Connecting offline with online marketing
Connect offline with online marketing to maintain or create consumer interest and increase sales.
People go online for more information on products or services – even when purchasing offline
An iProspect survey of 2,300 individuals found that 67 per cent were driven to search for more information online following exposure to offline marketing. The top three channels driving users online were television ads, word of mouth, and magazine or newspaper ads. iProspect hypothesise that people go online to ‘seek validation’ of offline marketing messages. And an eMarketer survey found that 63 per cent of respondents go online to research products or services before purchase. These findings suggest that companies without a strong online presence may lose valuable consumer interest. iProspect’s study also suggests that businesses marketing solely online may miss opportunities to create online traffic using offline marketing.
Companies that do not sell online might think that driving people onto the internet will result in losing sales to web retailers – but this may not be the case. Studies from BIGResearch and TMP Marketing both found that over three-quarters of respondents who research products and services online follow up with offline actions including in-store purchase. This ‘research online, buy offline’ behaviour shows that offline businesses can compete with web retailers – if they provide the information consumers are looking for.
What information are your audiences looking for?
Basic product or service detail may exist on your website, but could you expand on this with resources that answer common queries – such as FAQs, environmental credentials, or customer reviews? To support offline marketing, could you create news items or web resources that provide further details on campaigns? Or social networks could provide ways for new and existing customers to discuss products or services, allowing people to both obtain information and become more confident in your credibility.
Make it easier for people to connect with online information
As iProspect’s survey found, offline marketing drives online search. And in a business i article last year, search expert Ed Foster said: “Search is a barometer of other noise you make in the market”, pointing out that offline marketing can increase search activity. Search engine optimisation or search advertising could therefore allow people to more easily connect with your online information.
Simple offline steps could help people to easily find your online presence, such as ensuring your home page and social network links are on general marketing literature, and linking campaigns to specific ‘more info’ web pages. The use of ‘friendly urls’ such as ‘example.com/summerspecial’ could make such links more presentable on printed materials, and more memorable to the consumer.
Create online traffic using offline campaigns
Offline marketing can drive online interest. Businesses engaged solely in online marketing could therefore create new offline campaigns designed to create online traffic. Campaigns could highlight the valuable online information on offer, and perhaps offer incentives to get involved. For example, you could – via direct mail, ads or PR – invite people to your Facebook page which provides information and special offers, or encourage participation in online product or service feedback discussions. Finding ways to encourage customers to share experiences with friends could also spur online interest.
Facilitate ‘research online, buy offline’ behaviour
Providing relevant online information fulfils the research needs of consumers. But, for companies that do not sell online, it’s important to then bring people back into the offline world. For instance, emphasising the benefits of offline purchase, such as try-before-you-buy, and providing call-to-actions, such as callbacks, online appointments, in-store reservations or vouchers, could convert online interest into offline purchase. What steps could you provide to make offline purchase easier and more beneficial?
The value in connecting offline and online
The internet is an important resource for consumers seeking information on products and services. People are often driven online in response to offline marketing, or other influences such as word of mouth. But they may ultimately return offline to purchase. Proactively providing the right information, and helping people to connect with it, could therefore help to both create and maintain interest in your products or services, thereby increasing sales – online or off.
Connect offline with online marketing to maintain or create consumer interest and increase sales.
People go online for more information on products or services – even when purchasing offline
An iProspect survey of 2,300 individuals found that 67 per cent were driven to search for more information online following exposure to offline marketing. The top three channels driving users online were television ads, word of mouth, and magazine or newspaper ads. iProspect hypothesise that people go online to ‘seek validation’ of offline marketing messages. And an eMarketer survey found that 63 per cent of respondents go online to research products or services before purchase. These findings suggest that companies without a strong online presence may lose valuable consumer interest. iProspect’s study also suggests that businesses marketing solely online may miss opportunities to create online traffic using offline marketing.
Companies that do not sell online might think that driving people onto the internet will result in losing sales to web retailers – but this may not be the case. Studies from BIGResearch and TMP Marketing both found that over three-quarters of respondents who research products and services online follow up with offline actions including in-store purchase. This ‘research online, buy offline’ behaviour shows that offline businesses can compete with web retailers – if they provide the information consumers are looking for.
What information are your audiences looking for?
Basic product or service detail may exist on your website, but could you expand on this with resources that answer common queries – such as FAQs, environmental credentials, or customer reviews? To support offline marketing, could you create news items or web resources that provide further details on campaigns? Or social networks could provide ways for new and existing customers to discuss products or services, allowing people to both obtain information and become more confident in your credibility.
Make it easier for people to connect with online information
As iProspect’s survey found, offline marketing drives online search. And in a business i article last year, search expert Ed Foster said: “Search is a barometer of other noise you make in the market”, pointing out that offline marketing can increase search activity. Search engine optimisation or search advertising could therefore allow people to more easily connect with your online information.
Simple offline steps could help people to easily find your online presence, such as ensuring your home page and social network links are on general marketing literature, and linking campaigns to specific ‘more info’ web pages. The use of ‘friendly urls’ such as ‘example.com/summerspecial’ could make such links more presentable on printed materials, and more memorable to the consumer.
Create online traffic using offline campaigns
Offline marketing can drive online interest. Businesses engaged solely in online marketing could therefore create new offline campaigns designed to create online traffic. Campaigns could highlight the valuable online information on offer, and perhaps offer incentives to get involved. For example, you could – via direct mail, ads or PR – invite people to your Facebook page which provides information and special offers, or encourage participation in online product or service feedback discussions. Finding ways to encourage customers to share experiences with friends could also spur online interest.
Facilitate ‘research online, buy offline’ behaviour
Providing relevant online information fulfils the research needs of consumers. But, for companies that do not sell online, it’s important to then bring people back into the offline world. For instance, emphasising the benefits of offline purchase, such as try-before-you-buy, and providing call-to-actions, such as callbacks, online appointments, in-store reservations or vouchers, could convert online interest into offline purchase. What steps could you provide to make offline purchase easier and more beneficial?
The value in connecting offline and online
The internet is an important resource for consumers seeking information on products and services. People are often driven online in response to offline marketing, or other influences such as word of mouth. But they may ultimately return offline to purchase. Proactively providing the right information, and helping people to connect with it, could therefore help to both create and maintain interest in your products or services, thereby increasing sales – online or off.
Guide – Create your marketing strategy