After years of working in the digital space to gain recognition for brands, I’m finally seeing the brands (artists / labels / etc) themselves taking an active interest in building an online strategy. This, however, is where a divide begins.

Just HAVING an online strategy in and of itself will not universally move the dial. A focus strictly on the digital space is savvy, and, in this day and age, necessary, but I’ve been seeing that something is missing.

Once you’ve concocted your online strategy, how are you plugging it in to your OVERALL strategy? If your digital marketing campaign that gained thousands of hits don’t translate into the REAL WORLD (where, as far as I know, we all still dwell), what have you really accomplished. A TRUE digital strategy is one that not only successfully drives traffic and generates ONLINE sales, but also one that gets butts in seats and WORD OF MOUTH advertising.

What is a HIT if not a human being taking the time to look in your direction? You have to capture the individual, not just the traffic!

Don’t let your digital efforts live solely online. Mention them on radio visits, from the stage, at holiday parties, or conventions. You’re just as likely to gain a follower of your brand by telling them of your digital campaign in the physical world.

Don’t let there be a disconnect! Marketing strategy is marketing strategy is marketing strategy, online or off. Make sure you’re connecting the dots and let the physical world help your virtual campaign, and vice versa.