Connecting the dots when it comes to online and offline marketing can be a challenge. All too often marketers get stuck creating distinct campaigns and content for print and digital without leveraging the power of both.

But remember - our audiences don’t fall into one category or the other. In most cases, they bounce freely back and forth between different types and formats of media. Consider this:

• They might read the paper in the morning and see an ad that references a social media channel for people with those interests.
• They may then log on to Facebook and build connections with people who share those same interests.
• From there, they might download a coupon from brand advocates so they can make a purchase online or in an actual store.
• Afterwards, they might even share their experiences on a blog.

Catch our drift?

Rather than using an "either, or” mindset when you’re devising your marketing strategy, start to think about it more holistically. By integrating your online and offline marketing tactics you will generate even better results than just one tactic would have experienced on its own.

It’s kind of like throwing a match and some kerosene on some kindle. The resulting flame will be much larger than throwing just the match, or just the kerosene.

There are, of course, countless different ways to leverage both online and offline tactics.

Let’s take this hypothetical example: Jeff is opening a nursery and wants to raise awareness during the upcoming spring planting season. He has a number of online and offline marketing tactics at his disposal to help reach his goals:

Offline:

• Print ads
• Flyers
• Radio ads
• TV ads
• Public relations
• Direct mail

Online:

• Pay Per Click advertising
• Banner ads
• Email marketing
• Social media
• Text messaging campaign

Integrating Jeff’s online and offline marketing is where the real challenge and opportunity begins. By identifying how he can integrate online and offline tactics, he can increase his overall impact. For example:

• He can use his radio ads to promote a contest he is holding on his Facebook page that will ultimately help him grow his email marketing list.
• Or, he may distribute direct mailings that raise awareness for a text messaging program he offers when new plants arrive at the nursery.
• He can utilize PR to promote his grand opening, where he will offer people who like his Facebook page a 10% discount on their purchase.

By looking at all of his online and offline tools and then identifying ways they can work together, Jeff can increase the overall impact of his marketing dollars.

Inga Rundquist

Inga Rundquist is a Public Relations Arsonist and Co-Owner at MindFire. When she’s not dreaming up ideas that will generate publicity, you can find her knee deep in the social media world, also known as the next PR frontier.