Why combine online and offline marketing?

Combining online and offline marketing can have an impact on the effectiveness of both channels. There need not be a conflict between the two marketing strategies; combining them often yields the best results. In this blog, I’ll explain why and how you can combine your online and offline marketing efforts.

Various types of online and offline marketing

Online marketing

• Search engine optimisation
• Search engine advertising
• Social media marketing
• Affiliate marketing
• Email marketing
• Conversion optimisation
• Reputation management
• Targeting

Offline marketing

• Print
• TV and radio advertising
• Word of mouth
• Sponsorship
• Lectures
• Trade fairs

This isn’t an exhaustive list, but it gives you a bit of an idea. Although we live in an online world, not everyone is a big fan of the internet. We often assume that everyone turns to the internet when they need important information such as news, trends or entertainment, but this isn’t the case. Today, there are seven primary generations:

• The Silent Generation (1925–1940)
• Baby boomers (1941–1955)
• Generation X (1956–1970)
• Pragmatic generation (1971–1985)
• Generation Y (Millennials) (1996–2000)
• Generation Z (2001–2015)
• Generation Alpha (2016–2030)

Four of these generations were around long before the internet made its appearance. Some of these generations are still into newspapers, TV, radio and other offline channels. Need further convincing? I’d be happy to list a few benefits for you.

Combining the benefits of online and offline marketing

Although digital marketing offers a wealth of benefits, it is important not to overlook the advantages of offline marketing. The perfect strategy is one that combines both online and offline marketing methods. There are a number of benefits to doing so.

Improved brand awareness

Marketing is all about exposure. Whilst marketing can help you reach a wide audience, combining it with offline marketing also helps you reach those people you cannot reach online.

Remember that exposure is important in sales and marketing. It helps you build a larger network and reach people who didn’t even know you existed.

Boosts your credibility

This is one of my favourite benefits. I’m fairly certain that winning the trust of consumers is one of the biggest challenges in doing business. Combining online and offline marketing helps marketers tackle this challenge.

Would you have much confidence in a company that doesn’t even have a website? Neither would I! If a client hears about your company offline and then goes online to find a wealth of information about it (a great website, excellent online reviews, etc.), the combination of your offline and online marketing boosts your brand awareness and credibility.

Competitive advantage

Look around you! You’ll probably see your competitors on Google, social media and other online channels. How often do you see your competitors advertising on TV, radio or via direct mail? In most cases, the answer is very rarely. Combining online and offline marketing can definitely give you an edge over your competitors.

Tips for combining online and offline strategies

Having explored the benefits of combining online and offline marketing in more detail, it is time to look at how you can put this into practice. Here are some simple ways to start combining your online and offline marketing.

1. Include online calls to action (CTAs) on all your printed marketing materials

Your direct mail and print adverts can persuade your offline readers to take action online. Effective calls to action are essential for both your online and offline marketing efforts.
Here are several examples of calls to action to encourage offline audiences to go online.

• Ask people to scan a QR code to make a purchase or book an appointment.
• Run an online competition as part of your offline campaign by encouraging people to create social media posts using specific hashtags. The best post wins the competition.
• Offer a special deal to people who visit a specific URL.

2. Create a ‘to be continued’ campaign

Start a story offline and continue it on an online channel. If people want to hear the rest of the story, they have no choice but to go online. Where should you direct people? Your website, social media pages, YouTube channel, blog, etc.

3. Involve your ‘ social ’ media followers in your next offline campaign

To give your marketing and engagement rate an extra boost, let your followers contribute ideas for your next print campaign, competition or event. Most social media platforms offer poll and quiz options that can help you gather insights from your followers.

4. Get creative

You’ve been given a few ideas, but how you put them into practice is entirely up to you.
When setting up a campaign, ask yourself how you can drive traffic from offline to online or vice versa, and how this will enhance the impact of your campaign. Combining both online and offline marketing techniques is one of the easiest decisions you can make for your thriving business.

Once you decide to combine your online and offline marketing, you need to ensure you track your results. This allows you to continuously test and improve your outcomes. Do you have a question about combining your online and offline marketing? Please feel free to contact us!