Integrating Traditional & Digital Marketing For Maximum Impact
Aaron CorsonVP MarketPath
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Integrating Traditional & Digital Marketing For Maximum Impact
Let’s just get the plug over with…
Integrating Traditional & Digital Marketing For Maximum Impact
Offline
Old-school
Direct Mail
Sales
Advertising
TV
Radio
Brochure
Online
New-school
Social Media
SEO & PPC
Video
Podcast
Website
Traditional VS Digital
• Marketers reported an average improvement of close to 50% for personalized multichannel campaigns over traditional campaigns.
• 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
The reality is…
• Strong call-to action and relevant offer.
• Clear visual connection between channels.
• Drive prospects to respond online.
• Measure activity using campaign specific landing pages.
A few keys for successful integration
Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
Landing Pages
TV
Direct Mail
Podcasts
Social Media
Radio
Content
Search
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
Squeeze Page - www.YourWebsite.com/offer
General URL - www.CampaignURL.com
Customized URL - www.CampaignURL.com/Facebook
Personalized URL – JohnSmith.CampaignURL.com
Types of Landing Pages
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
1. No CLEAR call-to-action2. No visual connection3. No easy data collection4. Can’t measure traffic source5. Conversion rate will be MUCH lower6. It can’t be customized or personalized
Print Advertising
Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
Television
Integrating Traditional & Digital Marketing For Maximum Impact
www.shamwow.com/tv1364
Billboards
Integrating Traditional & Digital Marketing For Maximum Impact
Direct Mail… a few more stats• 78% of ONLINE consumers have provided a
company with mailing address information to receive direct mail messages.
• 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
Integrating Traditional & Digital Marketing For Maximum Impact
Welcome PageSurvey Page
Update Profile PageThank You Page
Integrating Traditional & Digital Marketing For Maximum Impact
Emerging Technologies
Integrating Traditional & Digital Marketing For Maximum Impact
QR Codes
Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
Augmented Reality
Integrating Traditional & Digital Marketing For Maximum Impact
Integrating Traditional & Digital Marketing For Maximum Impact
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
Questions?
Contact [email protected]
www.MarketPathOnline.comwww.Twitter.com/MarketPathAC
www.LinkedIn.com/in/AaronCorsonwww.Facebook.com/Aaron.Corson
314-485-9778
Integrating Traditional & Digital Marketing For Maximum Impact
