measure the success of your efforts. 

The Importance Of Offline Marketing

While SEO, paid search advertising, and email marketing are important components of a digital marketing strategy, you need to remember that not all of your prospects are online. A significant majority of the American population (62%) gets their news from traditional sources like television, print, and radio, according to the Pew Research Center. That’s a lot of potential customers you’re missing out on if you only rely on digital channels.

To succeed in today’s digital world, you need to integrate your SEO, paid search advertising, and email marketing strategies with your offline activities. One of the most important things you can do is to be present in your community. To attract new customers, you need to be physically located in the places where your audience is. This might mean getting out of your car and walking into a brick and mortar store or attending a small business meetup group in your area.

Offline marketing is especially important for local businesses. One of the major takeaways from the study cited above: Consumers prefer to do business with companies that they know are present in their community. If you want to attract new customers and grow your business, you need to be physically located in the places where your target audience is.

You can also use physical locations to showcase your product. If you own a coffee shop and you’re using it as part of your marketing strategy, you can put out information about your upcoming events or promotions. Having a pop-up store or setting up a small table with product samples at local grocery stores and other retail locations is a great way to attract potential customers. You can use online marketplaces like Cafe Press, Shopify, and WooCommerce to create personalized products that can be marketed and sold at these physical locations.

The better you integrate your online and offline strategies, the more you will succeed in today’s digital world. The more you integrate (SEO + PPC + Email Marketing + Social Media+) the more you will succeed in today’s digital world. The more you integrate (SEO + PPC + Email Marketing + Social Media+) the more you will succeed in today’s digital world.