Marketing communication in social media has become a fixed component of a modern marketing mix. A large pat of (nearly every) target group is using Facebook, Instagram, Twitter or other platforms today. Facebook for example offers companies the chance to set up a company profile, which establishes an easy way to communicate with (potential) customers.
Social media marketing allows getting in touch with customers in real-time and at eye-level. Engaging this way has a positive effect for the company image. Customers’ trust in the brand and its products will grow. Which of the social media networks is best suited, companies should decide based on who the target audience is and how they use social media. Many companies have profiles on various social media channels to gain a wider reach.
ADVERTISEMENTS IN PRINT: THE ROLE OF OFFLINE MARKETING IN A MARKETING MIX
Parallel to online marketing there is a growing trend to rediscover classic pint-media as well. Companies have rediscovered the advantages of addressing customers this way because they gain customers’ attention and stand out among the masses of online messages and newsletters.
While print-media was in decline for years, it has regained its importance when it comes to customer perception. With the renaissance of the classic advertisement modern marketing has rediscovered an established channel of communication. This makes it an important addition to online marketing and can be connected with it in different ways.
CROSS-MEDIA-MARKETING: SYNERGIES GAINED FROM ONLINE- AND OFFLINE-MARKETING
The reach of different offline and online marketing measures can go beyond the sum of their individual effects. Synergies of printed and written messages as well as online marketing can be achieved in very different ways, for example with a QR-Code that can be scanned with most mobile devices. The QR-Code can be printed in newspaper ads and leads potential customers to a website or online presence that provides additional information. CLIPTHIS (Augmented Reality) will bring pictures to life by providing a video via QR-Code.
An alternative are PURLs, personalised URLs. They are often part of a printed advertisement letter and lead customers and clients to a personal website. There the customer will be greeted with a personalised message that even includes their name and address, their individual preferences and interests. This way they get the feeling that their interests are actually valued and they additionally learn about new products or services. The company can also add further campaigns to this individual URL, which might include a unique discount code or a prize draw with the encouragement to participate.
When looking for the best channel for marketing communication, it has to be concluded that there is no panacea. What to choose depends on various factors like the industry sector or the target group. One thing experts agree on is that customers today demand a marketing mix consisting of various online and offline measures, reaching from social media to advertisements in newspapers.
A so-called cross-channel-marketing takes this into account. Which marketing communication is most successful for a company and thus leads to the most conversions, can only be concluded by thorough testing.