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5 Tips to Combine Traditional and Digital Marketing

Today, the business world is more polarized than it ever was before. For instance, while 50 percent of all SMBs don’t even have a website (41 percent of which feel like they don’t need it whatsoever), some are so obsessed with their web presence that they completely ignore traditional marketing. While both of these aspects have their benefits and downsides, what these people seem to forget is the fact that these two aren’t mutually exclusive. In fact, they give the optimal results when used together. Nevertheless, combining traditional and digital marketing is all but easy, so here are five tips that might help you with this.

1. Local mobile searches drive offline sales
One of the most astonishing techniques that you need to keep in mind is the fact that 78 percent of all local mobile searches result in offline purchases. This can mean several different things. There might be a person standing in front of your store, checking out several other places to see just how competitive your prices are. Furthermore, a person walking nearby might just be in need of your products or services and they are currently checking if there are any nearby retailers. Finally, they might be making sure they’ve got the right address. Either way, mobile searches definitely boost your offline sales.

2. Social media icons on promotional products
Another thing you need to understand is the fact that you don’t actually have to write your profile name on your promotional products in order to drive some traffic. For instance, you might be in an industry where social media marketing is not a common thing. After all, we already mentioned that so many entrepreneurs don’t even feel like they could benefit from a website. So, creating custom T shirts with your company’s name and logo, as well as adding several social media icons underneath can merely remind your audience that you’re also present on these networks.

3. Giveaway prizes
The next thing you need to understand about promotional products and merchandise is the fact that they are great low-cost prizes for various giveaways, quizzes and live-events. In other words, you can make an online giveaway where you hand out abovementioned T-shirts and hats. In this way, every person that wears them in public becomes a walking billboard. Regardless of how silly this may sound, by wearing your corporate colors in public, these people are serving as silent brand ambassadors.

4. Organizing a conference
When organizing a conference, you’re hosting an offline event, right? Well, not necessarily. You see, a conference is a live face-to-face event but there are so many opportunities here that you can use for online promotion. For instance, you can try to live-stream an event that you’re hosting or attending (with the permission of the host, of course) via your website and drive more traffic your way. Aside from this, images from this event can be used when promoting your next event. In this way, you also get more material to display on your website.

5. Live-chat
Finally, one of the marketing trends that is considered to be the embodiment of the symbiosis between online and offline techniques is live-chat sessions. This method is already widely utilized in the real estate industry but, in reality, it is applicable in many other industries. The one-on-one approach to customers is particularly popularized in the last several years (even though its effectiveness was never in question, in the first place). This happened when B2B and B2C marketing stepped aside to make way for the superior P2P marketing.

At the end of the day, the combination of these techniques that you decide to use depends on your industry, as well as on your budget. Live-streaming someone else’s event is not the same as recording your own with a drone and a professional camera crew. Nevertheless, the efficiency is not the same either. As an entrepreneur or marketer, it’s your job to find the mix which suits your situation the most.
Apr 26 '18 #1
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