The online-offline divide – ways to effectively bridge the gap

Humming a jingle to recall the product name, looking up at billboards for a contact number or skimming through magazines to gaze at the latest in fashion are a thing of the ancient past. Today, with all the digital devices, information is at our fingertips and this has greatly changed the marketing game. While the digital era has opened up a world of opportunities for brands, it has also led to a visible disconnect between their online and offline advertising efforts. This has left most marketers in the UAE and GCC struggling to fill the gap.

Here are some ways to adopt a holistic approach and effectively fix this gaping gap.

1. Relevance is key

Whatever channel of communication you use, ensure that it is relevant to different target groups. Older audiences might find print advertising more accessible whereas those in the younger age bracket will appreciate digital more. And while you are at it, remember that some audiences keep an eye on both traditional and digital platforms, irrespective of age. Hence the divide must be bridged with a single idea uniform to all channels. By combining both traditional and digital platforms for communication, you do not run the risk of missing out on any group. Plus digital ensures direct engagement and traditional marketing helps create awareness. If you keep the communication relevant and unified on both channels, it’s a win-win!

2. More channels, more reach

Marketers are spoilt for choice when it comes to choosing a channel of communication. Each channel has its audience and splitting the communication helps one reach a wider base. This allows room to have different formats like static, print, video and more. For people who like to do their own research for a purchase, the communication on digital media will be helpful. Traditional platforms on the other hand reinforce brand image through powerful creatives. Just ensure that the message suits the medium.

3. Personalize

Personalizing marketing communication has benefits more than one. To begin with, it sets you apart in an age of mass-produced content. It increases brand recall and also helps establish a valuable relationship with customers. Offer an experience that makes your audience feel special.Make digital communication a personalized extension of your traditional mode. As it is easy to gather data and understand user behaviour online, digital communication can be personalised based on solid insights.

Incorporating these tactics into your marketing plan will not just bridge the divide between online and offline communication but also help you reach out to a wider audience. It will keep you relevant, effective and impressive – both online and offline.