{"id":20143,"date":"2020-01-28T16:46:35","date_gmt":"2020-01-28T16:46:35","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/blended-marketing"},"modified":"2026-09-17T13:51:37","modified_gmt":"2026-09-17T13:51:37","slug":"blended-marketing","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/blended-marketing","title":{"rendered":"Blended Marketing"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad alignright wp-image-13972 size-full\" style=\"margin-top: 0;\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/blended_marketing-1.jpg\" alt=\"Blended Marketing\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/blended_marketing-1.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/blended_marketing-1-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/> <strong>Definition:<\/strong><\/p>\n<p><strong>Blended marketing<\/strong> is an approach that coordinates traditional or offline marketing activities with digital channels so that they perform complementary functions within the same strategy.<\/p>\n<p>The integration may connect out-of-home advertising, events, shops, direct mail or audiovisual media with websites, applications, search engines, email and social media. It is not simply a matter of using both types of channel, but of <strong>maintaining coherent objectives, messages and journeys<\/strong> and supporting movement from one touchpoint to another.<\/p>\n<p>The approach can form part of the <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/marketing-mix\">marketing mix<\/a> of organisations of different sizes, but it does not guarantee a low budget or greater reach. <strong>Selection depends on the audience, context, coverage, operational capacity<\/strong> and the ability to measure results without assigning them arbitrarily to a single channel.<\/p>\n\n<h2>Phases of blended marketing<\/h2>\n<p>Planning a combined campaign can be organised into the following phases:<\/p>\n<ul>\n<li><strong>Define objectives and the journey:<\/strong> Establish what the campaign should achieve and how offline and online contacts connect from discovery to action.<\/li>\n<li><strong>Understand and segment the audience:<\/strong> Identify habits, locations, needs and barriers without assuming that everyone uses the same media.<\/li>\n<li><strong>Select channels and functions:<\/strong> Decide what each medium contributes and avoid reproducing the same asset without adapting it to the context.<\/li>\n<li><strong>Coordinate message and execution:<\/strong> Maintain a recognisable identity, compatible calls to action and a continuous experience across teams and suppliers.<\/li>\n<li><strong>Measure and review:<\/strong> Define indicators, codes, URLs, promotions and test designs that connect responses with different touchpoints within a <a href=\"https:\/\/www.arimetrics.com\/en\/digital-marketing-agency-spain\">digital marketing<\/a> strategy.<\/li>\n<\/ul>\n<p>Measurement may combine digital platform data with sales, shop visits, promotional codes, surveys and experiments. Multichannel conversions <strong>cannot always be attributed precisely to a single exposure<\/strong>.<\/p>\n<h2>Examples of blended marketing<\/h2>\n<p>The following <strong>historical cases<\/strong> show ways of connecting physical experiences with digital participation. Their particular applications, networks and mechanics may have changed:<\/p>\n<ol>\n<li><strong>Samplia:<\/strong> Connected sampling machines in shopping centres with registration and identification through a mobile application.<\/li>\n<li><strong>Special K:<\/strong> Its <em>Tweet Shop<\/em> campaign offered a sample in exchange for a post on Twitter, now X, connecting a physical space with a social action.<\/li>\n<li><strong>KLM:<\/strong> Used information shared publicly by certain passengers on social media to deliver personalised gifts at the airport. The case illustrates the connection between physical service and digital channels, but a current activity would need to assess privacy expectations and data use.<\/li>\n<li><strong>Destinia and La Rioja Tourism:<\/strong> Installed displays with scents in the Madrid Metro and connected the experience with a digital activity and hashtag-based prize draw.<\/li>\n<li><strong>Walkers Crisps:<\/strong> Combined a vending machine installed in London, an appearance by former footballer Gary Lineker and messages posted on Twitter to distribute samples.<\/li>\n<\/ol>\n<p>A blended case <strong>does not need to use social media or an application<\/strong>. A code in printed material, a digital booking that continues in a shop or a physical event connected with online content can also form part of a coordinated <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/cross-media-marketing\">cross-media marketing<\/a> strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Definition: Blended marketing is an approach that coordinates traditional or offline marketing activities with digital channels so that they perform complementary functions within the same strategy. The integration may connect out-of-home advertising, events, shops, direct mail or audiovisual media with websites, applications, search engines, email and social media. It is not simply a matter of [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"template":"","encyclopedia-tag":[1311],"class_list":["post-20143","encyclopedia","type-encyclopedia","status-publish","hentry","encyclopedia-tag-marketing-strategy"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/20143","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=20143"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=20143"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}