Hybrid marketing is becoming increasingly popular. In particular with product retailers and providers of in-person services. It is a highly effective way for businesses to reach more consumers, learn much more about their customers, and get a better return on investment. Provided, of course, it is done in the right way.
There are several types of hybrid marketing. But for this article, we are talking about combining digital marketing techniques and campaigns with physical offline methods. If that does not make sense right away, do not worry, there is an example given later in this article.
This multichannel approach to marketing has several benefits, including:
· Lower marketing costs
· A better ROI for marketing budgets
· The ability to reach a broader spectrum of people
· Being able to easily improve brand cohesion and recognition
· More opportunities to carry out A/B testing
· The chance to learn more about customers and do so faster
An example of hybrid marketing
A great example of hybrid marketing is combining digital signage marketing with social media campaigns and online offers. Increasingly physical retailers are waking up to the fact that consumers pay a lot of attention to digital screens. So, they are switching from in-store banner and poster advertising to using digital images and short videos, which stand out and boost sales.
The cleverest companies are consciously creating content that can be used across all of their digital and physical advertising campaigns. Often, all they need to do is to change the sizing of the images and maybe the file format too. Doing this is far cheaper than creating images and content to be used on each platform, including in physical settings.
Using a range of different types of image-based advertising is an enormously powerful approach. Doing so covers all of the bases and makes sure that your ads catch the eye of as many different people as possible.
Short videos for in-store display screens are great for demonstrating products and can potentially be lightly edited to be uploaded to a firm´s website or YouTube. Memes are good for social media and in-store digital displays. GIFs catch the eye when used on sandwich boards or in window displays. Creating all of them is not difficult when you have access to the tools highlighted here.
However, we are not for one moment suggesting that hybrid marketing is an excuse to take a scattergun approach. Far from it. Your campaigns must still be highly focused and targeted in the right way. You still need to:
· Set a clear purpose for each campaign
· Understand which demographic the campaign is aimed at
· Work out how you are going to measure the effectiveness of each aspect of the campaign
· Select the channels you will use
· Set out the timeline
· Implement the campaign
· Measure effectiveness
· Do some A/B testing early on in the campaign
· Combine the effectiveness and A/B testing data and use it to tweak your approach
· Rinse and repeat for other products and services if your approach was successful
The above is an overview of how to plan and implement a multimedia hybrid marketing campaign. If you would like a more in-depth step-by-step guide you will find one here.
Much of the file creation and posting processes can be automated. In particular when posting on social media. There are dozens of effective tools that can be used for this. Some of the analytics reports can also be generated and shared automatically. If you can, use these automation methods and tools. Usually, you will end up saving money when you do so.
Managing hybrid marketing campaigns is worthwhile. But it is important not to underestimate the level of work involved. The content creation and deployment phases are usually not too time-consuming. But the critical analytics and tweaking processes are. For these, it makes sense to hire professional help. You will gain a better understanding of what is involved in analyzing a multichannel marketing campaign and how to do it from this guide.
Just because you can advertise across dozens of marketing platforms, does not mean that you should always do so. If you notice that sharing on Facebook no longer generates many leads, don´t be afraid to cut it from your next campaign. Constant analysis and tweaking are the keys to effective hybrid marketing.