Integrating Digital and Offline Media

1Oxford Professional Education Group Ltd
Integrating Digital Media and Branding
Integrating Digital and Offline
Communications

Learning Outcomes
• Appraise the interaction between digital and offline communication in
meeting communication/advertising objectives.

The Changing Marketing Environment
Fragmenting Media
Diversity and
complexity of choice
Multi-channel and
omnichannel
Accountability
Role of marketing
Corporate Social
Responsibility
Proliferation of
digital media
Development & use of
technology
Marketing
Converging
Technology and Media
Increased data and
analytics

Converging Technologies and Media
• Technological convergence is the tendency for different technological systems to
evolve toward performing similar tasks.
• Traditionally, there was a split between paper-based, computer-based and mobile
communications – technology changes have presenting the blurring of these lines.
• Media convergence blends multiple media forms into one platform for the
purpose of delivering a dynamic experience.
• It merges mass communication outlets, such as print, TV, radio and the internet
along with portable and interactive technologies through digital media platforms.
• Media convergence enables further opportunities for organisations to engage
with their audiences.

Differences Between Traditional and
Digital Media
TRADITIONAL MEDIA DIGITAL MEDIA
Space Expensive Commodity Cheap, unlimited
Time Expensive commodity for
marketers
Expensive commodity
for users
Image Creation Image most important,
information is secondary
Information is most
important, image
secondary
Communications Push, one-way Pull, interactive
Call to Action Incentives Information (incentives)
Chaffey and Ellis-Chadwick (2015)

Digital TV
• When it comes to web TV, the change is primarily being driven
by two factors.
— The mass adoption of broadband in UK homes.
— The choice and control afforded by digital TV technology.
• Key trends include:
— Rise in tablets usage enabling an additional way to watch online TV and
video content
— Web-enabled TV and gaming platforms sets
— Streaming TV and film services (Netflix, Amazon Prime)
— Watching TV on the move (Sky Go, BBC iPlayer, ITV Player)

Multiple Devices are Now Used to Watch
TV

TV On-Demand
• TV on-demand offers viewers more choice and convenience – providing
a method to catch up on TV, act on a recommendation or explore TV
archives.
• There are three main types of on-demand TV delivery:
— Internet Protocol Television (IPTV – such as BT Vision)
— Local storage (through Sky+ boxes)
— Via the web (YouTube)
• Technologies presenting new advertising formats:
— Pre, mid and post roll adverts
— Lower third adverts
— Live Buy
— ‘AdSmart’ – available through SkyPlayer, supplies targeted advertising
based on viewing habits.

Benefits and Limitations of Web TV
Advertising
Benefits
• No limits or restrictions with the
number of adverts that can be
shown (unlike linear).
• Greater targeting options.
• ‘Clickability’ of adverts
(encouraging further research or
purchase).
• Incremental reach.
• Viewer still has to view some of
advert before content.
• Low cost access to special TV
events.
Limitations
• Likely to be solo viewing – no
talkability of adverts seen.
• Screen can be smaller if watching
through mobile or PC – picture
quality can be poor.
• User may not always have the
sound on.
• Irritability of having to watch
advert before content is view
could have negative effect on
brand.

Digital Radio
• Digital radio services are available via a number of different
platforms including:
— DAB digital radio,
— Digital television (Sky, Freeview, Virgin Media, Freesat)
— Via the internet (fixed and mobile devices)
• Radio and online can be integrated well as part of a digital
campaign due to the high number of uses listen to radio online.

Combining Radio and Online
• Radio and online can combine push and pull to reach out and engage
consumers and fulfil brand interactions.
• Benefits of using radio and online media together:
— Future growth: online and radio are the only media predicted to grow
audiences in the future.
— Size of opportunity: 50% of people listen to the radio when online each
week.
— Online and radio provide complementary rational and emotional
benefits: online is perceived as a channel for assisting people in finding
what they want, when they want, whereas radio is perceived as
offering the ‘human touch’.
— Radio and online are a ‘social connectivity’ media: both provide
connection with people’s social communities but on different levels.

