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Online to offline and vice versa: performance marketing and multichannel integration

Performance marketing offers a wealth of opportunities for online to offline integration. With more and more publishers investing in mobile apps and other technologies, the potential for advertisers to harmonise their online and offline activity is ever increasing.

Here’s a rundown of the top five ways in which performance marketing is bridging the online/offline gap:

Cashback 

Through the development of their own apps, cashback publishers have led the way in multichannel integration. Consumers can accrue cashback via these apps by using them to ‘check in’ to participating stores with some retailers beginning to offer cashback on in-store purchases via a receipt upload function.

Voucher 

A number of voucher publishers and mobile phone providers have also developed mobile apps. Enjoying download rates of up to 4 million, these apps allow consumers to access vouchers on their mobiles for redemption in store.

QR Codes 

QR code technology can be used to harness the power of offline display to drive online traffic via mobile. Ideally suited to driving simple actions on the user side such as newsletter signups, QR codes not only help drive a desired action but through asking the user to be proactive in their use, can help drive engagement.

Offline vouchers

Some networks are able to track voucher usage and attribute sales to a given publisher based on the code used by the customer. This has a number of benefits; for vouchers distributed via offline channels, not only can commission be awarded, but crucially the reach of these vouchers tracked and their effectiveness measured.  

Augmented reality

Augmented reality technology is the latest means of bridging the gap between online and offline promotions. Mobile apps can be used to scan offline editorial and deliver supplementary online content or can take users directly to product pages on your site. This not only drives engagement with offline content but enables the significant reach of offline publications to be leveraged to drive sales.

These strategies can be broadly divided into two approaches; online strategies can be used to drive in-store footfall and sales, while offline display can be used to drive online engagement and traffic. Harnessing the power of mobile in this way allows you not only to capitalise on a wider audience, but crucially, to subject your offline strategies to the same scrutiny as their online counterparts. With the measurable ROI that performance marketing brings, cross channel integration can deliver both innovation and transparency.

William Hamer-Jones | Webgains

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