‘How to Bridge the Gap Between Online and Offline Marketing’ – ‘Mashable’

Dani Fankhauser says, “There is no brick-and-mortar. There is no ecommerce. Integrated campaigns have been on the rise in recent years and while some businesses may identify as online or offline, when it comes to marketing, it’s likely their methods run cross-platform.

The bridge is social media, says Matt Siltala, president of Avalaunch Media.

While it’s most natural for an ecommerce company to promote via social media, and an offline store to market at local events or through direct mail, more often than not the lines are blurred“.