Ultimately I want to look into how to effectively combine and integrate online and offline marketing strategy, but to start with I need to better understand what people are doing in the realms of online. One area of offline marketing that it seems would not be easily transferred to online is events. An event, in my mind, is a physical, tangible element, yet it seems one organisation has succeeded in this arena.
Adobe has created an event to launch of it's latest product entirely
online. Instead of having 2,000 people in a room who would report this event to the rest of the world, anyone could register and attend the streaming of the event live.
online. Instead of having 2,000 people in a room who would report this event to the rest of the world, anyone could register and attend the streaming of the event live.200,000 people attended live, viewed product demos and cut out the middle man. A further 200,00 viewed the launch over the following week.
Adobe became the facilitator, the audience and the mediator all rolled into one user friendly package. And it was a roaring success.
Another area that is being converged is mobile technology, the most popular of which appears to be downlaodable iPhone apps not just from Apple, but content created by other organisations and users.
Benjamin Moore, an American paint company, launched an innovative app to try and increase their market share. With a few swift touches you can capture a colour that you like and find the store nearest to you that stocks a Benjamin Moore paint in that particular colour.
These are just a few examples of how businesses are creatively using new media. I think both of these examples illustrate how benefitial these medias can be, but niether are excluding offline potentials.
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