Columnist Marcus Miller discusses how offline marketing strategies can be used to influence and improve local businesses’ digital marketing efforts.
I run a small digital marketing agency in the UK, and we have a strong focus on search in all its paid, organic and local formats. Over the years, we’ve come across all manner of clients. All shapes and sizes. Local businesses. National businesses. E-commerce businesses. Online and offline (or “bricks and clicks,” as we like to call it).
With so many clients over more than 15 years, we noticed that the majority of businesses are laser-focused on search and digital, while others have concentrated predominantly on offline marketing activities. These are two sides of the same coin, and as I discussed in my SEO Beyond the Browser column, both can contribute to a successful marketing campaign…
