Online and Offline Marketing
It is important to be aware that online and offline marketing cannot run separately. If someone is offline you need to trigger them to go online and vice versa. If someone is offline for example and they are watching TV and an advert comes on from Aer Lingus saying there is a sale on flights. Therefore, Aer Lingus wants the new or existing customer to go onto their website to make a booking. Aer Lingus are trying to trigger people to go online. “Book online now”. This is a clear call to action. All promotional material such as flyers must have all the social media icons and the company’s website address on the flyers to further increase the company’s awareness to the online environment.
A marketing budget should be integrated for both the online and offline marketing environment. However, this will not be the case for all companies as in today’s economic climate companies are limited to a tight budget and therefore are moving to the online environment. Consequently a budget should be set with 80% being spent on digital marketing and 20% on traditional marketing.
The problem with the online environment is it requires much more expertise and skill than the offline environment. For example Search Engine Optimisation (SEO), Pay per Click (PPC), Email and Google Analytics all require skill and expertise. With Google Analytics what we do online is now measured easily. Though there is still a need for expertise for the offline environment it all comes back again to knowing who your customer is and how you are going to target them. Another problem with the online environment is that it takes time. A company will not be successful over night by setting up an online environment. When setting up a website there are a number of options companies need to be aware of such as the content which is key in order to be ranked on Google with relevant keywords and links are important. Social media content must be engaging and the information needs to be updated on a regular basis. As you progress you are constantly changing your online environment. In relation to the offline environment when you advertise information it is gone and to make changes in the future costs are expensive.
There are a number of ways in which digital marketing strategies can be integrated with traditional marketing methods. Again you must assess your target market and ask yourself is there a gap in the market for your business. One must ensure they are meeting customers’ needs and wants and therefore they can then fill this gap with the new product/service. The company’s unique selling point will be essential. Therefore, one must look at the buyer’s journey. Company’s first must create awareness of products/services followed by customer/prospect engagement, customer acquisition, customer retention and customer advocacy. Companies must identify their goals, objectives and personas. They will have to be an allocation to time, expertise and budget for both the online and offline environment. In terms of time, companies may have to allocate more time and effort into the online environment as it takes time to implement and requires expertise.