The customer journey is transformed by offline and online media consumption. Find out how marketers can integrate the two media into their marketing strategies to better convey their brand message and drive action from their audience.
This article describes the following:
3 steps to integration
From offline marketing to online marketing
From online marketing to offline marketing
Other Ways of Online and Offline Marketing Integration
Due to technological development, buyers have become hyper-connected and empowered. They want to benefit from both the benefits of digital platforms (access, diversity, interactivity) and the offline convenience of touching Cork Bicycle Rent zone personal services and physical products (Busse, 2015). ). Customers expect to consume product information across channels whenever and wherever they want, disrupting the linear purchasing process. The channel on which the product was discovered is not the same as the channel on which it was purchased.
The proliferation of marketing channels means that marketers have a single view of their customers and consumers need integration to have a consistent brand experience (Smith and Zook, 2011). Researchers have found that marketing channel integration has a positive effect on customer loyalty through satisfaction (Frasquet and Miquel, 2017). In addition, the integration of online and offline communications has greater impact and is more cost effective (Smith and Zook, 2011).
Both online and offline marketing has its strengths and weaknesses. The advantage of integrating the two types of marketing is that marketers can get the most out of both worlds, as the advantages of one offset the disadvantages of the other.