The fact is no medium drives offline conversation better than online marketing. In fact, our research shows that in 15% of conversations about products and 23% of conversations about services, somebody refers to something they saw online.
Yet, a key mistake made by digital marketers is allowing the effectiveness of campaigns to be measured with just digital metrics like clicks, shares, and re-tweets. None of those metrics pick up the impact of offline behavior, such as word of mouth, which can be nine times more voluminous offline than online.
Here are five ways that digital marketers can maximize the face-to-face impact of their marketing strategy.