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How do online and offline tactics fit into your marketing strategy?

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Tactical Marketing Strategy

In account service, one of the most common questions we hear from clients is how to determine the right mix of online and offline tactics when planning an advertising campaign or overall marketing strategy. Well, the short answer (that not everyone likes to hear) is there are numerous factors to consider when determining the right marketing mix for your company, such as your product/service, goals, target audience, and budget. There is no magic formula, but in many cases, the best results come from integrating both online and offline tactics into one cohesive marketing strategy.

According to an eMarketer survey that measured which marketing channels produced the most quality, high-volume leads, B2B marketers reported trying a little bit of everything — whether time-tested or cutting edge — from trade shows to telemarketing to social media ads to behavioral retargeting. The overall takeaway from the data was that “marketing methods that provide a venue for interaction tend to outperform more passive ‘blasts’ — both in quantity and quality.”

However, it’s important to keep in mind whether you’re a B2B company or more consumer-focused, there is no “one size fits all” solution when it comes to your marketing strategy. A good piece of advice is to put yourself in your target audience’s shoes. For example, if you’re selling a tech-related product or service, you’re more likely to reach a tech-savvy demographic online. But if your company is marketing to an older generation that does not spend a lot of time surfing the internet, you would probably yield more positive results by concentrating on traditional offline marketing tactics. Sometimes it even takes a little tweaking to find the right balance.

Developing an integrated marketing strategy requires consistency, synchronization, and a solid plan to continuously analyze and improve your marketing approach, similar to a successful football play. In order to create and/or maintain a consistent brand image, your communications across all online and offline channels should convey the same key message. Ideally, that key message will be carried through in all of your marketing efforts using complimentary online and offline components. One simple example would be to include your company’s URL or mention your social media presence in a print ad or brochure. New opportunities in mobile marketing are making it even easier to make a synchronized impression through online and more traditional marketing channels.

It’s also important to have the right vehicles in place to track your results. The only way to really know how well your marketing strategy is working is to implement some type of tool(s) that will provide data and analytics that will help you make informed decisions. There are countless tools available to track your marketing efforts online, one of the most popular being Google Analytics, though it should also be used in conjunction with metrics that gauge your offline marketing efforts.

What approach to developing a marketing strategy have you found to be most successful? Feel free to share your thoughts in the comments.


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