Despite the fact that businesses have become more and more aware of the benefits of making use of both offline and online marketing tactics, there are very few businesses that have taken the time to integrate both in order to reap the full potential of these two.
Generally, most businesses have the perception that online marketing and offline marketing are two entirely separate machines that demand two different tactics. But the question is, are they really any different? Well, to be entirely honest they are different. Nevertheless, as a marketer you need to concert your efforts to avoid confusing your brand, and there is a very high likelihood of this happening if you have two separate marketing departments that are working autonomously. More often than not, the outcome is never good.
In today’s digital world it is commonplace that whenever a potential customer sees an advertisement on a billboard, they will follow up by just casually logging on to twitter to check if there is a social media ad for that brand. Now imagine what the outcome would be if those two campaigns, those two ads are making use of two completely different tones, strategies or voices? From the perspective of the consumer, this is just one brand and not separate marketing departments and they will automatically be put off by lack of congruency. This divide between the two marketing strategies is one of the main reasons as to why your marketing campaigns need to ensure that both online and offline efforts are integrated.