Mix up your digital and offline marketing strategies
As you can probably guess, we’re inundated with questions almost on a daily basis. One of the more popular queries we hear from our clients and colleagues is: “How does our organization combine digital marketing with our offline/traditional marketing strategy.”
Using a traditional marketing strategy seems like a faux pas for “digital organizations” or in laymen’s terms e-commerce businesses. The common consensus is that everything is tracked, measured, analyzed, and presented to your management team online. Why in the world would anyone want to use a marketing channel that doesn’t offer all of that? Seems foolish? Not at all!
What certain marketing associates (sometimes managers) do not always come to realize is that traditional marketing channels such as print advertisements, radio ads, physical mailers, are all fabulous tools if you know how to use them correctly. Specifically, in B2B industries we will often see brilliant digital campaigns, that can be elevated to a whole new level with other channels. If you’re having trouble concerning figuring out what you need and are afraid of wasting your money, we would highly recommend that you speak with a marketing consultant first.
Before you jump the gun and order a thousand postcards, or whatever else you had in mind, have a look at a few tips we’ve put together regarding traditional marketing channels:
Lead times are not instantaneous
We’ve all been spoiled a little. Digital enables everything to be achieved in the click of a few buttons. One of the reasons so many marketing professionals gravitate towards digital channels is because the lead time to bring your campaigns to life is shorter and can easily be shared with superiors without having to bring them in for multiple meetings. Keep this in mind when using other channels as it’s a whole different ball game.
Leverage what you’ve already got
Do you already have a campaign running that’s on a digital channel? Well, why not leverage that same campaign, and think of other channels that would have an impact on your target customers. Use this as a foundation to learn!
It’s not always easy to track traditional channels
Once you start using other channels such as direct mail, it becomes increasingly difficult to track engagement and conversions. Sometimes you’re going to need to be a little innovative. What we’ve done in the past to monitor mail is we’ve created a unique URL that’s placed on each mailer. Ergo, if the respondent looks up the URL, we instantly know who they are and how long it took them to convert.