The fact is no medium drives offline conversation better than online marketing. In fact, our research shows that in 15% of conversations about products and 23% of conversations about services, somebody refers to something they saw online.

Yet, a key mistake made by digital marketers is allowing the effectiveness of campaigns to be measured with just digital metrics like clicks, shares, and re-tweets. None of those metrics pick up the impact of offline behavior, such as word of mouth, which can be nine times more voluminous offline than online.

So how does a marketer make sure marketing efforts work in both spaces? Here are five ways to maximize the impact of any marketing strategy.

1. Design Content to be Buzzworthy

This means content needs to focus on things that are truly surprising, funny, or exciting. People like to share things that have a strong emotional component. It’s also key that a marketer realize the story — the content — is more important than the delivery channel. This is why the Old Spice Guy campaign did so well. Its humor and sexiness made it one of the most successful viral campaigns in history. – href="http://mashable.com/2012/07/18/online-marketing-offline-marketing/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29&utm_content=Google+Reader">How Online Marketing Can Fuel Offline Conversations by Brad Fay

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