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Bridging Offline and Online Marketing and Making it Work For Your Business

Aug 29, 2008
Marketing is the key behind all the success of popular products. Competitive marketing skills are really important in putting a certain product in the frontline. These marketing skills may be a combination of online and offline promotions.

It was undeniable before that there was a huge boundary between the offline and online marketing. However, these boundaries no longer exist. As a matter of fact, many of the savvy directors in the field of marketing are now taking advantage of crossing both the offline and online marketing. With practices such as search engine optimization and search engine marketing, marketing executives can spread their reach without increasing spend.

Businesses, small or large, have to have effective marketing mediums whether it is offline or online marketing. Returns on the marketing investments are better if both of the said mediums are to be used. This is where marketing through the Internet takes place. Internet marketing is being utilized in marketing strategies and work hand in hand in promoting a particular business.

The very first thing to consider in marketing, especially online, is identifying the objectives. One must still identify the target audience, understand the market, and deliver the message. The Internet allows you to have real time research data that can be used in deciding the next course of action.

Once identified, the customer needs to have somewhere to go to do business with the company. This is where websites come in to play. Some of the businesses and brands are located strictly offline with brick and mortar locations. This stifles the company's global marketability. Since most people today search online and are willing to test the water with different brands online companies have to go even further by developing more sophisticated sites. Some businesses operate strictly online with Internet positioned brands such as the Harper Collins' www.fireandwater.com and www.handbag.co.uk which are set jointly by Boots. As a result, a more competitive space makes companies more aware of the brand equity risks that can possibly lead to developing new brands online.

Though the Internet has been undeniably very helpful in the world of marketing, it sometimes weakens existing marketing efforts due to its poor designs. Also, poor online business process can cripple the success of a business online.

Once a proper website is developed, it is important to point all marketing toward your new online facility. This can be achieved through offline efforts such as direct marketing or tele-marketing as well as online marketing such as pay-per-click or search engine optimization of the company's website. A combined effort has a greater chance of success.

Say your company sends out postcards that directs the prospect to your website. Your website saves you time and money by educating the prospect on your company and its market offering. The website also encourages the prospect to sign up for a free gift or for information. Then the prospect is in the database of potential customers that you can send information and promotions through email periodically. From there you can analyze the rate of response and return as the prospects turn into customers.

On the other hand, say you have your business online. Someone searches in the search engines for what you offer. You have optimized your website and rank first for that keyword. The prospect then goes to your site and request someone contact them regarding your offering. You then have your sales representative contact them and educate them more on your offering. Afterwards, you send them a catalog in the mail which they use to go to your physical location to purchase.

In summary, a marketing medium, may it be an online or offline promotion or both, will definitely benefit your business as well as the needs of your customers. It is an advantage to leverage offline and online marketing efforts together. Consistency on the offline and online brand promotion is the key to gain the trust of the customers and to have a unified and clear business.
About the Author
Jeff Beale is a marketing consultant with Jazar Dezign, a marketing firm that provides search engine optimization , web design, search engine marketing , and other Internet marketing services. Visit his blog at http://www.searchenginenewswatch.com and the company site at http://www.jazardezign.com
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