Why a Seamless Transition from Offline to Online Marketing Is Important

January 3, 2018 | Jason Kay

There is an unfortunate lack of connectivity in many companies between their offline and online marketing efforts. Some marketers, either by lack of budget or options to connect, fail to link their offline and online marketing efforts together. In some cases marketers treat the two as separate tactics, while worst-case scenarios see other marketers using only one or the other. The reality is that consumers are relying on both when connecting with brands. In fact, according to Science Daily, more than 80% of online ads have an effect on offline sales. As such, it’s important to provide your consumers with a seamless transition between the two worlds.

Online Marketing Generates Offline Conversions

As the Science Daily data suggests, consumers interacting with online ads are contributing immensely to offline conversions. It is important to realize that offline conversions still afford consumers the chance to inspect and examine merchandise before making a purchase. This doesn’t discount the role of online marketing though.

Mobile devices account for more than half of online searches, and nearly 53% of online shoppers prefer to use smartphones when searching for products/services. Beyond that, 69% of consumers still trust local publications and 54% are more likely to purchase products advertised by traditional means. When online marketing is connected seamlessly to offline marketing, it leads to increased conversions offline.

Offline Conversions Shape Online Marketing

When consumers cross the divide from online to offline and convert, they bring with a treasure trove of data. If your offline and online marketing efforts are seamlessly connected, you get first-party data that is invaluable in shaping your marketing efforts online following offline conversions. You’ll gain insight into purchase history, demographic information, call history, and even the channel, campaign or source. If your marketing efforts are disjointed, you’ll miss out entirely on this information (at worst) or have to rely on third-party data to shape your marketing (at best).

Delivers Consistency to Consumers

When you achieve a seamless transition across offline and online marketing channels, you present your brand and messaging to consumers with consistency. Ideally, all of your marketing messaging and brand presentation should look and feel the same, from billboards, direct mailers, and radio ads to social media marketing, search ads, and mobile app engagement. When the consumer picks up the phone to call your company, they should be able to receive the same messaging from the sales or customer service rep.  With a consistent message across these platforms, you’ll not only enjoy greater success in marketing as a whole, but you’ll encourage cross-platform participation among consumers because it is easier to do.

How Can You Achieve Seamless Transitions?

There are lots of ways to offer consumers a seamless transition from offline to online and vice versa. Determine what is and isn’t working in your current marketing arsenal by testing which channels, campaigns or sources are driving traffic to you.

When phone calls are a big part of your business, start using trackable numbers. Suppose a consumer is inspired to call your business based upon an online ad, but that number isn’t tracked, then they’re likely to get the runaround in trying to find the deal they saw. Worse, they’ll feel like their time isn’t valued by your brand. With the simple inclusion of trackable phone numbers though, the transition becomes seamless as the caller is directed right to the department handling that promotion.

Curious to learn more about creating a seamless transition from offline to online for your customers?  Get in touch today.