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Integrating Traditional & Digital Marketing for Maximum Impact Presentation
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Online or offline? Traditional or digital? Email or direct mail? This is a hot marketing debate that's been going on since the internet and email were in their infancy many years ago. Whether it's email, direct mail, social media, television, radio, telemarketing, online video, websites, SEO or whatever, many experts have and will continue to argue about why you should choose them and their medium over all the others. But the reality is... you don't have to choose one or the other! By combining BOTH ONLINE & OFFLINE marketing channels, you will get better results and a higher ROI than using either one by itself. Join me (Aaron Corson) for a webinar and discussion about how to Integrate Traditional and Digital Marketing for Maximum Impact. In this webinar you will: * See powerful examples of marketing campaigns that have successfully integrated online and offline. * Learn best practices to connect ALL of your traditional marketing efforts with digital ones. * Hear critical statistics that support the integration of the old and new mediums. * Discover why measurability and flexibility are keys to successful integrated campaigns. * Gain valuable advice you can implement immediately after the seminar is over. * Discuss your thoughts and hear other's thoughts on what they think the most effective mediums are.
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Integrating Traditional & Digital Marketing for Maximum Impact Presentation
- Clear visual connection between channels.
- Drive prospects to respond online.
- 75% of 25 to 34-year-olds have made a purchase resulting from direct mail.
- 62% of 18 to 24-year-olds are also most likely to be influenced by direct mail.
- 42% of direct mail recipients prefer to respond online.
Editor's Notes
- One of the purpose of this webinar (and my professional life, really) is to break down the barriers that seem to present for many marketers between traditional marketing methods and the newer, “sexier” digital marketing methods.Marketers have been butting heads for years about which types of marketing are the best. So which is better? Is…Traditional better or digitalOffline or onlineOld school or new schoolDirect mail or email (don’t get me started on that one)Sales or social mediaAdvertising or SEOTV or online videoRadio or podcastsBrochure or websiteAny other ones you guys can think of?Well, I have good news! You don’t have to pick…
- The reality is that the most effective way to market your business or product is… BOTH. By developing an integrated strategy that combines both online and offline marketing channels, you will get better results and a higher ROI than using any single channel on it’s own.And if you properly measure both the online and offline, you can truly get a clear view of which channels are the most effective for your target audience, your industry and your company and ultimately use this knowledge to make all your future marketing efforts more effective.OK, a few stats…Marketers reported an average improvement of close to 50% for personalized multichannel campaigns over traditional campaigns. (Source?)62% of online campaigns are seeing an increase in return on investment when combined with offline marketing such as direct mail. (Source?)But achieving successful integration is more than just statistics. Businesses that use personalized, integrated marketing campaigns will see more leads, higher response rates, faster response times and larger order sizes than those that don’t.So how do we create campaigns that successfully integrate of online and offline marketing?
- I’d like to offer what I see as the key elements of a successful, integrated marketing campaign.First, as with any type of direct marketing, there must be strong call to action and relevant offer. Without giving prospects a good reason to respond and a clear and easy way to do it, your campaign will probably not be very effective. What offers are effective are extremely dependant on your target audience, your industry & your product or service. For B2B marketing, content is very effective at the moment. Whitepapers, articles, webinars (wink, wink) educate people and provide value without much of a commitment beyond giving up some information and usually taking a sales call.For B2C, discount offers & coupons seem to be leading the way. Coupon distribution site Groupon was recently valued a 1.35 billion.Next, it’s important that there is a clear visual connection between the channels used in your campaign. Repetition and consistency is important in cutting thru the clutter. If prospects see the same images and hear the message in multiple places, they are more likely to remember it.Third, in the age of the internet, you must drive prospects online to get more information and respond to your offer. I’ll share a statistic later when we talk about direct mail, but the to sum it up, a significant percentage of people that you market to WILL ONLY respond online, so if you don’t give them that option your alienating them right out of the gate.Finally, you need to use campaign specific landing pages to accurately measure activity and effectives of any channel you use in your marketing efforts, online or off.In the next few slides, I’m going to expand on landing pages because it’s critical you all understand the role they play in integrated campaigns.
