Don’t Isolate Your Online and Offline Marketing Strategies
Social media marketing has moved beyond the stage of “integral aspect” and is now the soul of many successful marketing campaigns. But people still watch television, go to stores and drive in traffic. They still check their mail and attend community events. Neglecting traditional marketing wholly in favor of online marketing means missing chances to integrate both channels in order to establish a pervasive presence.
Just as brick and mortar businesses can benefit from online marketing, e-commerce companies can benefit from physical advertising and networking events. But integrating your efforts means doing more than using both online and offline channels to market your business— it means treating them as components of a single omnichannel strategy rather than separate entities.
Don’t Assume Online and Offline Audiences Are Comprised of Different Demographics
The concept seems simple enough: a much larger percentage of people younger than 65 use the internet than people over 65; therefore it makes sense to use online advertising to appeal to young people and print to appeal to the mature population. Many advertisers operate on this principle without realizing that there is a broad overlap that broadens every day. A growing percentage of older adults use digital tools and hunt down services and products online. Younger populations may be active on social media, but they are inundated with ads and information that they have learned to ignore. And with an increasing number of tools for seamlessly connecting web and physical content, online and offline audiences are blending to make up a single market.