Do your offline and online marketing strategies complement each other?

Written by Ita Buckley on 24th August 2016


Online marketing has grown exponentially over the last few years, everyone is moving online but do they ensure that their offline and online marketing strategies are cohesive and run in tandem?

Some professionals would be of the opinion that offline and online marketing are to separate entities and cannot overlap in anyway. This in some ways is true, something that is designed for an offline medium, like a radio ad, is not necessarily going to translate over to an online medium smoothly, changes need to be made but it is the overall message and tone that should be maintained, from your billboard ads to your tweets.

According to a survey carried out by the CMO in 2015, 22% of businesses felt that they were integrating their social media channels with their offline channels well, and only 29% of UK businesses felt that their online marketing complemented other areas.

In today’s modern society, where everyone has such easy access to the internet it is vital that your strategy is consistent throughout. The four c’s of integrated marketing are an easy way to ensure that all campaigns translate well from offline to online. Any good marketing strategy should be:

  • Coherent: Do all aspects of your campaign sit well together in a logical manner
  • Consistent: Do all of your messages and your tone validate, and not contradict each other?
  • Connected: Do the communications and call to actions of the campaign connect and are they consistent across platforms throughout the campaign?
  • Complementary: Does the message, tone, imagery and call to actions complement each other and sit well together.

FCDM is a full service digital marketing agency and understand the equal importance of both online and offline marketing, that is why we work with our client to take their brand from offline to online.

If you are interested in learning more about having a consistent offline and online strategy contact a member of our team today.

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