Is Physical Marketing Still Relevant?

The digital marketing experts at Evergreen emphasise that relying solely on online strategies is a critical mistake for home, garden, and lifestyle brands. An omnichannel approach combining digital and offline tactics delivers superior results.

The case for omnichannel marketing:

• Digital marketing is powerful but insufficient on its own
• Businesses need diverse marketing channels to maximise visibility
• Even digital-focused agencies recommend offline strategies
• Physical marketing creates memorable touchpoints digital can’t replicate

While paid search and social media drive significant traffic, many brands overlook valuable offline opportunities. These physical touchpoints offer unique ways to connect with customers in ways digital channels cannot.

Offline strategies for ecommerce brands:

• Trade shows and industry events
• Local networking opportunities
• Physical mail campaigns
• Targeted direct mail drops
• Partnership with complementary brands
• Creative physical “wow” moments for best customers

The Evergreen team recounts helping a client transform their underutilised showroom into a clearance event destination. By combining digital promotion with local awareness tactics like direct mail to 40,000 nearby addresses, they created a comprehensive marketing approach.

Practical implementation ideas:

• Use physical locations as brand experience hubs
• Create time-sensitive flash sales combining online/offline promotion
• Leverage physical mail for standing out in a digital-saturated world
• Capture in-person data for remarketing opportunities
• Build local awareness even for primarily online businesses

This “bricks and clicks” mentality helps maximise both physical and digital assets. Even primarily digital businesses benefit from offline touchpoints that create memorable brand interactions.

Moving beyond digital-only thinking:

• Assess what competitors are doing offline
• Revisit previously abandoned offline channels
• Consider geographic targeting even for e-commerce
• Create special experiences for high-value customers
• Look for offline opportunities to strengthen digital results

The marketing experts summarise their philosophy as “diversify to multiply.” By expanding beyond just Google and Meta ads, brands can create multiple touchpoints that work together for significantly better overall business performance.

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