Why Connecting Online with Offline Marketing Matters

By Felicia Tsung

Everyone in marketing likes to talk about digital marketing. Just check the headlines of any marketing blog and you'll find hundreds of articles on the subject. Today's consumers have access to almost every product and service conceivable with just a click of a mouse. For businesses, digital marketing is essential.

Just because digital marketing is indispensable, however, it doesn't mean you can ignore your offline presence. Like it or not, there are still plenty of consumers who interact with brands in person. This makes it more important than ever to build a bridge between your online and offline presences.

For one, you'll drive more traffic to your business. Connecting the dots can drive your offline audience online and your online audience offline. It will help you connect your customers with your brand during all stages of the buying process.

A few months ago, Squarespace reached millions of viewers with a 30-second Super Bowl ad. According to Squarespace, the ad was "an iconic way for a brand to make a statement ... [and] the spots that run can make a lasting impression on the public's perception of a brand."

Whether you enjoyed the ad or not, it was still significant. An online company, known for their completely digital services, felt the need to advertise during the Super Bowl. It's all about reaching as many people as possible, even if you’re a purely online operation.

Combining Online and Offline Marketing Pays Off

To reach customers, your brand presence needs to be consistent and seamless. From your website down to your business cards, every format becomes an opportunity to turn someone into a customer.

This is especially important in today's world. Consumers are busy and they most likely won't remember your brand the first time they're exposed to it. After the second, third, or fourth time, it'll start to stick. Having a combination of online and offline marketing with consistent branding means that they'll remember you sooner.

For a brand like eyewear manufacturer Warby Parker, opening retail locations offered the company a way to interact with customers in person. Neil Blumenthal, company co-CEO, calls these locations "a form of marketing and customer acquisition." And he's right. Retail locations became the intersection between an innovative online experience and traditional retail. The stores' clean design mimics the brand's e-commerce website. This has created a seamless experience for those craving a chance to see the company's eyewear in person or even to place an order.

Offline marketing also allows you to focus more directly on your customers. Allowing them to interact with your brand in a different way can foster an irreplaceable personal connection. It might be a simple handshake, but that personal experience can lead to a devoted following.

In addition, the more channels available for customers to interact with your business means more opportunities for you to gather data on how customers will interact with your brand. One customer might look up your brand online before stopping by your store to see your product in person. But then they might not make a purchase until later when they spot a promotion on Facebook. It's all interconnected. Bolstering all these channels allows you understand how your customers interact with your brand.

Of course, not every brand can afford fresh retail spaces or a Superbowl ad. The point is that creating a cohesive bridge between your online and offline presences can’t be ignored. It could be as simple as ensuring consistent branding or throwing an event together. You'll reach more customers, create more avenues for purchasing, and grow your business, both online and off. And that’s a win-win.