If history has taught us anything, it’s that it has a knack of repeating itself, especially where fashion and trends are concerned. And if studying and working in marketing has taught me anything, it’s that marketers love trends. Whats current? What’s going to be the ‘next big thing’?
The thing about fashion, and trends, is that they’re generally measured in the short term. What’s in fashion today, might not be tomorrow. But that’s not to say that it won’t be back. Tetras, Top Trumps, Chopper bikes, Yo Yos, they were all in fashion once, vanished off the scene for a while and then came back in fashion later.
Online to offline and offline to online marketing is a key part of many brands’ marketing strategies, especially those bricks and mortar retailers and ‘traditional’ media brands, such as TV channels and radio stations. It’s an attempt to embrace the digital age, hence the coining of the term ‘clicks and mortar’. Go online for coupons and redeem them in store; in store, prompt to download your app or scan a QR Code. For radio and TV: go online to enter competitions or for more content seems to be where it’s at. These are all common examples of online to offline and offline to online marketing. For many brands, it works pretty well. The thing is though, if you’re going to try offline to online marketing, then you’d better make sure you can deliver. And if you’d expect anyone to be doing well in this department, it would be the King of traditional media… The BBC. [Read article]