While ignoring the importance of your online presence may be devastating in 2018, it is also unwise to ignore a strong offline presence. After all, by managing to breach this barrier and establish your presence in both online and offline world, you will send a clear signal of being omnipresent and omnipotent when it comes to the needs of your clients. Achieving this as an SMB or a startup can be particularly impressive and, therefore, allow you to quickly rise above your competition. With that in mind, here are 5 ways to sync your offline and online marketing to your benefit.
1. Data-driven marketing
The thing about digital marketing is that it has reached so far unprecedented levels of customer data analysis, based on which one can make an incredibly efficient marketing campaign. In the digital world, it’s much easier to observe patterns of behaviors and come up with statistics that can forward your self-promotional efforts. Today, with AI-backed analytical tools, you can easily use trends from one marketing channel to boost another. Needless to say, this also gives you a much easier job at measuring success rates of your marketing efforts.
2. Finding a format-friendly design
The second thing you need to do is look for design trends that are equally as efficient on various surfaces and materials. For instance, while your company’s logo may look great in the corner of your website, it might not look as good as an app icon or on the package of your product. Moreover, your strategy may heavily depend on promotional materials like custom t-shirts. Finally, you also have to worry about the logo on the façade of your headquarters and your company’s banner. All in all, finding a design that is cross-format-friendly needs to be one of your top priorities.
3. Aiding your offline sales with apps
When it comes to the use of apps in e-commerce, a lot of people assume that their only function is to increase the number of your online sales. What these people fail to see is the fact that 78 percent of all local mobile searches of your brand (including app engagement) end up in an offline sale. In other words, people sometimes use your e-store merely to compare how competitive your prices are. On the other hand, there’s always a chance that they’re visiting your website to confirm your address (although this is something that they are more likely to use Google maps and Yelp for).
4. Augmented reality is the next step
Augmented reality (AR) is perhaps the greatest thing that has happened to the e-commerce, especially in fields of furniture and accessories. Nowadays, with the cunning use of models, your audience can see how a piece of jewelry will look on them, as well as how a chair will look in the center of their room. In the past, they would have to envision it, which just wouldn’t be the same. Therefore, making a promise of AR or even VR and including them into your marketing campaign can yield outstanding results.
5. Decreasing the time spent in the store
In theory, you want your audience to spend as much time in your store, however, indecisiveness that is followed by a lack of purchase might tie your resources and, therefore, hurt your profits. By providing people with a way to purchase their desired product online or even pick it before coming in person may drastically reduce the time of their decision-making process, therefore, decreasing the time they spend in the store. This is particularly useful if you’re working with a limited amount of space and want to be as efficient as possible.
At the end of the day, syncing your offline and online marketing is far from easy but potential rewards more than make up for this. In order to get this right, you need to assume the viewpoint of a customer and observe all possible approaches to your brand from their perspective. As simple as this may sound, it is an effective and revealing method that you shouldn’t neglect.