How to Integrate Online and Offline Marketing Strategies in Your Business

The methods of marketing have changed. Thanks to the internet and social media, everyone can be an advertiser, content creator, and promoter, effectively bypassing the traditional advertising models. The digital landscape provides new platforms and ways to connect with consumers, and allow businesses to track the effectiveness of marketing initiatives. It’s important to note that these platforms and tools change regularly, so it’s vital that brands remain flexible and adapt with the times.

Cross-Channel Marketing

It’s essential to understand the growing trend of digital consumers. Research shows that people primarily use digital platforms to search for anything and navigate websites or apps for purchase, while interacting with social media platforms to learn about and connect with brands, products, and people. As a result, marketing strategies across all platforms are becoming increasingly important.

Traditional marketing models focused on driving consumer awareness and interest in a brand or product. However, with people shifting towards digital alternatives, the focus has shifted to driving consumer actions, such as purchase or registration, to follow a brand or product.

Purchasing Trends

New data from Experian shows that while people use various channels to research and find products, purchase decisions mostly happen on digital platforms. In fact, consumers say that websites and online marketplaces are mainly responsible for their recent product purchases. It’s clear that the growth of online commerce isn’t going to slow down.

Branded Content

Branded content, or content specifically designed to appeal to consumers, based on their demographics, can boost your marketing efforts. It doesn’t need to be expensive to produce; in fact, the benefits of branded content can be amplified with minimal effort if you work with a talented content team. Producing bespoke content, especially for online platforms, is a great way to attract and retain customers. It can also be used to promote products, events, or causes, as well as expand a business’ social media presence. The advantage of branded content is that it’s already designed to appeal to your target audience. This saves you the effort of re-creating content that may already have done the rounds, and increases the odds that they’ll engage with your offering.

Customer Delight

According to HubSpot Blogs’ research, almost half (48%) of consumers say that excellent customer experience is the key to attracting new customers and retaining existing ones. Furthermore, 40% of respondents say that providing exceptional customer experience is more important than cutting edge marketing or having the latest product.

When a company provides a good product or service, and the experience is outstanding, 69% of customers say that they’re likely to recommend the product or service to others. However, when a company provides an excellent product and service, but doesn’t promote it, customers are less likely to do so (58% to 56%).

A company’s customer experience is shaped by many factors, including the way the business interacts with customers via email, websites, and mobile apps. As a result, the marketing team’s main purpose is to improve customer experiences, and with a clear goal in mind, the process is more likely to be effective. Furthermore, by measuring customer experience and the effect that changes have on future behavior, companies can effectively track the overall improvement of their marketing strategies and identify areas for enhancement.

Content Curation

Content curation, or the gathering and publishing of content produced by others, is becoming a popular strategy amongst businesses, especially in the realm of marketing. Doing so can provide many benefits, including increasing the odds of an article or piece of content reaching a desired audience and being shared. Additionally, gathering and publishing content can help brands get their message out there, without needing to go through the effort of creating original content. The downside is that content curation, as a strategy, is a fairly new one. As a result, it needs to be implemented carefully and used in conjunction with other marketing tactics, such as SEO and PPC. In order to make the strategy work for your business, it is essential to find a way to effectively measure its success, so you can determine how much you should allocate for it in the future.