- Landing pages act as the hub of integrated marketing campaigns, with all of the other channels feeding into them.Wikipedia defines a landing page as…“The webpage that appears when a potential customer clicks on an advertisement. The page will usually display sales copy that is a logical extension of the advertisement or link.”My definition is a little different, but close… a landing page is a webpage (or sometimes website) designed specifically for capturing responses from a specific marketing campaign. It’s like an online business reply card.
- These response capturing mini-websites come in varying levels of complexity, with each offering a more personalized experience and higher level of measurability.Often referred to as a squeeze page, the simplest type of landing page is just a sub page of your current website. Usually there is a form and some copy that reference the offer that prospect is responding to. Depending on the analytics behind your website, it’s often difficult to measure anything other than just raw hits to that specific page, but using a squeeze page is often an easy and inexpensive way for many marketers to get started using landing pages for specific campaigns.What I call a GURL or General URL, sometimes called a microsite, is a website with it’s own campaign specific domain name. GURLS allow you to customize the prospect experience a little more since they are dedicated to the campaign and won’t usually include unnecessary links and graphics like a squeeze page.A CURL or Customized URL is and extension of the GURL, where your adding a subdomain that can be segmented by lead source. If your posting on Facebook, your URL would be www.campaignURL.com/facebook. If your advertising in the St. Louis Post Dispatch, the URL would be www.campaignURL.com/postdispatch. If you do a radio ad, the URL would be www.campaignURL.com/radio and so forth. This now allows you to customize the site further for the specific audience that will be visiting it. It also allows you to begin to really break down the effectiveness of individual channels.A PURL or Personalized URL are personalized landing pages that are created specifically for each prospect on a mail or email list. PURLs allow marketers to measure every interaction of each individual that visits the site. You can also create a highly personalized experience that uses available data to customize the images and message of the page.
- Here is an example of using CURLs and PURLS from a campaign we did April, that some of you may be familiar with. Along with a company that provides email marketing software, we had a live seminar about combining email and direct mail. We promoted it…[Give URLs and show personalization]
- A lot of marketers I talk to about landing pages, say “But I put my website address on everything.” Well, having a good website for your business is extremely important, but your website homepage is not a landing page and here are a few reasons why.On most websites…[ see bullets]If your not going to use a landing page, absolutely include your website, but just be aware that your marketing will not be as effective.Any questions or comment? Does everyone have a good understanding of the role landing pages play in connecting offline mediums to the online world?
- So let’s take a look at some examplesIf you do print advertising, whether it’s a newspapers, circulars ,magazines or others, use a landing page to measure the effectiveness of your ad.This is a bit more generic of an example, but after going thru the Small Business Monthly, this was the only ad out of more than 50 with any hint of a landing page. Only a few had an offer of any kind.You can see a clear visual connection between the print ad and the landing page. The colors and copy are the same, the offer is clearly displayed and you enter your info right there click submit and your done. Do you see how much more effective this is than having the add just say www.charter.com and forcing the prospect to hunt around the site for the business services link?Better still would be to have the URL be www.charterforbusiness.com/SBM, then you could see exactly how many leads came in only from that publication.
- Another example I found was a Nivea magazine ad for a skin care product called DNAge. Rather than just sending interested consumers to Nivea’s homepage and forcing them to search the product’s list for that product, they used a squeeze page www.Nivea.com/DNAge that brought them right into information about the product.Looking through magazines and newspapers, I found very few ads that including used any kind of landing page, much less a customized one. It really goes to show you that there are lots of marketers that spend 1000s on print advertising without a way to really see if it’s effective.
- Another example I found was a Nivea magazine ad for a skin care product called DNAge. Rather than just sending interested consumers to Nivea’s homepage and forcing them to search the product’s list for that product, they used a squeeze page www.Nivea.com/DNAge that brought them right into information about the product.Looking through magazines and newspapers, I found very few ads that including used any kind of landing page, much less a customized one. It really goes to show you that there are lots of marketers that spend 1000s on print advertising without a way to really see if it’s effective.
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