Why does your business need offline marketing to succeed in 2022?

-Offline marketing benefits

Offline marketing with the right strategies can be a productive enough approach for any business.

Building brand awareness

Better sense of consumer belongingness

Consumer trust

Escape from the loop of online threats and cybercrimes

How brands are establishing better relationships and increasing loyalty through offline marketing?

-Offline marketing offers a more independent and personalised marketing approach. While promoting the brand through billboards, magazine advertisements, etc, they increase the authenticity in the minds of people. This is further transformed into a long-lasting customer trust. We all understand the fact that human emotions have no ‘end phase’ and therefore offline marketing would continue to touch them in 2022 as well.

In 2022

Offline marketing has always dwelled upon an approach of entering the target market directly. With the quick shift in consumer behaviour and consumer choices, which are directed by their emotions...a deeper understanding is required to achieve success in 2022. A definite track record of what’s working and what’s not working has to be maintained.

This becomes effective and easy through offline marketing as it provides us with raw insights into our target market.

Being caught up at their places staying in front of cameras, using technology for a longer time period has put in a sense of boredom among people.

According to Brand Reputation Index (BRIX), it has been measured that the risk count of potential frauds and scams can be done by leveraging a brand’s equity

Brands having strong consumers pull prone to high Brand Reputation risk in the digital arena states the study.

The 'all-digital' framework is calling for a change this year.

As we observed brands like Grofers, Myntra have been integrating online and offline marketing to provide a well-versed customer experience.

Example,

Recently, Stellar Ace has partnered with Singtel Media to combine in-home, OOH advertising activation in their business.

Also, on a side note, it is studied that, OOH ad expenditure is projected to increase from 34 billion USD to 42.4 billion which shows that even brands are giving more importance than before to OOH (Out of Home) advertising. Source

Brands doing different and interesting offline marketing

Zomato has seen a considerable rise in its sales through offline marketing.

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Coca-cola has never failed to fascinate customers through their attractive and large brand displays.

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Myntra

Successful fashion brand Myntra has integrated online and offline marketing into its brand strategy. Today, they have launched stores that can be viewed and entered virtually but have an element of ‘live-mall experience’

The Myntra Mall at present has a mix of 30 brands with this online and offline customization.

Other prominent brands like

Flipkart

Firstcry

Lenskart

Zivame

Pepperfry

Have their own offline network which is well-versed.

Lenskart has the largest offline network and is undertaking steps to expand its empire to 3500-400 stores. Pepperfry is constantly working on expanding its offline arena.

Octopus Interactive helps brands reach audiences by presenting video ads on the screens of rideshare vehicles, which is providing marketers a new method to reach consumers

When we look into the marketing strategy of Burger King, we observe that they are not only concerned about the kind of advertisements and campaigns they launch, they are also very careful about where these advertisements go. They concentrate immensely on local advertising such as roadside ads, hoardings, billboards, etc.

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What will offline marketing look like in 2025?

The top three key performance indicators (KPIs) for marketing today include-

Lead generation

Customer retention

Customer life value

All three factors are determined by establishing a better customer experience every time.

Studies have shown that it costs five times as much to attract a new customer as it does to keep a new customer. Today, with the help of AI technology and automation, marketers are developing a mind-blowing customer experience. With this, the human aspect of marketing has become more important, to give a touch of ‘realness to people. And here comes the role of offline marketing. Banners(with an attractive design ), billboards(large display), auto branding(with corner to corner visibility), paper cup branding(with enough information absorption time), etc. play a huge role in touching that real aspect despite modern technology.

CASE STUDY INSIGHTS

L’Oréal India-Offline Marketing

Indian beauty brands like loreal have moved towards a mix of online and offline marketing. The below picture shows how loreal had provided “in-house buying “for its customers. The experience is unique and fun for beauty trackers.

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Kalyan Jewellers-Offline Marketing

Kalyan jewelers are also focussing upon a holistic marketing approach. They are taking steps to create a stronger- ‘phygital’ model.

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Geopath’s has updated the idea of audience-based measurement that works by combining the mobile data with census and traffic data to give buyers the most accurate measurement available.

Transit Sustainability

By July 2022 a portion of the new transit fleet will be hybrid electric, which is proven to cut emissions by at least 30%. Other all-electric options for parking enforcement and parking maintenance of vehicles are been examined and evaluated.

Another reason why offline advertising is expanding in 2022 is that Out-of-Home (OOH) is often the last advertising medium a consumer comes through before buying a product or availing a service. Ads are viewed on the road as people drive to the particular store. Well-placed OOH ads can provide room for wider personalization as well.

Conclusion

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Different forms of offline marketing including OOH and transit media advertising are gaining prominence and providing a better customer experience over time, and that is why your business needs offline marketing to succeed in 2022.