Fusion Brand Marketing Mantras

According to latest global marketing research reports, online-offline coordinated brand marketing consistently boosts brand impact at 60% less cost than piling on more offline advertisements in the right conditions. Marketers need not abandon traditional, offline efforts entirely; but should add better researched online promotions to current campaigns. Media combinations grab greater attention as multiple media together has greater impact than an individual medium on its own. Fusion brand marketing approach is here to stay. Here's how it helps and should be sustained:

Momentum boosts conversion- Consumers today prefer to gather comparative information about products / services from online and offline sources to make a better informed decision. Each media exposure builds on the other by helping the consumer in its unique way, at different stages in the buying cycle. If the brand messaging is consistent across various online and offline media, the repetition captures and retains consumer's attention better. This increases chances of a higher conversion rate.

Sustained relationship-building increases repeat business - Integrating offline and online mediums increases customer touch-points leading to a stronger relationship. Email fulfillment / event invitations to offline customers are cost effective and user friendly their readership can be tracked (click-throughs). Similar an offline event can build an online learning community of loyal customers.

Interactivity increases marketing efficiency - Internet Marketing offers the unique opportunity to engage customers in a convenient manner that can supplement offline initiatives. Offline business can register participants online for a special promotional scheme and then interact with consumers to even gauge their preferences. Intelligent tracking of the overall campaign performance with coordinated online and offline campaigns effectively eliminate waste.

Intelligently executed online-offline commercials build brand impact with target audience much better than expensive commercials with beautiful celebrities. Real people love authenticity conveyed to them in a convenient manner.

-Anshumali Saxena www.soilindia.net