Consumers today have a wide range of choice to interact with brands. For example, a consumer who is searching for large canvas prints can use their connected devices to gather information about the product. For the marketer, this implies holistic thinking of consumer experience through the use and integration of relevant channels and touchpoints.
Marketing is usually online, offline or traditional but as per Gartner’s CMO Spend Survey, at least 98% of marketers say that online and offline marketing techniques are merging. Successful marketing strategies not only leverages on both online and offline marketing strategies but connects them to bring an integrated experience.
How to close the gap between online and offline marketing channels?
- Email marketing is traditional and yet it is still relevant, reliable and widely used. It has the ability to reach inboxes with relevant and customized content. For example, if a business that offers large canvas prints sends out 500,000 emails to potential customers to take advantage of a sale, marketing automation solution can trigger direct mail to consumers who did not open their emails within 7 days from receipt.
- Technology can work wonders when it is combined with advanced segmentation in the marketing automation solution. Brands can push their targeted offers to their customers by analyzing the customer’s location and behavioral patterns to serve meaningful offers according to their routine.
- Vanity URL’s can be used to drive offline traffic online. For example, if a customer is interacting with an offline marketing tool like billboards or print ads, they can visit your website’s landing page at a later time without the need to navigate from the homepage. URL parameters can be included in the “hidden URL” to be able to accurately track visits and conversions from the offline channel.
- Several technologies that have API or other types of integrations can enable a smoother and more cohesive customer experience across channels. For, example if Facebook is integrated with technologies like Square and Marketo, it would be easier to track purchases post ad-views.
These are just a few ways to minimize the gap between online and offline marketing to deliver a cohesive and cross-channel experience to customers.