Hybrid Marketing is an integrated combination of physical promotions and digital presence.
The goal with hybrid marketing is, like most marketing, to get in front of your people in a meaningful way as often as possible. But there are a few factors that differentiate hybrid from normal digital or traditional marketing: 1) The Combination 2) The Integration 3) The Theory.
The combination of traditional and digital marketing is powerful because you find more ways to introduce yourself to your prospective customers. Most firms in the Birmingham area are digital heavy. This makes sense because that’s where people’s eyes have been spending most of their time for the past 15 years.
Unlike 15 or even 10 years ago, many people are finding ways to escape the dark void of their device, according to NewsNation. Furthermore, when using their phone or laptop, most people avoid ads, and so you are left with two digital only strategies: 1) spend a whole lot on paid ads so they have to see it, or 2) hope your marketing girl’s latest idea is the one in a million that will go viral.
Traditional marketing has its pitfalls too, mostly in cost and capacity. Hybrid marketing however, uses strategy to maximize a smaller amount of targeted physical promotions, and tie them directly with a digital presence.
Here’s an example of how the integration may work: first step, you create content to build your digital presence. You are lacking in viewership though, so you take it to the next level. You purchase a company mascot costume and have one of your employees run around town and get attention. This is a great start! However, there needs to be integration. The way to get integration is to put a direct call to action on the physical attention grabber. In our example, the mascot may wave around a sign that says: “Follow us today for a free cup of coffee!” This incentivises your prospective customer to follow your page to see more of the action and follow along while inspiring them to come to the store to pick up their free drink.
Last but not least, the theory. The theory is simple, in a world where distractions are crossing the screen in front of us all the time, where huge marketing budgets win our attention, a tap on the shoulder is what radically separates you from the pack.
AIM Ventures specializes in this form of marketing. Here at AIM we believe that hybrid marketing is the way forward, allowing for the most creativity and strategic impact.
Leave a Reply