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Integrating Online and Offline Marketing. Understanding How Customers Engage With Your Brand

Do you know how your customers find you? How do they interact with your business brand both online and offline? Most marketers and business owners are unaware of the data that connects their online and offline marketing.

What are the Possibilities?

Offline they might see an advertisement on television or hear an ad on the radio. Most likely they came to you because of word of mouth or a print advertisement. Online, people may see you on social media sites, see an advertisement during a search, or they may hear about you from a peer.

Why does it Matter?

Both offline activities and engagement have an impact on online activity. For example, 40 percent of the buyers make a purchase after being influenced by an offline marketing channel like television, radio or a print ad.

Understanding Your Audience

In order to set reasonable goals and establish effective marketing tactics, it’s important to understand how your audience engages with your business. Start tracking your customers. Learn how they find your business and what steps they took after their first exposure.

For example, if they heard about your business from a friend, did they then go online to research you? Did they download your free report and sign up for email? Learning what actions your audience takes will help you create a seamless and powerful integration. Next time we’ll take a look at online and offline metrics to help you better understand your audience.

David Breth
Co-founder, Apple Pie Business Consulting
Premier Marketing Consulting – Within Reach!