Social Media As Part Of An Offline Marketing Strategy

Compare the Meerkat. Possibly one of the most successful social media campaigns (at least in the UK), ever. This got me thinking – was it as successful as it was due to the fact that it was integrated with a TV/offline campaign. This then got me thinking further…is social media at its best when used as part of an offline campaign rather than a digital one? Does it just create repetition when using social media on top of other established digital channels?

It is well established that the more a consumer sees a brand name/product then the larger the share of mind of that product. If the brand or product has a larger share of mind then then the consumer is more willing to act upon this (sign up/purchase etc). A TV advert that leads people online provides deeper interaction.
So does Social Media marketing work better as part of an offline campaign that online?
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