The success of every business, small, big or medium largely rests on the marketing efforts employed by the company. Over the years marketing strategies have witnessed a world of change with digital marketing taking center stage. Earlier, marketing would be limited to printed ads in magazines and newspapers, audio visual ads on television, direct marketing, printed newsletters, word of mouth, etc. But with changing times, every business has resorted to digital marketing in a major way. However, this surging trend has not undermined the importance of traditional offline marketing techniques.
With online marketing strategies becoming an important parameter to mark a company’s success, it is essential that both online and offline strategies are well integrated for best results. It is important for businesses to leverage the benefits of and reap the combined benefits of these potent forces for several reasons. Let us check out why it is paramount to integrate online as well as offline marketing efforts.
Consistency is perhaps the most important reason why companies need to integrate their online and offline marketing strategies. Marketing efforts are all aimed at creating a brand image and communicate messages to target audiences. What is being conveyed across the digital platform should be same as offline communications. Having different strategies online and offline can confuse your audiences and adversely affect their decisions in favor of your competitors. Print ads should prompt readers to visit the website and check out various offers. This is how you can increase traffic to your website and enhance your online presence. Similarly, the website should be top grade, user friendly with easy navigation and minimum loading time. With mobile searches increasing at an enormous rate, ensure that your website is responsive so that you can connect with your niche through every media. Your logo, tagline, color, font, message should be uniform for both online as well as offline strategies.
Consistency and integration of online and offline marketing efforts help create a uniform perception in the minds of your target segment. The brand image that you create with the help of marketing is directly related to the impression of your company, the organization, your commitment, etc. Spreading a uniform message across all platforms also adds to the integrity of a brand, lending an authentic and genuine tag to the brand identity.
ESTABLISH A MORE PERSONAL CONNECTION
Online marketing includes activities like Search Engine Optimization, Search Engine Marketing, Social Media Marketing, Web Analytics, Email Marketing, etc. all of which enable an encourage one on one communication with audiences. As a business you can get direct feedbacks and interactions with online audiences that help in reinforcing your brand identity and existence. People who see your advertisements in print or television or radio, become loyal when they check your business out online and come back with positive interactions.