Broaden the horizons of your brand: Switch to Hybrid Marketing

“Because Digital Marketing is not the ultimate solution”.

Globalization has unleashed endless possibilities for brands and businesses to market their products and achieve their targeted objectives. The world is undergoing rapid digitalization and many companies and businesses have switched to digital marketing practices, keeping pace with their competitors and new market players. If you are a premium brand that is keeping up with current market practices then adopting digital marketing practices can help you achieve your goals faster. The future is digital! But if you think that traditional marketing is losing its relevance then your idea is fallacious as the majority is still rooted in the traditional practices.

 If you are planning to entirely replace traditional marketing with digital marketing then you need to think again! Focusing on one or two marketing channels can never help you broaden your horizons.

As a marketer, it is your foremost goal to leverage the opportunities to promote your business, brand, or product.  Instead of exhausting your efforts on marketing your brand that leverages varied platforms, you can achieve your goals through hybrid marketing in real-time.

Hybrid marketing is a combination of traditional and digital marketing practices. It is based on a more intensive outreach plan as it converge both online and in-person touchpoints. Hybrid marketing is an evolving concept and it is also known as “Omni-marketing” and “Multi-channel marketing”.

So what tools does a hybrid marketing plan consist of?

Mails, flyers, trade shows, events, print ads, radio ads, television ads, public relations, billboards, static signage, SEO, social media, inbound marketing, text advertising, email advertising, display ads, and guest-posting.

All of the aforementioned tools are a part of hybrid marketing. It is an ideal mix and match of traditional and digital marketing. It is not a complex of an exhaustive list of tools as a part of your strategy but rather it is an up-gradation of means for achieving your goals which bring you promising results.

 How to start with hybrid marketing?

Just like any other marketing strategy hybrid marketing strategy has some basic outliers which include:

  • Define your audience and objectives.
  • Focus on your core message
  • Research about the platforms where you are most likely to reach your target audience.
  • Study your consumer behavior (both in-person and online).
  • Identify the best online and offline entry points.
  • Plan your outcomes.
  • Measure your results. Plan an effective technique.

After planning and thoroughly researching these basic outliers, identify the potential journey and platform that will connect you with your target audience, and help you achieve your goals. Outline multiple buyer journeys (two or three for the starters) that leads prospects to conversion. Make a list of your potential marketing touchpoints that can be encountered on that journey. Create plans for both traditional and digital medium for utilizing them in a hybrid marketing strategy.

Four Tips for Effective Hybrid Marketing

1. Consistent branding

Your hybrid marketing messages should be coherent even if they are spread throughout multiple platforms. Always be consistent about branding elements, colors, and fonts to enhance your brand recognition.

2. Experiences should be worthwhile

Customer touchpoints should be connected and united. Analyze the interaction of in-person and online touchpoints. Ensure that whatever is presented on your tradeshow or store should also be found on your online platforms.

3. Adjust your message according to platform

Each platform has its dynamics and specific style of conveying your messages; although your message should be consistent on all platforms it shouldn’t sound out-of-place on a certain platform. Adjust your message according to the platform. For example, hashtags have functionality on social media but they have no use on billboards or TVCs. Keep the message the same but customize the way.

4. Collect data

Aim at convergence. You can turn in-person connections into digital data. The effective strategy is data collection from your in-person prospects and adding them to your “client-relationship management system” (CRM). This will help you to reach out to your prospects through online tools.

Hybrid marketing guarantees the enhancement of the scope of your business. But remember that hybrid marketing is not just about promotion. It’s also about engagement. While marketing your brand both traditionally and digitally, the key to hybrid marketing is to learn from the feedback and being flexible enough to harness tools and platforms that serve your goals.

                                                                           

                                                                                                  Written by: Zarish Sajid

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