Digital Outdoor
• Previously, posters and point of purchase
material needed manual intervention
• Digital outdoor sites mean campaigns can be
updated in real-time
• ‘Place-based media’ allows allow consumers to
engage with advertisers, either to play a game
or download a voucher

Mobile Marketing
Mobile Marketing can include:
• Simple SMS marketing message
• Wireless Bluetooth technology in specific locations
• Branded mobile websites
• Branded Apps
• Communicating with the customer via a mobile
device!
• Mobile marketing is primarily about customer
acquisition, retention and brand building.
• Communications should be contextual: based on
time, location, need and the individual as well as
demographic.
• Organisations need to consider their audience and
what form of mobile marketing is applicable for them

Mobile: Combining Offline and Online
Communications
• Mobile coupons
— Can drive online traffic offline, with redeemable in-store vouchers.
• 2D Barcodes (QR codes)
— Consumer can ‘scan’ a barcode print
advert and be directed to a website.
— Barcodes can be used as vouchers as well
giving discounts.
• Mobile Apps
— Can be used to enhance the in-store retail experience, such as stock, product
comparisons etc.
— Enable push marketing messages
• Local mobile advertising
— Opportunities for organisations to advertise when a mobile user is in a certain
location – for example, in-store or near store.

Location-Based Marketing
• Location-Based Marketing (LBM)
delivers multi-media directly to
the user of a mobile device
dependent upon their location via
GPS technology.
• Potential uses and benefits:
• Organisations can reach customers in-
store and on the move.
• Can vary offers based on weather,
sales, focus.
• Social sharing opportunities.

Location-Based Marketing
• Location-based marketing relies on:
— Smartphones that allow users to access rich internet features wherever
they are
— GPS (global positioning system) technology that enables services to
pinpoint the locations of mobile devices and businesses.
— You also may enable ‘push notifications’ from apps downloaded or share
your location through social networks (Facebook Places, Foursquare)
• Potential uses and benefits:
— Reach customers in-store and on the move
— Can vary offers based on weather, sales, focus.
— Customers can find you easily.
— Social sharing opportunities.

Using Traditional Media to Drive Traffic to
a Site
Range of response mechanisms for offline media:
• Home page – easiest and likely to be most memorable, but can
be hard to track ROI.
• Microsite of landing page – directing consumers to a landing
page on the site (such as www.dialaphone.com/tv) . Can help
measure responses, but can be difficult to remember .
• Microsite/campaign URLS (CURLs) – using specific campaign
URLs, such as www.underdog.co.uk, which can be easy to
remember and can help measure responses.

Using Traditional Media to
Drive Traffic to a Website
Traditional Media
Quality • Can provide high levels of brand awareness through high-impact ads
• Can create an emotional connection with the brand through sounds and visuals
• Can provide an explanation of the online value proposition of the brand
• Less detailed information can be provided
• Cluttered environment
Time Offline communications generally have a longer lead time than online
Flexibility • Little opportunity to personalise information
• Less interactive experience compared to online
Coverage • Offline methods offer high levels of reach and some ability to reach niche
audiences (through increasingly fragmenting media)
• Can offer high levels of message frequency
Cost • Generally much higher than online and a lower ROI
• High wastage
Adapted from Chaffey, and Ellis-Chadwick, 2012

Benefits of Using Offline Communications to
Support Digital Campaigns
Offline communications are most effective in
achieving four critical things:
• Reach
• Brand awareness
• Emotional connection with the brand
• Explanation of the online value proposition

Issues in Offline Communications to
Encourage Online Usage
• Higher cost – ROI for online tends to be higher than offline
methods.
• Higher wastage – online marketing can be effectively tracked to
give a true picture of ROI.
• Poorer targeting – targeting by behaviour, location, time and
keyword, site content is readily possible online but not always
offline (except with direct marketing).
• Poorer accountability – can be more difficult and expensive to
track responses.
• Less personalised – Cookies can be personalised, leaflets can’t.
• Less interactive experience – most offline communications are
one-way, but interaction is possible online.

Integrating Communications
• Integrating communications received through different
media are more effective at achieve objectives.
• Benefits of integrating communications can be outlined in
the 4 C’s:
— Coherence
— Consistency
— Continuity
— Complementary

About The Oxford College of Marketing
The Oxford College of Marketing is part of the Oxford Professional Education
Group and is a leading marketing institute that provides exceptional practical
marketing courses, qualifications and bespoke training solutions.
We offer a range of professional sales and marketing qualifications,
including; Chartered Institute of Marketing (CIM), CAM foundation, Institute
of Sales and Marketing Management (ISMM) and University of California
Irvine Extension (UCI).
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To find out more how we can help develop your marketing career, visit us at
www.oxfordcollegeofmarketing.com
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by calling +44 (0)1865 515255.

Bibliography
• Chaffey, D. and Ellis-Chadwick , F. (2015) Digital Marketing: Strategy, Implementation and Practice.
Sixth edition, Harlow, Pearson.
• Thinkbox (2015) TV is Everywhere[online]. Available at:
https://www.thinkbox.tv/Research/Nickable-Charts/VOD-and-devices/TV-is-everywhere
[Accessed 10 June 2016]

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