In an era where online marketing is crucial to business success, it can be easy to forget to include offline marketing. However, this could prove to be a big mistake.

Incorporating offline data in a marketing campaign can strengthen online marketing ROI through deeper insights into your organization’s customers and their behaviours in the real world.

Most modern-day marketers understand this. They know that customers switch between the physical and digital worlds freely while they move through the buyer’s journey.

This makes Online-to-Offline – also known as O2O – marketing an effective way for businesses to reach customers at all touchpoints to drive engagement and sales.

In this article, we explore how to optimize that relationship to improve customer experience, engagement and brand awareness.