This insights post is a summary of the blog post published by The Pollack Group. View the full post at: Omnichannel Marketing: We Still Live In An Offline World.
Although the methods for marketing are always evolving, at its core, the goal is clear: to promote and sell products or services to consumers. As agencies and brands continue to embrace the digital landscape, marketers face a common question: “How can I leverage this to my advantage?”
There isn’t one answer for every audience because every channel in marketing will resonate differently depending on the target. While one consumer might be influenced by an Instagram post, another might be drawn to an ad in their daily newspaper.
Though these two methods seem worlds apart, both are able to capture a potential customer’s attention. In an ever growing digital landscape, physical marketing continues to hold value. Billboards, signage, print ads, experiential marketing, and direct mail remain vital instruments in the marketing symphony.
While they may no longer dominate as they once did, these traditional channels still serve as the cornerstone of many successful marketing strategies. There are several categories for these traditional channels including:
- Small scale: snail mail, print ads, and signage are among the most common forms of physical marketing today.
- Brick-and-mortar: retail stores offer unique advantages. The ability to advertise a product or service and allow customers to purchase it immediately is invaluable.
- Experiential: One thing customers consistently value is the ability to test a product before they buy it. In fact, 74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the products being promoted (Forbes).
- Traditional vs. New Wave: What makes this era of marketing unique is that digital and physical strategies are not necessarily mutually exclusive. With nearly everyone in the world carrying a computer in their pocket, the opportunities for marketing are virtually limitless.
The Enduring Value of Physical Marketing
While it may seem that traditional marketing methods have taken a backseat in the digital age, this perception couldn’t be further from the truth. Physical marketing is pervasive, and it is going to stick around because we live in the physical world. Small-scale, brick-and-mortar, and experiential marketing will continue to be essential components of the industry for years to come.
To get more details about the channels, read the full article at: Omnichannel Marketing: We Still Live In An Offline World.
