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 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 for new ones.
According to a Microsoft survey conducted on media platforms, the average attention span of a customer has reached dangerously low levels in recent years – almost 8 seconds before the individual is distracted by another stimulus. What this implies for a business is that if a person is not kept interested in those 8 seconds, then they are practically lost to them as a prospect and a customer.
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 that is similar to their vision. One way of doing that is by realizing that people can now easily switch amongst 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 with 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 who drive conversations with their peers online and invite other online customers to interact with connoisseurs at offline venues such as trade shows and conventions. Some examples include promoting through QR codes or URLs on retail products to create leads for online sales or generating discussion on Facebook and Twitter through displaying 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 process is by utilizing CRM business productivity tools that allow tracking of the reach and progress of all offline marketing campaigns, and the general success of the company’s marketing ecosystem.