The Integration of Offline and Online

MarketingBy: Casey Bradley

Business marketing is one of the easiest and fastest ways for organizations to communicate their ideas.

The business environment is constantly changing, needs to market their image must be applied innovatively and strategically for success.

Why is Marketing So Important Today?

Enable business to be open 24 hours a day and 365 days a year.

Marketing techniques:◦ 1. Applying company website on business card◦ 2. Outdoor signboards◦ 3. Press release◦ 4. Promotional clothing

Offline Marketing

Increases customer relationship through additional visual opportunities.

Marketing techniques:◦ 1. Easy reading articles◦ 2. Blogging◦ 3. Online networking◦ 4. Social sights, such as FaceBook

Online Marketing

How to Compete in a Changing Environment?

Offline and online marketing techniques are each valuable in their own way, however if they are coordinated, effectiveness of each can maximize impact.

Many people still want to touch and see products first hand, but also be able to research them on their own time.

Successful multichannel marketing require integration to fully assess and target their audiences.

Why is an Integrated Approach so Important?

Slice began as an urban street youth organization, worried that undersized content could not meet prospects for a web page.

Slice wasn’t meeting their quarterly expectations.

Slice attempted to attract media coverage, however efforts failed to maintain new members.

(Spinder, 2001)

Case Study: Slice on Thin Ice

Slice posted their best material online -primarily pieces that were to be performed at future events.

Slice cross-promoted through publicizing important dates, email flyers linked to website homepage, and they prominently established their website on Journals.

Case Study: Slice Takes off

“ Promoted online, the Journal’s distribution and sales doubled in two seasons. Soon, Slice performances were packed, since their supporters could always find out when and where they were” (Spinder, 2001)

Case Study: Slice Success

As we have seen, diversity, exposure and techniques are integral to an organizations success and creditability.

Integration of offline and online marketing is critical to maximize success of a business. Offline and online marketing is interwoven onto one cohesive experience, each touch point with a companies brand is an opportunity to understand their business

Conclusion