Integrating online and offline marketing
Return on investment
It’s important to get the best return on investment (ROI) from your campaign by asking consumers to register their details in order to access added-value offers or promotions such as some of those mentioned above. Don’t ask for too much data, just their name and email address is a good start, plus their permission for future contact. That way you can start building a database of prospects whether they buy today or not, ensuring the best possible value from your advertising investment. Maintaining a dialogue will strengthen your relationship with your customers and allow you to gather deeper profiling information.
Another simple way of ensuring your promotions get maximum exposure is to include your campaign message in the standard footer of all employee emails (with a link to your website). If you are using Outlook as your email client, this is done by setting up an email signature You’d be surprised how many emails are sent out of your organisation on a weekly basis, and it’s crazy to ignore this as an opportunity to reach a wider audience, and probably one with which you already have a relationship. I’ve heard of these types of campaigns having an eight percent click-through rate, which is enormous compared to general banner advertising.
Getting the best results
To get the best effect from online/offline marketing integration you will need to time your campaigns to run concurrently and, of course, the creative should be consistent – but the research suggests running online and offline concurrently has a multiplying effect on the results. It’s imperative that you use the technologies available to track all channels of the sales funnel to measure effectiveness and optimise your creative and placements.
Your efforts will be rewarded with cost-effective campaigns that not only deliver sales results; they will also deliver an integrated brand experience for your customers.
-Jason Davey is director of digital marketing at Bullseye (www.bullseye.com.au), a full service digital agency with offices in Sydney, Melbourne and Brisbane.
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