Your customers are doing it. Your competition is doing it. The whole world is online—reading email, visiting websites and connecting socially. People expect (and many prefer) to be connected with brands online, where they have more control over the relationship. This is a world where online reviews or discussions in social media have the power to make or break a company. How did this happen? In this white paper, we'll show you how to make the transition from offline to online marketing, and how to develop multichannel programs that yield positive ROI.
3. The Direct Marketer’s Guide to Online Marketing Success
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The Digital Marketing Channel Ecosystem
According to the WinterBerry Group, 2013 trends indicate that your best strategy is
to plan and manage your marketing programs holistically rather than as separate,
isolated channels.1
However, in most companies, technology has yet to catch up to
this ideal, especially when it comes to sharing and managing data across the digital
and traditional divides. Companies who develop ways to consolidate their data will
enjoy a huge marketing advantage.
Your online and offline efforts must be seamless. Establish an overall strategy and
goal for your campaign—do you want to drive more prospects to your website,
raise awareness of your product, nurture prospects with a newsletter, or build
an opt-in list? Which channels are best suited to your goals? Make sure that each
phase of your promotion adds something to the communication while staying true
to the strategy and brand. Within a campaign, visual and content styles should be
consistent over all mediums so the user is not confused and can easily find and
respond to your call to action.
Each online marketing channel has its own strengths and weaknesses.
A basic understanding of the major online channels is
essential before you dive in.