How to combine online and offline marketing efficiently in 2023
Today, where most business competition is online, digital marketing certainly plays a key role, but it is not the only medium used by companies. As a matter of fact, the goal is to find a meeting point between offline and online marketing strategies.
Offline marketing tools offer an essential aid to digital marketing. Even though social media is used by about 4.89 billion people, some potential customers may be cut off, not to mention that in the B2B segment, most communication and promotion take place in person.
It is easy to see, then, how integrating offline marketing with digital marketing can make a difference in reaching out new customers and retaining existing ones. To be successful, however, it is crucial to adopt some specific strategies.
QR codes, a link between digital and offline media
A viable strategy to seek integration between digital and offline media is to take a step back: print materials were the first form of communication, and today, paper supports are back in vogue, especially when enhanced with digital information.
Using QR codes, for example, it is possible to visit the website or social profiles, view offers or review a product or a service by simply scanning the code on the paper medium with your smartphone.
Creating a QR Code is quick and easy and putting it on paper is just as easy. As a matter of fact, by relying on specialised websites, it is possible to print QR codes on posters and flyers of various formats and materials. This can be a useful idea for shops, trade shows and events.
Digital media as a way to create face-to-face interaction
Digital marketing tools can also be useful for creating an in-person relationship with existing or potential customers. Just a form or WhatsApp message is enough to arrange an appointment and interact face-to-face, a way that is appreciated and occasionally required in some sectors, such as real estate, finance or automotive.
It should also not be forgotten that although advertising campaigns today are mainly carried out using strategies such as influencer marketing, display advertising or email marketing, word of mouth has always been one of the most effective forms of marketing.
Go for an omnichannel marketing strategy
Integrating digital and offline marketing also means adopting an effective omnichannel marketing strategy, so that the experience offered to your customers is the same both online and in the real world.
In this way, it is possible to boost the brand image, create consistent campaigns and reach a wider target. For this aim, the logo, colours, and fonts used online must be the same as those used in the print media.
As a component of this strategy, the utilization of pricing tools can enhance the implementation of an effective pricing strategy across both channels, enabling you to outperform competitors. Furthermore, this approach allows for the customisation of pricing for loyal customers, thereby increasing the likelihood of them making repeat purchases with your brand.
Teasers to create a sense of anticipation
This tool, borrowed from the world of cinema, is nothing more than a trailer that allows a preview of movies and shows, creating an expectation in the audience. The teaser can become another way to reintegrate online and offline communication in various sectors.
For example, if a company launches a new fashion accessories collection, it can present a short video on TV that links to e-commerce, just as an event, such as a concert or an exhibition, can be promoted on social media by sharing these short videos, perhaps choosing the right hashtags to make them go viral.
