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Hybrid Marketing: Practices, Advantages & Disadvantages

  • Bhumika Dutta
  • May 13, 2022
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Marketing is a critical component of every company's success. A strong marketing staff may help the organization achieve new heights in a short period. Marketing tactics are evolving at the same rate as the rest of the world and technology. 

 

There was a period when companies sold their products directly to customers or through distributors. Companies are now adopting arsenals of new marketing weapons to deploy with various consumer bases in various situations.

 

Let us introduce you to marketing channels here. The basic goal of every channel of distribution or marketing is to connect the manufacturer of a product with its intended audience, irrespective of its location. 

 

The most efficient and successful way to get a product into the hands of a client is through the channel of distribution. The channel is made up of many entities that help with transactions and physical exchanges.

 

We are all familiar with traditional marketing channels that involve events, radio and television advertisements, billboards, PRs, and so much more. Soon, digital marketing also came into the game with the increase in the number of internet and social media users. Concepts like email marketing, social media marketing, search engine marketing, blogging, etc. came into play after that. 

 

Even though marketing methods evolved from conventional to digital, there was still a lack of discipline, since many people did not utilize the internet or read newspapers or fliers.

 

Hybrid marketing, often known as omnichannel marketing or multi-channel marketing, is a newer and growing phrase. We'll discuss hybrid marketing in this post, as well as how to handle these hybrid marketing channels.


 

What is Hybrid Marketing?

 

Hybrid marketing is a promotional strategy that incorporates both traditional and digital marketing. Rather than focusing primarily on online platforms or in-person touchpoints, hybrid marketing combines the two to produce a more successful and comprehensive outreach strategy. It combines marketing strategies from both groups.

 

It mostly starts with defining the target audience of the company and the ultimate goal of the brand. With the help of hybrid marketing, the companies can take advantage of all the promotional channels by creating a mid-ground and coming up with advertising strategies that satisfy both channels. Brick-and-click stores are businesses that use traditional and digital marketing to operate both online and offline stores.

 

For hybrid marketing, there is a wide variety of marketing communication channels including print advertising, digital advertising, social media channels, event promotions, sponsorships, email marketing based on the user subscriptions, and so much more. 

 

Depending on the medium you choose, you may customize various messages to different audiences – such as older vs. younger clients or female vs. male customers. For example, you may place print advertising in automobile, sports, and gaming publications to promote men's shaving cream. You would market women's shaving cream in women's periodicals. Direct mail may be used to target older consumers, while social media can be used to attract younger buyers.

 

To let us understand how marketing strategies amalgamate to form hybrid marketing.


 

How to combine Digital and Traditional Marketing?

 

To understand this, let us individually understand the two marketing aspects first.


 

  1. Traditional Marketing:

 

For a long time, traditional marketing, particularly its early incarnations in advertising, was rather dark and scary. It had a peculiar resemblance to political arguments and dialogues about mankind as a whole, but with a vocabulary tailored to a different audience. They work for certain companies and in specific scenarios, such as keynote speeches and product demonstrations, intending to impress and excite the audience.

 

In 2018 and 2019, selling features directly isn't the way to go, but concentrating on imprecise, fluffy, sugar-coated descriptions isn't working either. The digital world moves at breakneck speed. An internet consumer's attention span is less than 8 seconds when they visit a website. For a few seconds at a time, social media is hardly trying.

 

It doesn't matter what you preach or how you preach if you've established a large audience, as long as you stay within the standards of normativity. Unless you're banking on your perception of yourself, offering value in bitesize bits is significantly more powerful, especially in the early years.

 

Then came the era of digital marketing.

 

Digital Marketing:

 

The emphasis is on communicating with customers online, both through inbound and outgoing channels like advertisements, webinars, and podcasts. Other means of promotion, such as radio or television appearances, might be used with the internet marketing plan. Furthermore, the new firm may sell its items through brochures or outdoor posters, fancy branded mugs and uniforms for staff, swag for the most active visitors, and paying students to engage with people in the neighborhood, among other things.

 

A company that invests in digital marketing wants to communicate with its customers through several channels. For many businesses, collecting emails and launching email campaigns is a popular and effective strategy. Investing in SEO and excellent content marketing may help a company gain more organic exposure when people search online. 

 

Customers, partners, sellers, and investors may all benefit from promoting specialist landing pages. Because internet marketing connects with its audience, businesses that provide digital services and goods rely significantly on it. They can, however, spend on traditional (or offline) marketing as well.

 

When their target audience is active online and can connect with their content, communicate with their brand representatives, and purchase their products and services, local shops or enterprises that do not rely on an internet presence can profit from digital marketing services.

 

Getting the best out of both: Hybrid marketing

 

We are talking about small businesses here. Small businesses will provide two types of solutions that they want to sell: Services or products that can be sold either online or offline. Now there are a lot of questions involved before sketching out a marketing strategy:


 

  • Is the target audience other businesses or consumers?

  • Does it sell in a limited region or worldwide?

  • If it sells offline, does it sell in a local shop or is it available online?


 

Now, depending on all of these factors, marketing might focus on various things depending on the target demographic, type of solution, and reach available. Several marketing tactics might be utilized after comprehensive market research depending on the business details.

