Larry Alton says, “Any business that believes marketing can be divided into neat little categories is destined for failure. There’s no such thing as an online marketing strategy and an offline marketing strategy. Local marketing requires a unified effort, regardless of the medium.

The Rule of Seven

The rule of seven is one of the classic principles of marketing. It says that, in order for a prospect to become a customer, they must see your offer at least seven times. In other words, once a customer has seen a brand’s offer on seven different occasions, they have everything they need to follow through with a purchase.

While the underlying principles of the rule of seven still apply, the number will be larger in 2016 and beyond. Jay Walker-Smith of Yankelovich Consumer Research points out that the average customer was exposed to just 500 ads per day in the 1970s, compared to 5,000 ads today. As a result, the rule of seven may as well be the rule of seventy.

But this is where marketers are going astray. Many assume that throwing a bunch of marketing and advertising campaigns against a wall in hopes that a couple stick is a good idea“.

The Key to Local Marketing: Blending Online and Offline

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