Find out how to join the forces of online and offline using the Blended Marketing strategy – WAU
In an increasingly interconnected society, communication between companies and consumers has changed dramatically. So, it’s time to add Blended Marketing to your strategy. In this article, you will find all the information necessary to understand this important marketing modality.
Today, companies need to establish communication channels inside and outside the network, and this balanced integration of such channels is known as Blended Marketing.
In this article we will talk about:
What is Blended Marketing?
Blended Marketing is a type of marketing that develops campaigns with coordinated actions in the real world and in the virtual world.
When a company is able to take advantage of Digital Marketing and also of traditional marketing, carried out offline, in the same strategy, it is exercising Blended Marketing.
In other words, this strategy includes all marketing actions that combine Digital Marketing techniques with those of offline marketing in a complementary way.
When the goal is to convey a single message, one area acts as support for the other, and their mission is to create an omnichannel marketing strategy.
If your intention is to put this concept into practice, it is important to understand the concept of marketing, right?
How does this strategy work?
The modern public requires several channels of communication. After all, consumers are present in digital media and, at the same time, in areas outside the network, such as television, magazines, advertisements and shopping centers.
Although we may think that the combination of online and offline marketing is impossible, in fact it is the opposite.
Traditional marketing directs its efforts to consumers in general and manages to reach a larger number of people, while Digital Marketing allows us to segment the audience for a totally specific audience: the target audience. Taking advantage of both approaches is part of Blended Marketing.
A comprehensive strategy should combine the principles of Traditional Marketing, such as price, promotion and point of sale, with those of Digital Marketing, such as forecasting modeled through the study of public behavior, personalization of communication, information exchange and engagement.
What are the advantages of Blended Marketing?
Blended Marketing is effective in giving more visibility to a brand inside and outside the network, so that the interaction with the consumer is not established only through screens of smartphones and tablets.
In other words, consumers can interact with the company through various activities, such as retail visits, image ads and more, which creates a presence in the public.
On the other hand, Digital Marketing allows the consumer to connect with the company through different devices.
This interrelation of the brand with the target audience enables the generation of leads, which translates into increased sales. In addition, a campaign that aligns the communication objectives in the Blended Marketing actions provides customers with a positive experience with the company.
Finally, the customization created by Digital Marketing allows to adapt the strategy to the situation, which can make the brand much closer to the public.
How to put it into practice?
To understand how we can implement Blended Marketing actions, it is important to mention some examples:
- first, the renowned cereal brand Kellogg’s created a store where customers could purchase a product in exchange for a Twitter post;
- as a second good example, the Pull & Bear brand launched an offer for customers to take a photo wearing an outfit, and then share it on social media;
- finally, the chocolate company Kit Kat created a campaign to exchange energy by cell phone battery for a product, all at a physical promotional point.
What do these examples tell us? That these strategies generated many benefits for companies that managed to unite the actions of an audience that lives in the real world and in the virtual world of social networks.
Therefore, separating online and offline marketing is an obvious mistake, and uniting them is to achieve balance and obtain great benefits.
In addition, whatever the product, a comprehensive campaign must identify the value of the consumer and his power to communicate his experience with the company through the tools he has, both physically and digitally.
It is necessary to keep in mind that, when combining the two types of marketing, simplicity and creativity are essential. But not only that, it is also essential that the campaign is clear and not confused.
In the era of Digital Transformation, the central theme is the consumer. Thus, he can take his experience to the digital world and express his satisfaction with the purchase of the product or service. In addition, the networks can take the consumer to a company event.
It is important to emphasize that this traffic should be measured, which will indicate whether the strategy is successful or whether any adjustments are needed to improve reach.
Blended Marketing is, without a doubt, the best marketing option, as it combines the virtues of offline marketing with digital doo marketing, allowing constant monitoring and interaction with the public.
The tools used to develop the marketing strategy will depend on the interaction that the company wants to obtain with the target audience.
It is also important to remember that online marketing is much more economical and measurable. It also allows you to fully understand the audience, their preferences, experiences and comments.
In addition, it is possible to segment and adapt the brand to the needs of the public, which allows the company to create complementary campaigns in the real world.
Through offline marketing, these campaigns are able to generate promotional activities, such as sweepstakes, contests and activations, which, in turn, makes it possible to share them on the network. It is an interconnected strategy, being beneficial for any brand, as it makes it more attractive.
Did you like this post? Then you can not miss the article in which we show the Marketing trends for 2020!