 

Let us look at some examples that can help you to better understand hybrid marketing:

 

Examples

Online 

Offline

B2B marketing for large businesses:

If the market requires it, use LinkedIn or other social media platforms. Case studies, industry papers, and academic studies that provide proof are all available. Website and general digital presence with a more corporate feel. Different sales channels and calculators that, if appropriate, allow for the creation of upfront offers.

Attending important industry conferences and meetings, as well as forming strategic alliances with other companies. Public relations and exposure in local newspapers and other places that prospects frequent.

Local buyers, Local Sellers

Clients may subscribe to new offers, deals, and solutions supplied by the store via social media, a website showcasing the product offerings, and the opportunity to subscribe to new offers, deals, and solutions offered by the shop. Building a fanbase through online advertising that focuses on the interests of local customers (typically Facebook or Instagram). A Google Business page that is easy to discover, including contact information, a reservation system, and other features.

Brochures, collaborations with other local companies, or locations with comparable businesses are all options. A massage studio, for example, may team up with hairdressers or cosmetic salons that cater to the same demographic. Organizing business-related educational sessions (along with follow-up recurring content online or even over SMS and Facebook Messenger).

Digital Products for Consumers

Social network, as well as a digital store that accepts a variety of payment methods and currencies. A mascot, recognized overall brand identity, easy online games, raffles, word-of-mouth referrals, and ways to join a certain market or sector with potential supporters of the business are all examples of creative campaigns that are appropriate for the type of consumer.


 

Sponsorship of consumer events, development of excellent packaging, and team branding (t-shirts, mascots at the office, etc).


 

Best Practices of Hybrid Marketing:

 

Keep a few excellent practices in mind as you create your hybrid marketing strategy:

 

  1. Use consistent branding: 

 

Hybrid marketing messages are dispersed over numerous media, but they should all appear to come from the same source. Make sure your branding components, colors, and typefaces are consistent so that people can recognize your brand. Get our free branding guide for ideas on how to give your company a consistent appearance and feel.

 

  1. Make all of your interactions seem smooth:

 

Hybrid marketing experience, like branding, should be easy and consistent. Each point of contact with a consumer should feel connected and united. Take into account how your in-person and online touchpoints interact. Make sure that if a consumer sees something in your shop or at a tradeshow, they can discover it on your online channels as well.

 

  1. Make material suitable for the platform:

 

While consistency in branding, message, and experiences are important, they should also seem natural in their surroundings. Don't just copy and paste material from one platform to another. Consider the differences between each platform and use your imagination to tailor your material to fit the medium.

 

  1. Collect data at every touchpoint: 

 

Always consider how you might transform in-person interactions into useful digital data. Collect information from in-person prospects and enter it into your customer relationship management (CRM) system so you can stay in touch with them using internet resources.


 

Advantages of Hybrid marketing:

 

Here are the benefits of hybrid marketing or multi-channel marketing:

 

  1. An expanded market opportunity – 

 

One of the most significant benefits of marketing across many channels is the instant rise in market potential. If you only have one store and subsequently open an online business that is accessible across the country, your market potential has expanded dramatically.

 

  1. Consumer preference marketing – 

 

Consumer preferences may differ. As we've seen throughout this article, some customers may choose to shop online while others may prefer to shop at a physical store. Others may choose to buy just when a bargain or an exhibition is going on. So, with an omnichannel marketing strategy, you're marketing to the preferences of your customers, boosting the chances of improved client interaction.

 

  1. Increased income - 

 

Because you're connecting with consumers across many channels and there's a good chance the customer is seeing your brand across numerous channels, he'll be more likely to buy more and promote your items to others if he loves them. As a result, revenue and brand equity are both boosted. When done correctly, multiple channel marketing may launch a business to popularity and raise income by a factor of ten.

 

  1. Competitive advantage - 

 

Because your marketing is based on so much study and trial and error, you will be ready to take on your competition when he begins his marketing initiatives. You'll know ahead of time which kind of campaigns and advertising provides the best results, as well as when a rival appears.


 

Disadvantages of Hybrid Marketing:

 

Although hybrid marketing appears to be simple, it is not without its difficulties.

 

  1. It necessitates a huge expenditure:  

 

Hybrid channel marketing necessitates a sizable budget. On one side, With one, you can be doing search engine marketing and on the other, you might be running magazine advertisements. On one end, you may be running stores and on the other, you may be improving your online presence. In general, you'll have to pay money for each channel. If you don't have the cash, you're better off focusing on a few channels and succeeding there before branching out into other marketing channels.

 

  1. Channel Measurement: 

 

Another obvious hybrid marketing difficulty is determining which channels provide a strong ROI and so merit a good investment, and which channels provide a bad ROI and thus demand a lower expenditure. It is critical to measure each channel and its real return on investment to determine which channel to invest in. If this channel measurement isn't done correctly, there will be a waste of available marketing expenditures.

 

  1. Getting results: 

 

Getting results from hybrid marketing is one of the most difficult aspects of it. It is not required to have a presence across many platforms to develop a brand or sell your goods. If this were true, every company that has existed would have been a success. To get the most out of your multichannel marketing, make sure each channel is communicating effectively, engaging its clients, and converting them from prospects to paying customers. To keep the campaign fresh, regular channel optimization and tweaks for good development are essential.

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