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All of the buzz about digital marketing has left an old, familiar and still viable marketing medium in the dust: offline programs. The marketing divide between online and offline spheres can be so epic, in fact, that it's not uncommon inside companies to see separate print, Web and social marketing teams using different strategies and launching campaigns that are in no way connected.
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But those silos only exist inside marketing departments. The customer's mind perceives one continuous brand. We live in a world where customers casually cross multiple marketing channels throughout the course of an hour and can see a kiosk ad, print promotion and social media campaign within moments of each other.
It's no surprise that consumers tend to be distracted; recent research from Reponsys shows that customers tend to spend 30 seconds or less absorbing digital content, making it especially important to reach them on a variety of channels. Other research shows that they expect seamless access across channels, with a Multichannel Retail Survey finding that 40 percent of consumers said it was "very important" to have purchase choices both offline and online.