Merging online and offline channels

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Below is a diagram showing how marketers should work with both traditional and online channels simultaneously.


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General theory:

Select your target audience.
Formulate a portrait of each segment.
Identify the 4 P's of your company.
Create an overall strategy that distributes weight portugal consumer email list to each part of the promotion mix.
Formulate the message.
Choose the best online and offline channels.
Create marketing materials.
Broadcast them to your audience.
Evaluate the results.
The problem is that internet marketers ignore classic channels and exaggerate the effectiveness of internet channels. Remember the famous example of Pepsi: they lost a significant market share when they switched budgets from TV to social media.

Social media managers will always say that social media is the solution because their salaries depend on it, but in the Pepsi example, social media was not the solution, it was a complete failure. Internet video platforms will also always insist that television is dying because their success depends on it. They are not researching reality, they are just predicting. Internet marketers, SEO companies and other Internet agencies will also say that online advertising and SEO are the solution to all problems and a guaranteed increase in sales, but this is not true.