Companies today have extremely impersonal relationships with their customers. With the advent of the Internet, although people can now easily connect with other individuals located thousands of miles away, their interactions are essentially disconnected and empty.
Businesses, in the modern context, cannot thrive on such detached and fickle relationships and to create the right business image, they must come up with ways to keep their customers engaged and loyal. With an unending line of competitors ready to grab their spot at any time, businesses have to focus their resources on building meaningful relationships with their existing customers, and not for searching new ones.
As per a Microsoft study directed on certain media stages, the normal ability to focus of a client has achieved perilously low levels in the late years – very nearly 8 seconds before the individual is diverted by another jolt. What this infers for a business is that if a man is not kept intrigued for those 8 seconds, then they are for all intents and purposes lost to them as a prospect, and a client.
Most businesses today try to tackle this issue by being where the customer is, giving them the opportunity to interact with their customers in a friendly and exciting environment, which in turn shapes the business image in the exact way they want to. One way of doing that is by realizing that people can now easily switch amongst the different marketing channels with relative ease; everything from social media campaign banners to television ads to print media to outdoor billboards.
Seamless integration of a business’ operations in every marketing channel allows them to always be in touch with their customer. Both offline and online campaigns – social, print and web campaigns – must be structured in a way that portrays a consistent business image or brand experience to the customers, keeping them aware about the offerings without being too intrusive or pushy. Exclusively targeting one marketing realm – either only-offline or only-online – significantly diminishes the effect of the message that is being sent to the customers, which may cause the business to lose visibility and make their prospective customers unreceptive.
Successful companies perform proper business analytics to smoothly mesh their offline and online programs; facilitation of peer-to-peer interactions is as important to a business as business-to-customer interactions. These activities help in attracting offline customers to drive conversations with their peers online, and invite online customers to interact with other connoisseurs at offline venues such as trade shows and conventions. Some examples include promoting QR codes or URLs on retail products to create leads for online sales, or generating discussion on Facebook and Twitter through hashtags on print or television ads.
Offline campaigns are therefore instrumental for boosting business productivity in such that they may not be effective when used exclusively as a marketing campaign, but the absence of it in the marketing mix would also be very detrimental for the business image. Implementing offline campaigns is more than just being accessible to the customers, and primarily aims at building the brand and making a significant impact on them.
One of the methods of executing this integration is by utilizing CRM business productivity tools that allow you to track the reach and progress of the offline marketing campaigns, and the general success of the company’s marketing ecosystem.
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