Many businesses have begun to incorporate online marketing strategies into their overall business plan. However, what many fail to realize is that it is not an either/or proposition. To be successful, a business needs to utilize all marketing efforts. Also, marketing efforts should never be looked at as individual items. All marketing is a complete package where each item should build on the overall picture. Online marketing efforts and offline sales are becoming inextricably linked. More and more consumers take a few extra seconds to look at online reviews and comparison shopping websites before they make purchasing decisions.

The smart phone may be the single most transformative device of modern times. With a smart phone consumers can look at a digital representation of the street in which they are standing and get a list of reviews next to every business. Information is more accessible than ever, and it is important to ensure that your business communicates on every possible level. Smart phone shopping apps allow users to locate a store locally, read reviews, see any promotions and compare prices with other local stores, all in a matter of minutes. This has revolutionized how people shop, and it needs to revolutionize how businesses market. Make sure your company is listed on Google maps and local listing sites, so mobile users can find it easily. Also, post promotions and sale prices so that customers can see that you are competitive.

Capitalize on cell phone market penetration with SMS marketing. SMS marketing is one of the best methods available today. With cell phones reaching record heights, there is no other advertising method that has the same read rate. In fact, cell phone users often have no choice but to at least glance at your message. While this is not strictly speaking an online marketing tool, there are a variety of programs out there to enable quick and easy bulk text messaging.

Create and maintain social media profiles for your business. With an investment of only one of two hours a week, you can see a dramatic increase in sales. Consumers are constantly in contact with mobile access, so they can instantly respond to both good and bad experiences. Show them that you are responsive to their preferences by posting signs letting them know you are on Facebook and Twitter. Offer email mailing lists and text sign ups for special promotions. Engage them with coupons only available to Facebook fans and offer them incentives to share your link.

Keep in mind that all online efforts should be geared toward driving offline sales. For industries like restaurants, spas and other service industries, traditional online marketing is not effective. But, integrated marketing can be effective for any business. When you lay out your next marketing push, include both online and offline efforts. Illustrate how one effort can drive another and the entire plan works as a cohesive whole. If there are weaknesses, address them before finalizing the plan. Most businesses don’t exist solely in the vacuum of online, and they shouldn’t market as if they do.