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    "date": "2021-06-05T19:48:06",
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        "rendered": "<p class=\"wp-block-paragraph\">But if you\u2019re running the two channels independently, you\u2019re missing a trick. Without integrating offline with online, you lack a cohesive strategy. Let\u2019s jump straight into why you should integrate the two and how you can integrate them below.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6182302869dc8167295737aa_6094479234e1aa.jpg\" alt=\"\" class=\"wp-image-965 lazyload\"\/><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6182302869dc8167295737aa_6094479234e1aa.jpg\" alt=\"\" class=\"wp-image-965 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6182302869dc8167295737aa_6094479234e1aa.jpg 800w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6182302869dc8167295737aa_6094479234e1aa-768x576.jpg 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/03\/6182302869dc8167295737aa_6094479234e1aa-300x225.jpg 300w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Source: <a id=\"\" href=\"https:\/\/unsplash.com\/photos\/wD1LRb9OeEo\">Unsplash<\/a><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why integrate offline with online marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers purchase products over multiple channels; what they see offline can influence how they purchase online \u2014 and vice versa. So if you\u2019re adopting a multi-channel approach to your marketing, why wouldn\u2019t you <a href=\"https:\/\/oppizi.com\/es\/en\/us\/en\/blog\/offline-marketing\/how-to-measure-offline-marketing-campaign-success\/\">measure its effectiveness<\/a> as one? Without measuring your campaign\u2019s total impact, how will you know which channels are pulling their weight? It\u2019s simple; you won\u2019t.Integrating your offline and digital marketing campaigns result in brand consistency, better exposure, and cohesion when reporting and understanding campaign results. Brand consistency is key \u2014 it\u2019s what helps customers gain familiarity with your brand; customers build trust with brands they recognise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to integrate online and offline marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">So you know why you should integrate them, but how can you actually go ahead and do it? Data unlocks knowledge of your customers\u2019 buying behaviour. You can analyse how they use your site to help you understand what\u2019s important to them. Use digital surveys to help you further analyse what they want from your brand and make changes in your real-world shop, store or restaurant to reflect your findings.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Reinforce brand awareness through email and direct mail<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketing is the perfect channel to build engagement with your customers \u2014 it\u2019s still the <a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/#:~:text=Even%20with%20the%20explosion%20of,marketing%20generates%20%2438%20in%20ROI.\">channel with the highest ROI<\/a>. So use this to your advantage \u2014 when you send out an email campaign, track who opens and engages with the content. Then send a crossover campaign via direct mail, either reinforcing the email campaign calls-to-action or sharing a \u2018personalised\u2019 offer just for them. Multiple touchpoints with your brand will increase brand awareness and improve engagement with your customers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/oppizi.com\/es\/en\/us\/en\/get-started\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"click to book a demo version\" class=\"wp-image-4634 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"262\" src=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png\" alt=\"click to book a demo version\" class=\"wp-image-4634 lazyload\" srcset=\"https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-1024x262.png 1024w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-400x102.png 400w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1-768x197.png 768w, https:\/\/oppizi.com\/wp-content\/uploads\/2023\/06\/banner-1.png 1250w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/a><figcaption class=\"wp-element-caption\">Click to book a demo version<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Share in-store promotions on social media<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When you share a promotion through social media, you can gain useful insight through clicks to your website and how many customers went on to purchase. But how do you measure effectiveness when you share promotional codes for offline use? By sharing a promotional code for in-store use only. This way, you can keep tabs on how well your multi-channel approach is working and if online traffic is converting in-store.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Make use of geo-triggered promotions<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you have a restaurant or a storefront. You can create what\u2019s called a geo-fence around a real-world business location using GPS coordinates or RFID signals. As people walk in and out of the \u2018fence\u2019 radius you\u2019ve defined, they can trigger SMS push notifications to their smartphone. Geo-triggered marketing promotions can help you capitalise on passing trade and help you seamlessly connect the offline world with the digital.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But note you can only target customers who have allowed this form of communication when they\u2019ve filled in your contact form or purchased an item!&nbsp; Or, alternatively, you could instruct a <a href=\"https:\/\/oppizi.com\/es\/en\/us\/en\/hand-to-hand-flyer-distribution\/\">hand-to-hand flyer distribution campaign<\/a> outside your restaurant or storefront. That\u2019s what Eataly did, which resulted in a 30% conversion rate. <a href=\"https:\/\/oppizi.com\/es\/en\/us\/en\/case-studies\/eataly\/\">Read the Eataly case study.&nbsp;<\/a><strong id=\"\">\u200d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong id=\"\">Enjoying our content? <\/strong><a id=\"\" href=\"https:\/\/www.linkedin.com\/company\/oppizi\/\"><strong id=\"\">Follow us on LinkedIn<\/strong><\/a><strong id=\"\"> to make sure you never miss an update.&nbsp;<\/strong><\/p>",
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        "rendered": "<p>But if you\u2019re running the two channels independently, you\u2019re missing a trick. Without integrating offline with online, you lack a cohesive strategy. Let\u2019s jump straight into why you should integrate the two and how you can integrate them below. &nbsp; Why integrate offline with online marketing? Consumers purchase products over multiple channels; what they see&#8230;<\/p>",
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