It is important that you make use of both the traditional and digital mediums to carry out the same campaign. For example, it is imperative that print ads have the same design and voice as an ad that is being run online. Additionally, the print ads should always encourage the consumers to go online; this may be to the actual website or to the social media accounts and it would be even better if they can go to both. It is also important that you come up with a unique and useful hashtag to be used in your campaign and make use of this hashtag in all your marketing efforts. The essence of this is to ensure that you are getting your customers engaged while tapping into a larger audience.
Your business brand always needs to be aware of the 4 C’s in order to get the most out of the ROI in their campaign. The C’s are as follows:
- Coherence: It is important that the two kinds of communication are connected in a logical manner
- Consistency: You should ensure that all the multiple messages are working towards supporting and reinforcing the goal, and not in any way contradictory.
- Continuity: You should ensure that the communications have some sense of connectivity and are always consistent at all times.
- Complementary: You should ensure that there is some synergy in your marketing campaigns such that the sum of the individual parts should be greater than the whole.
An excellent example of an offline and online marketing campaign that is effectively integrated is done by none other than The Coca Cola Foundation. The Coca Cola brand has been known for
their consistent messaging – in so far as their primary brand is concerned. What is astonishing is that there are literally thousands of brand that are housed under the Coca Cola brand, in fact there are so numerous that many people would have these products in their homes but they do not even realize. However, thanks to the unwavering integrated marketing efforts of this company people are able to appreciate the Coke Classic brand.
The brand recognition of Coca-Cola stands at a staggering 94 per cent. The Coca Cola brand is so recognized that studies have shown that the most common languages that are used in the world today are:
- Okay
- Hallelujah, and
- Coca Cola
What is the lesson that you brand can learn from this? Well, this simply shows that it is vital for businesses to concentrate on one chief piece of communication that disseminate from there. It is imperative that both the offline and online marketing efforts are linked to one another in a seamless manner in order for the campaign to be successful and not confusing to the end consumer.
Experts are of the opinion that for brands to get the message across and increase the overall brand awareness, then it is absolutely necessary to make use of every medium that is available to the consumer on a day to day basis. It is imperative that the brand is present on multiple touch points. Therefore you need to make sure that you have struck a balance between your offline and online marketing activities.