3 Ways to Bring Digital Marketing into your Brick-and-Mortar Location

Image courtesy of Jonathan Nalder/Flickr.

 

The roads of digital and physical marketing occasionally cross, and with new kinds of technology constantly being developed there are lots of effective ways you can use digital and real-world experiences together to influence your market.

 

When you use both online and physical marketing to reach your audience, you can create a more cohesive experience. You can get your brand in front of people through multiple channels, encouraging them to visit your locations, buy your products and otherwise interact with your business.

QR Codes on Location

You’ve probably seen QR codes on flyers, posters and signs, but people don’t always have time to stop and scan them there. Instead, try using them in your business where people may be interested in learning more about your products or services.

 

You can do this by putting cards next to products, on table stands, on display cases or at customer service counters. Then, link these codes to online content like specification lists, feature details, how-to videos or a website where your customers can get more information.

 

The key to making this work is putting the codes in strategic places where people would actually stop to get more information and linking them to highly relevant and helpful content.

Geotargeted Ads

Geotargeted ads make it possible to display your ads on social media, apps and the Internet when people are within a specific distance of your physical location. When you combine geotargeting with other targeting options you have on most ad platforms, your ads becoming very highly targeting.

 

This type of targeting can help you make people aware of your locations and encourage them to visit them. For example, if someone is using social media in a cafe near your business and sees ads for your shop, he remembers you have a location nearby and realises that your store has something to offer him.

 

You can use geotargeting for general ads that reach a wide area or you can use them for specific locations and narrowly target them to people within just a few miles of your stores.

In-Store Beacons

In-store beacons are an up-and-coming technology that allows you to send marketing messages to your customers’ smartphones as they browse your store. The beacons can be used throughout your store and use Bluetooth to find smartphones within the vicinity and then send them marketing materials.

 

You can program beacons to send your customers coupons, product details, ads and almost any other kind of marketing media.

 

These help you reach people who are already in your store and make it possible to send them materials that are likely to persuade potential customers to make a purchase. They can be very helpful when it comes to nudging people who are considering buying your products in the right direction, since they target people during the decision making process.

 

It’s likely that digital and in-store marketing will continue to come closer together as new technologies make it possible. When you use digital marketing at your physical locations, you can give your customers a more complete experience and target them at the point of purchase, which could help you increase sales.