One of the biggest challenges for any business is understanding the various platforms that consumers are using to find and engage with content and offers.

The marketing mix is constantly evolving and growing, and channels such as social media and websites should not be considered in isolation.

In fact, consumers often use multiple platforms and devices to access content and engage with businesses. It is therefore essential to consider online and offline channels together since this is how consumers are actually operating.

Traditional vs. Digital

It is important to note that although consumers are usually aware of the existence of online and offline marketing, they often consider these channels to be separate and distinct.

For instance, a survey conducted by HubSpot reveals that consumers perceive digital channels, such as social media and search engines, to be less credible than traditional marketing platforms, such as TV and print.

In considering marketing channels, it is important to understand the different methods and styles of communication that can be used to reach potential customers.

Online vs. Offline

An analysis of the Global Brand Index 2016 data shows that although consumers prefer to research products and make purchase decisions while online, they often use physical stores to browse, learn about products, and make purchases.

The rise of the digital shopper means that in the future, in-store and online research can and probably will occur simultaneously. This is a significant development, as businesses must now consider both online and offline marketing when developing marketing strategies.

Product vs. Service Marketing

Since digital customers are often considered “self-sufficient” and “savvy,” marketers often try to persuade them that their product is the best in the market and that it is important to tell them about the many perks that come with using it. This type of approach, although effective, can be dangerous.

If your product is considered “premium” or “special,” chances are consumers are going to find out about it and flock to it. But this does not necessarily mean that your product is better than the competition’s—all it means is that you managed to convince the consumer that your product is worth paying for.

Instead of focusing on product marketing, which convinces consumers that your product is the best, you should be investing in service marketing.

Mobile Marketing

If your product is considered “new” or “innovative,” or if you are a small business, chances are you are not yet equipped to handle online marketing and sales.

So how can you get started with mobile marketing, given the above? The answer is simple: Use a tool like HubSpot to create a centralised database of customers, followers, and prospects.

With a robust CRM platform like HubSpot, you can take the complexity out of marketing. You can create email campaigns, track results, and analyse performance to determine exactly what is working and what is not. For consumers, this means you can have a much better idea of what they’re receiving—and what they’re not receiving—than you do with a random batch of emails.

HubSpot also offers mobile marketing and engagement tools. These tools, which are generally available for download, allow you to create push notifications, offer deals through push notifications, and more.

The Importance of Online and Offline Channels

To conclude, understanding how consumers access and use different types of marketing channels is critical to the effective execution of digital marketing strategies.

So, what are the key takeaways from this article? First, consider online and offline channels together since consumers often use both simultaneously. Second, make sure you have the right tools to measure the results of your campaigns. Third, be sure to consider the different methods and styles of communication that can be used to reach potential customers.