6 Ways to Integrate Offline & Online Marketing for Business Growth

Marketing | 5 minutes to read

14th Apr, 2022

Struck with siloed, slow, and spine wrecking field sales marketing processes that don’t deliver? Discover the path to high-profit field sales service prospecting for breakthrough results. Businesses can spur growth and substantially achieve many business benefits by aligning offline and online marketing channels.

Snapshots:

    • Brands must align their online and offline marketing efforts to bolster sales revenue in a hyper-digitized marketplace
    • Formulating a cross-platform promotion strategy and unifying the focus of all demand generation channels can revenue generation across both channels

    • From field sales service to social media ads, brands must create a consistent branding to maximize the brand recall

    Consumers often encounter a brand and its products/services through the company’s marketing efforts across digital and offline mediums. Therefore, brands need a combination of offline and online demand generation platforms to execute successful customer outreach campaigns. However, if both these channels are not aligned, the messaging at different touchpoints can be weakened and inconsistent. This will confuse customers rather than attract them to learn more about the company’s offerings or make a purchase.

    Offline channels like field sales service, BTL activations, billboards, and popup stores in residential areas have been highly effective in the past. But the advancements in digital communication coupled with the last 2 years of the stay-at-home environment have forced businesses to go online in their pursuit to regain sales momentum. When implemented together, online and offline demand generation techniques can support and amplify each other, creating a unified strategy. Let’s uncover 6 ways in which enterprises can integrate offline and online marketing to achieve high revenue growth.

    1. Create a singular focus for both the channels 

    It is very difficult to measure the ROI of offline marketing activities. Furthermore, it is exceedingly challenging to unify online and offline efforts apart from basic branding continuity. The easiest way to unify both marketing sources is to create a singular focus and maintain a common point of contact for both. This means that enterprises should market the same product/service across both mediums. Additionally, all the offline outlets should be direct to one landing page, keywords, or even QR codes so that marketers can verify the continuity.

    2. Formulate a cross-promotion strategy 

    Field marketing and online marketing can be used parallelly to promote FMCG, OEM, and CPG products. Marketers can promote a set of products using the same ad banners, ad copies, product previews through direct-to-doorstep marketing or in-store activations. It can then be used on social media, websites, and on display ads. Alternatively, brands can use creatives or visuals to encourage their audience to visit a specific landing page and capture their contact data for subsequent follow-ups.

    3. Collect email addresses offline

    Brands can collect email addresses from in-store customers to connect offline marketing to online marketing. They can orchestrate in-store branding and promotional campaigns to build excitement around products and then encourage customers to go online and take action. That action could be making a purchase, participating in a contest, or even reading the content. This will enable brands to drive traffic to their online platforms and successfully integrate their offline platform into an omnichannel model.

    4. Migrate offline customers to online channels 

    An easy way to ensure that a brand’s offline marketing syncs with its offline demand generation campaigns are to add information that directs customers towards its online channels. Brands can add a QR code to their printed materials so that customers can scan them and visit the landing page. They can also add social media links to the offline communications sent out in the form of pamphlets, catalogues, etc. This will encourage people to follow the brand on social media and engage directly. By adopting these strategies, enterprises have the best chance of digitizing their real-life leads and managing them more effectively using online tools such as CRM.

    5. Implement a consistent design across all platforms 

    It is vital for brands to implement consistent brand designs across all demand generation channels to ensure uniformity. Both field marketing and digital marketing rely on brand recognition to drive sales results. Enterprises must highlight their brand name in high-traffic and visible locations, including billboards, in-store branding signages, social media channels, or on display ads. Also, it is important to use the same colours, fonts, and designs in offline marketing, if possible. The key here is to align the look and feel of brand promotions.

    6. Leverage incentives to capture audience interests 

    Brands can use their digital demand generation infrastructure such as the website and email marketing to drive offline in-store marketing. A brick-and-mortar has limited access and visibility in comparison to an online storefront, which can be accessed by anyone, irrespective of their location. Brands can use this to their advantage by creating store-specific discounts and offers that entice locals to walk in the store and make a purchase.

    Conclusion 

    Brands should not take unmeasured steps while building their customer outreach and marketing efforts. They should not rely heavily on only one channel of demand generation because it can result in siloed and back-breaking processes. They must combine offline marketing tactics like field sales service, door-to-door marketing, in-store activations with online channels to regain sales momentum in the post-covid marketplace.

    Connect with our field sales agency in Noida to kickstart ROI-driven, integrated demand generation engine to bolster sales success in the new normal.

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