There are number of case studies in the internet on how a company has integrated offline campaigns with online campaign to get an unyielding results and improving sales by great numbers. One such case study is free pastry day from Starbucks. The company has used Facebook events to launch this campaign and has totally driven 1 Million people to stores during this free pastry day. This is a great campaign and is being talked and adopted by multiple people in the industry.

Hence it is very much evident that integrating online and offline campaigns can yield a great result. Now let us see how this can marry each other to improve the overall revenue of a company.

First the marketing strategy has to be adopted as such. Online marketing or the internet marketing has to be one of the pillars of marketing mix. If a company fails to do this and allocate minimal budget, it is going to not yield the best results one would expect for. Chief Marketing Officers and other c-level higher officials have to understand this and allocate budget to social media and other online offerings.

The best way to start with this is to integrate offline advertisements with online elements. Now days we see lot of people doing this. You can turn down any paper magazine and you will find a link to their website or a link to their Facebook page. This has yielded great results when it comes to sales. People are also advertising on television with only the Facebook page. This is a great success for Facebook itself. People understand how online shopping can affect offline sales and vice versa. A knitted snoods company has a great case study for this.

Another best way to integrate this is to have store related details on the online store front. If you are a giant company having stores all over the US, you might need to have the ability to select and shop with the inventory of that particular store. People must be given liberty to choose their product and they can also pick it up in stores.

Hence cross channel and upselling happens here in this scenario. It is also better to have elements of offline assets in internet. For example, having a copy of printed catalog can be so great that people can print and research products before they move into a store. Many websites are already doing this.