Bridging the Digital Divide

In Cross Channel Marketing, Digital Strategy by Marius Badenhorst

Most leading businesses have accepted the fact that today, departments and business functions have to become integrated in order to meet goals more efficiently. The same has occurred across both the advertising and marketing industries. Traditional marketing tactics are simply not as effective as strategies that are integrated with encompassing digital marketing strategies.

With the added pressure associated with the need for integrated strategies, many companies have implemented innovative campaigns to bridge the gap between the physical aspects of marketing and the digital.


In light of hardware store Lowe’s repositioning, BBDO New York created a clever campaign, “Never Stop Improving”, for the business that was successfully integrated with social media. In order to gain engagement online BBDO published a number of Vine clips that featured small home improvements that make life easier (Vines are similar to animated GIFs, but play back more smoothly). The campaign was given the hashtag: #LowesFixInSix.

Oreo Daily Twist

As part of Oreo’s 100th birthday celebrations, agencies DraftFCB New York, 360i, Weber Shandwick, and MediaVest collaborated on a campaign that would remind the world to treasure the inner child that is associated with Oreo cookies. The “Daily Twist” campaign was spread over 100 days, symbolising the 100 years of Oreo. Each day of the campaign, Oreo featured a current world event, but with a playful twist!

Amazon Kindle Vending Machine

Online retail giant, Amazon, came up with a clever idea to bridge the gap between online and physical trade by developing Kindle Vending Machines. This addition to their business model is a low cost retail option and also a delight to consumers. Amazon’s vending machines were exhibited at “the global stage for innovation, CES, this year.

Amazon Kindle Vending Machine

If you’re wondering how an integrated strategy can be applied to your business, organise your thinking in the following order.

1. Start with your main message/ goal

The starting point of every strategy is either goal setting or the revisiting of goals. What are your business’s goals? Is it a communication goal (e.g. product launch or rebrand campaign) or is it a monetary goal (increased sales)?

2. How can your digital platforms add value to your core business?

Bearing in mind that digital marketing consists of more than internet marketing tactics, and may include physical elements such as interactive billboards, tablets, and games (see Delites’ Delite-o-matic machine), these platforms could potentially add value to your business in a number of ways. It does not have to be purely monetary. Many consumers will look up products and services online, before considering it as a purchase option. If your business provides information about your product and service offering online on spaces that are convenient to your potential new customers, you add informational value to their lives. Think of a business that does not have these steps in place – a consumer may not even look at this business as a viable option because there is no information about the business readily at hand. The consumer will look to a competitor instead.

3. Be creative

In the industry in which you are operating, try to identify where there is a lack of engagement with consumers and jump in to fill the gap. If you’re having trouble getting creative, research what others have done and consider how you can better their strategies.

We hope that you found this post insightful and that it has inspired you to get creative. Feel free to submit your comments and ideas!

About the Author

Marius Badenhorst