Bridging the gap between digital marketing and traditional marketing through omnichannel marketing strategy
Written by Aderinsola Ogunbiyi, Content Marketing Manager, Vella Finance
With this computer age being dominated by digital innovations such as smartphones, social media, online ordering and delivery, it’s easy to overlook the importance of traditional marketing.
However, while digital strategies have undoubtedly taken centre stage in today’s marketing industry, the importance of traditional marketing remains irreplaceable.
As digitalisation continues to reshape consumer behaviour towards purchase, it has become more important for businesses to build a strong brand presence in physical spaces to connect with audiences, build trust and leave lasting impressions.
It has also become a challenge for businesses to create consistent brand experiences, with consumers constantly transitioning across various online and offline touchpoints. However, the success lies in adopting an omnichannel marketing approach that effectively unifies the impact of both digital and traditional marketing strategies.
Omnichannel marketing is an approach to marketing that provides a consistent and unified brand experience across all channels and touchpoints, from online (websites, mobile apps, social media, etc.) to offline channels (physical stores, events, etc.).
Omnichannel marketing ensures that customer engagement is maximised. Whether it’s through social media ads, email marketing campaigns, billboard ads or in-store promotions, an omnichannel strategy ensures that no opportunity for customer engagement is overlooked. Each channel serves as a complementary channel that supports the others in a synchronised approach.
The messaging, visuals, and service quality should seamlessly align, creating a harmonious brand narrative that connects with potential customers across all individual channels. The advantage of the omnichannel approach is its ability to ensure that your brand remains top-of-mind for potential customers, building a lasting impression.
For instance Skechers, a multinational footwear company, utilises a diverse mix of advertising channels, including print, TV, radio, and online ads, to reach its audience effectively. A key component of their strategy is the focus on direct-to-consumer (DTC) business, complemented by the launch of a mobile app that integrates e-commerce with in-store experiences.
This app offers features such as proximity notifications, barcode search, and a store locator, bridging the gap between online and offline shopping. By implementing these omnichannel strategies, Skechers provides a consistent and convenient shopping journey for all customers, whether they’re browsing online, using the mobile app, or visiting a physical store. This strategy has not only increased sales but also improved brand engagement and customer loyalty,
It’s worth noting that the implementation of omnichannel strategies in Nigeria is still evolving, with companies like Terragon playing a significant role in driving adoption and enabling other businesses to leverage this approach. The marketing world continues to evolve rapidly, and the future lies in embracing an omnichannel approach that seamlessly blends digital and traditional initiatives. By bridging the gap between online and offline channels, businesses can maximise customer engagement, deliver consistent brand experiences, and drive sustainable growth in an increasingly digital world.
Written by Aderinsola Ogunbiyi
About the Author
Aderinsola Ogunbiyi is a dynamic marketing professional specializing in digital and content marketing. With a strong background in social media management, she has led impactful marketing initiatives for fintech and insurtech companies, including her role as Marketing Lead for Turaco, where she successfully contributed to insuring over one million lives across Africa. Passionate about leveraging technology to improve marketing practices, Aderinsola continues to influence and inspire the digital marketing landscape.
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