The choice between online and offline communication can be confusing, but the simple fact is there is not one channel that should be used exclusively to engage your customers. Choosing the right channel at the right time is critical to customer engagement.
Customers switch between physical and digital worlds freely while they move through the buyer’s journey. The Internet does not change the fact that businesses have been successfully selling offline for years. Many companies now use a mix of online and offline marketing techniques to drive more traffic to their business and generate more sales.
Companies that build on traditional principles and adopt a customer-centric approach will be able to build a stronger reputation, both online and offline, which will breed the customer loyalty needed to make their communications campaign more successful.
Print media such as flyers and brochures radiate reliability and value, and have a more trustworthy effect on older target audiences in particular. Plenty of businesses still post information about their services and offers to potential clients by mail. Direct mail campaigns give a high ROI and even a higher ROI than paid ads.
Even in the age of smartphones and the Internet, your potential customers are still paying attention to the printed word, and you can boost your sales by advertising in magazines and newspapers.
Formats such as TV, cinema and radio commercials are still an option as they continue to have a large reach. Trade shows can provide opportunities to network with both prospective buyers and other industry leaders. In addition, these events can offer other offline marketing opportunities — for instance, they are ideal places to distribute your print materials or explore the possibility of becoming a future featured speaker.
If you target people in your local area, then using offline communication activities gives you a great opportunity to establish a good relationship with them. This will increase customer loyalty. People like business that take efforts to interact with them rather than businesses that appear impersonal or aloof.
Businesses need to deliver a consistently slick customer journey that adapts to customer preferences and their actions. It is therefore more important than ever that businesses engage their customers with relevant, timely messages and content, delivered through the right channel for the type of message. When implemented together, offline and online marketing techniques can support and amplify one another, creating a unified strategy.
Contact YTKO today for help in developing an integrated offline and digital communications strategy.