A great challenge for any company who wants to enter the digital world has been the creation and implementation of a comprehensive marketing plan. Such a strategy that takes into account and integrates offline and online marketing actions as to achieve corporate objectives.
When planning such a comprehensive marketing plan, you might often encounter some barriers such as ignorance of the great benefits of the Internet or the lack of consistency between what we want to communicate in traditional media and digital media.
In this post I will give you key tips that will guarantee your company an efficient integration!
Key aspects of a successful integration
Defining clearly the target market is one of the fundamentals of creating a plan for your business. Are there differences between your online and offline target market?
No, Actually there is only one audience be it online or offline.
Objectives and KPI’s
When integrating online and offline tools it is extremely important to set objectives and measure KPIs (performance indicators) that help to track the proposed objectives.
It is necessary to agree on some objectives and metrics that allow you to measure them and determine their degree of compliance in order to make corrections so that you could optimise your strategy later.
In addition you should be think about short, medium and long term results since not all results can be achieved at the same time.
Tools are crucial to help you track your marketing activities be it online or offline.
There might be a lot of tools in the market but make sure to choose the best one depending upon your product or strategy.
It is very important to know how both channels are interacting, hence make sure to find out which tools for a particular campaign.
Companies continuously emit messages around them even if they are not intentional. The corporate identity is the physical manifestation of the brand and through it the companies to transmit and manifest their identity, showing it to the public.
Does your company have a brand manual?
In it the master lines of the image of a company or institution are designed so that there is a visual coherence of your logo, stationery, premises, facilities, website, blog, email marketing template, etc. So be it an Exhibition Display Stands or a Facebook ad you need to make sure the message is aligned to your company’s brand.
A great challenge for companies is to create contents related to their product that include interesting and relevant information for their target audience.
In order to correctly define your content strategy, you have to know what information your consumer needs. This will decide how you want your image to be transmitted on social networks.
Traditional marketing communications cannot be used in the same way in the online world, since each channel requires a different kind of communication, but you should bear in mind that there is always coherence between the different messages.
Chatbots can also be incredibly useful in improving the overall customer experience.
As we explained before, in your content strategy you have to be clear about what content you want to share. In addition to sharing , it’s important to engage with your audience through these channels. That also means being attentive to what your audience has to say about you, always respond, thank the comments and monitor these actions.
If your company is growing , then you can also hire a full time Social Media Manager.
Be it online or offline marketing, companies need to be very clear on their end goals. Tools can greatly help you track campaigns, hence make sure to research before investing on a tool.
Hope this article will help you better your online and offline marketing.