The biggest dilemma for the markets, in this modern age, is the allocation of budget for marketing purposes of their products or services. Even though online marketing has become a rage and it has reaped in fruitful benefits for them, yet the importance of offline marketing cannot be neglected.
Offline marketing is still consuming a significant chunk of the budget of these organizations. Figures show that the retailers in the US spent almost 80% of their marketing budget on offline marketing channels even though they get most of the benefits from online campaigns. The essential practice to optimally allocate the marketing budget is to integrate offline marketing with online marketing. Here is how you can that.
Social Media Platforms
Social media has become an integral part of almost everyone’s life. Individuals, across the globe, are using these platforms for staying in touch with each other, sharing their life happenings, and expressing their views. However, it has also provided an opportunity for the marketers to stay connected with their target audience and generate the interest of potential customers. The marketers can also use these platforms to analyze the performance of their offline marketing campaigns. For example, you can use the polls on various social media platforms i.e. Twitter and Facebook for your market research. Moreover, you can also encourage your audience to use the “hashtag (#)” trends to express their views on the offline ad campaign you have conducted. It will help you to analyze the performance of your offline marketing campaign and aid you to allocate adequate budget for it.
IP Targeting
Another effective way to integrate your offline marketing with online marketing is to use IP Targeting. Send your customers a mail piece while at the same time serve them ads to their mobile devices and home computers. IP Targeting is a very effective way to digitally get in front of the people you want to see your ad. Unlike PPC or other forms of digital marketing you’re not serving ads and wasting dollars on people that have no interest in your services. You only serve ads to people you think are more likely to buy your product or service. To learn more about how IP targeting works click here.
Event Marketing
Hosting an event can help your audience to take notice of your brand. It can open new prospects for your business. However, you can use the online marketing channels to spread the news about the event you are hosting. Through the extensive features of various social media platforms i.e. Facebook Events and Twitter trends etc. you can market your events. These platforms will also give you an insight on the number of people interested in attending the event you are hosting.
Apart from social media networks, you can also use influencers who can write about your event and spread the news about it on their blogs or pages. They can spread the word-of-mouth about your event which will help to generate maximum interest of the audience.
To sum it up, integrating online marketing with offline marketing has become the need of the hour for all the brands regardless of their size and scale. It will allow them to allocate the marketing budget accordingly and use it optimally to gain maximum return on investment. If you haven’t yet integrated the offline marketing with online channels, do it now using the methods as mentioned earlier if you want to enhance your earnings. If you would like advice or to learn more, please feel free to contact us!
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