31. How Can We Help You? www.MarketPathOnline.com/GROW
Editor's Notes
Onlinevs OfflineOld-school vs New SchoolDirect Mail vs EmailAdvertising vs SEMTelevision vsYoutubeRadio vs Podcast
InfoTrends - Marketers reported an average improvement of close to 50% for personalized multichannel campaigns over traditional campaigns. Omnicon Media - 62% of online campaigns are seeing an increase in return on investment when combined with offline marketing such as direct mail.Bottom line… marketing campaigns that combine 2 or more channels will generate more leads, see higher response rates, faster response times and larger order sizes than those that don’t.
Key conceptsExampleSteps to takeEmerging technology
Building a campaign with a specific marketing objective (leads, event, product launch, retail push, direct sales)Targeted audiencePutting your message in front of themRelevant offers & clear calls-to-action
Over 1/2 of consumers prefer to respondNearly 1/3 of consumers WILL ONLY respond onlineCombine by using offline to drive onlineStill include other response mechanisms
A landing page is a website designed specifically for capturing responses from a specific marketing outreachOnline Business Reply Card
Netfilx – TV CommercialGieco – Direct mailerDeVry – Riverfront Times Insert
No CLEAR offer or call-to-actionNo visual connectionDoesn’t collect dataCan’t measure traffic source
Small Business MonthlyOnly ad out of 100s with landing page
www.Nivea.com/DNAge
Generate LeadsPromote an EventLaunch a Product or ServiceDrive Retail Activity (Coupons)Online Sales
Soft Offer – Free T-Shirt, Special ReportHard Offer – 25% Off Your Next PurchaseRelevance is KEY, put your self in your audience’s seat
Focus on your primary channel firstCreate a postcard or email, make a tv commercial, etc.Then…
Carry that message over to your landing pageOther channels
Keep an eye on analyticsMake adjustments on the flyTally resultsRinse & repeat
Keep an eye on analyticsMake adjustments on the flyTally resultsRinse & repeat
A few strategies…Include Social Profiles on offline channels and link to on landing pagesDrive people to your facebook page, include an ad (iframe) as your front pageCreate landing pages for Social Media, be careful not to promote too much thoughGive people incentives to shareKeep in mind though… social media is more effective as a tool for networking and building relationships than promoting