MOBE Training: The digital movement has made marketing considerably easier. Entrepreneurs can now reach wider audiences, and just about anyone can promote their products online without engaging a professional marketing expert.
This is no way make traditional marketing means irrelevant. People still very much watch television, and no one can avoid noticing a billboard or two in as they move around town in their daily activities. They may go on to find out more about the product online, but their attention was still caught by that billboard or television advert. That is why it is important to utilize both traditional and digital means of advertising to gain the maximum exposure for your products.
Your offline traffic forms their purchase decision based on information they got from an offline source. For example, they will see your advertisement on television, and will be hooked enough to consider your product for purchase, hence they go to the website to find out more and probably make a purchase. What hooked them into your product is the television message. They expect to find the same feel in the website.
Focus on creating mutually harmonized messages and themes in all your advertising efforts. All the taglines, messages, product descriptions and slogans should be integrated and consistent enough that someone visiting your website for the first time could easily relate your online persona to the offline one and create a mental linkage.
Uniformity of your messages helps your customers find your website with ease, and also keeps them in the website longer, as they will want to find out more about the message that hooked them from an offline media. The longer they spend in your website, they more likely they are to be convinced of your product, hence making a purchase.
Marketers should not view digital and different entities to be tackled separately. Using both method gives you a wider reach and can strengthen your brand presence. Integrate your messages for both methods to avoid confusing your audience.