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More and more entrepreneurs are focusing on expanding their digital marketing. A wise decision, because there is certainly no way around it, not only now during the coronavirus pandemic, but also in the future.

However, digitalisation should not make us forget that marketing should always be viewed holistically. What good is the best social media strategy or the newly published e-book if it only reaches half the potential target group? Right. Nothing!

Offline marketing is still important and should not be underestimated. But what’s the reason for it?

Digital advertising is not everything

No-one today finds it strange when they meet people on the bus, on the train or while walking around town who continuously have their smartphone in their hands. Unlimited data volume or free Wi-Fi have become the standard.

This of course quickly creates the impression that advertising must be placed exactly there: online.

What we don’t see at the moment, however, is the fact that much of the content that rattles across the screen on a daily basis is often not even consciously perceived or even stored.

Take the popular Instagram story as an example. Users who are not at home but on the road usually watch these stories without sound. They continue to swipe because the videos take too long or they simply prefer to watch funny and entertaining pictures. Can you get your advertising message across successfully in this way? Hardly! And this is not an isolated incident.

Although the World Wide Web offers numerous possibilities for advertising, its perception by the potential end customer is often only fragmentary or not sustainable enough. The Internet is fast-moving. Perhaps someone might look at your latest post on Facebook and actually find their way to your website. But maybe this very post has already disappeared into the depths of the feed.

You do not advertise on social media, but instead rely on a regular newsletter? A good alternative, as it reaches the readers directly. At least in theory, because often newsletters end up in the spam folder instead or get lost between all the other unread mails.

If you’ve read our last blog post on digitalisation, you’re probably now wondering how it all fits together.

Of course, we maintain that you should by no means leave the versatile options of online marketing unused. But: concentrating on this one area only is usually not effective.

Advertising requires a concept in which analogue and digital components complement each other in an optimum way. In other words, holistic marketing that takes place online AND offline. Just like the lives of your customers.

Marketing for the senses – the added value of flyers, brochures and give-aways

Humans are tactile, sensory beings. Even the year 2020 does not change this predisposition. A good comparison to this? Books and e-books. E-readers have their merits, no question, but they cannot replace the feeling of a book in your hand.

The smell of paper, turning the pages, the classic paper smell. But don’t leave dog-ears. Books are something we handle with extreme care.

That is why they still enjoy great popularity and often remain on the shelf for many, many years after use. And they are often even read several times. E-books, on the other hand, can be returned with just one click. Out of sight, out of the library.

This comparison can be transferred to many other areas. A lovingly wrapped voucher with a great design will always appeal to us more than a voucher by e-mail.

An appealing brochure that is displayed for us in the hotel is more likely to be considered than the excursion tips on the room trays that are so common today, with the result that even contact with the reception desk becomes almost superfluous. What remains is the printed ballpoint pen – a guest gift that will remind us at home of the great week we spent there.

A glossy flyer that ends up in our mailbox and is handwritten with our name on it (“Come and visit us again, dear …”) is much more beautiful and personal than any pop-up that jumps at us while using the Internet – or is swallowed by the ad blocker.

Last but not least: If you are one of the entrepreneurs who have local customer contacts, you have an incredible advantage.

Make use of it for yourself! In this case, you are the best and most important figurehead for you and your brand. Those who feel comfortable with you and in your presence do not need advertising to come back.

Conclusion

“It’s all in the mix!” can be said in many contexts, but it hits the nail on the head here.

If you set yourself up in a diversified way and focus on holistic marketing, you automatically address a much larger target group. One can be reached via social networks, the other via an ad in the daily newspaper that is read every morning at breakfast.

Wouldn’t it be nice if your advertising was consciously perceived by both? (The answer is yes!)

If you want to have an impact on other people, you need to first speak their language. – Kurt Tucholsky

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