SlideShare a Scribd company logo
Blah blah blah. Blah blah blah blah? Blah! blah blah blah. Blah blah blah. Blah blah blah blah? Integrating Traditional & Digital Marketing For Maximum Impact Aaron Corson VP MarketPath
Let’s just get the plug over with… Integrating Traditional & Digital Marketing For Maximum Impact
Traditional VSDigital Offline Old-school Direct Mail Sales Advertising TV Radio Brochure Online New-school Email Social Media SEO & PPC Video Podcast Website Integrating Traditional & Digital Marketing For Maximum Impact
The reality is… ,[object Object]
62% of online campaigns are seeing an increase in return on investment when combined with offline marketing such as direct mail.Integrating Traditional & Digital Marketing For Maximum Impact
A few keys for  successful integration ,[object Object]
Clear visual connection between channels.
Drive prospects to respond online.
Measure activity using campaign specific landing pages.Integrating Traditional & Digital Marketing For Maximum Impact
Landing Pages A landing page, sometimes known as a lead capture page, is 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. Integrating Traditional & Digital Marketing For Maximum Impact
Types of Landing Pages Squeeze Page - www.YourWebsite.com/offer General URL - www.CampaignURL.com Customized URL - www.CampaignURL.com/Facebook Personalized URL – JohnSmith.CampaignURL.com Integrating Traditional & Digital Marketing For Maximum Impact
ONE campaign, MANY landing pages Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
6 Reason’s Why Your Website Homepage is NOT a Landing Page No CLEAR call-to-action No visual connection No easy data collection Can’t measure traffic source Conversion rate will be MUCH lower It can’t be customized or personalized Integrating Traditional & Digital Marketing For Maximum Impact
Print Advertising Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
Television www.shamwow.com/tv1364 Integrating Traditional & Digital Marketing For Maximum Impact
Billboards Integrating Traditional & Digital Marketing For Maximum Impact
Direct Mail… a few more stats ,[object Object]
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.
25% of direct mail recipients will only respond online.Integrating Traditional & Digital Marketing For Maximum Impact
Direct Mail that includes Personalized URLs usually sees a boost in response rate of 3 to 5 TIMES! Integrating Traditional & Digital Marketing For Maximum Impact
Personalized URL Update Profile Page Thank You Page Integrating Traditional & Digital Marketing For Maximum Impact Survey Page Welcome Page

More Related Content

Recently uploaded

Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
ssuser567e2d
 
Mastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnapMastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnap
Norma Mushkat Gaffin
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
Stephen Cashman
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
Top Forex Brokers Review
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
sssourabhsharma
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
46adnanshahzad
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05
marketing317746
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
DerekIwanaka1
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Operational Excellence Consulting
 
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
taqyea
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
Lacey Max
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
AnnySerafinaLove
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Operational Excellence Consulting
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
techboxsqauremedia
 
Industrial Tech SW: Category Renewal and Creation
Industrial Tech SW:  Category Renewal and CreationIndustrial Tech SW:  Category Renewal and Creation
Industrial Tech SW: Category Renewal and Creation
Christian Dahlen
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
LuanWise
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
Kirill Klimov
 

Recently uploaded (20)

Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
 
Mastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnapMastering B2B Payments Webinar from BlueSnap
Mastering B2B Payments Webinar from BlueSnap
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
 
Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024Best Forex Brokers Comparison in INDIA 2024
Best Forex Brokers Comparison in INDIA 2024
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
 
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdfHOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
 
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
一比一原版新西兰奥塔哥大学毕业证(otago毕业证)如何办理
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
 
Industrial Tech SW: Category Renewal and Creation
Industrial Tech SW:  Category Renewal and CreationIndustrial Tech SW:  Category Renewal and Creation
Industrial Tech SW: Category Renewal and Creation
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
 

Featured

Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
 

Featured (20)

Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 

Integrating Traditional & Digital Marketing for Maximum Impact Presentation

  • 1. Blah blah blah. Blah blah blah blah? Blah! blah blah blah. Blah blah blah. Blah blah blah blah? Integrating Traditional & Digital Marketing For Maximum Impact Aaron Corson VP MarketPath
  • 2. Let’s just get the plug over with… Integrating Traditional & Digital Marketing For Maximum Impact
  • 3. Traditional VSDigital Offline Old-school Direct Mail Sales Advertising TV Radio Brochure Online New-school Email Social Media SEO & PPC Video Podcast Website Integrating Traditional & Digital Marketing For Maximum Impact
  • 4.
  • 5. 62% of online campaigns are seeing an increase in return on investment when combined with offline marketing such as direct mail.Integrating Traditional & Digital Marketing For Maximum Impact
  • 6.
  • 7. Clear visual connection between channels.
  • 8. Drive prospects to respond online.
  • 9. Measure activity using campaign specific landing pages.Integrating Traditional & Digital Marketing For Maximum Impact
  • 10. Landing Pages A landing page, sometimes known as a lead capture page, is 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. Integrating Traditional & Digital Marketing For Maximum Impact
  • 11. Types of Landing Pages Squeeze Page - www.YourWebsite.com/offer General URL - www.CampaignURL.com Customized URL - www.CampaignURL.com/Facebook Personalized URL – JohnSmith.CampaignURL.com Integrating Traditional & Digital Marketing For Maximum Impact
  • 12. ONE campaign, MANY landing pages Integrating Traditional & Digital Marketing For Maximum Impact
  • 13. Integrating Traditional & Digital Marketing For Maximum Impact
  • 14. 6 Reason’s Why Your Website Homepage is NOT a Landing Page No CLEAR call-to-action No visual connection No easy data collection Can’t measure traffic source Conversion rate will be MUCH lower It can’t be customized or personalized Integrating Traditional & Digital Marketing For Maximum Impact
  • 15. Print Advertising Integrating Traditional & Digital Marketing For Maximum Impact
  • 16. Integrating Traditional & Digital Marketing For Maximum Impact
  • 17. Integrating Traditional & Digital Marketing For Maximum Impact
  • 18. Television www.shamwow.com/tv1364 Integrating Traditional & Digital Marketing For Maximum Impact
  • 19. Billboards Integrating Traditional & Digital Marketing For Maximum Impact
  • 20.
  • 21. 75% of 25 to 34-year-olds have made a purchase resulting from direct mail.
  • 22. 62% of 18 to 24-year-olds are also most likely to be influenced by direct mail.
  • 23. 42% of direct mail recipients prefer to respond online.
  • 24. 25% of direct mail recipients will only respond online.Integrating Traditional & Digital Marketing For Maximum Impact
  • 25. Direct Mail that includes Personalized URLs usually sees a boost in response rate of 3 to 5 TIMES! Integrating Traditional & Digital Marketing For Maximum Impact
  • 26. Personalized URL Update Profile Page Thank You Page Integrating Traditional & Digital Marketing For Maximum Impact Survey Page Welcome Page
  • 27. Integrating Traditional & Digital Marketing For Maximum Impact
  • 28. Emerging Technologies Integrating Traditional & Digital Marketing For Maximum Impact
  • 29. QR Codes Integrating Traditional & Digital Marketing For Maximum Impact
  • 30. Integrating Traditional & Digital Marketing For Maximum Impact
  • 31. Augmented Reality Integrating Traditional & Digital Marketing For Maximum Impact
  • 32. Integrating Traditional & Digital Marketing For Maximum Impact
  • 33. Let’s wrap it up… Integrating Traditional & Digital Marketing For Maximum Impact Use offers to drive prospect to respond online Use landing pages to measure the effectiveness your campaign and ideally each channel you use. Maintain a visual connection to create an experience that’s consistent across channels. Integrating Traditional & Digital Marketing For Maximum Impact
  • 34. Questions? Contact Me Aaron@MarketPathOnline.com www.MarketPathOnline.com www.Twitter.com/MarketPathAC www.LinkedIn.com/in/AaronCorson www.Facebook.com/Aaron.Corson 314-485-9778 Integrating Traditional & Digital Marketing For Maximum Impact

Editor's Notes

  1. 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…
  2. 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?
  3. 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.
  4. 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.
  5. 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.
  6. 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]
  7. 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?
  8. 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.
  9. 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.
  10. 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.