One of the biggest opportunities and yet toughest challenges facing organizations is successfully leveraging the power of offline advertising with their existing online promotional strategy.
Even though print advertising no longer has the impact of 20 years ago, it by no means should be written out of your marketing mix.
In fact, a recent study by eMarketer, found that over 47% of survey respondents stated that magazines influenced them to start a search for merchandise online, beating out the response from email and blogs combined.
Multi-channel marketing helps build and extend the awareness of your brand, and provides additional opportunities that can actually boost the effectiveness of your existing online campaigns.
A well-implemented and integrated promotional effort allows you to:
Sounds like an obvious strategy to test, right? Well, like most other business strategies, the victories belong to those who can best execute. As General Patton once said, "Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy."
Here are the 7 leading organizational speed bumps that prevent successful adoption and execution of integrated multi-channel promotion:
For organizations that can overcome the above barriers, here are some guidelines for capitalizing on an integrated plan:
The core of any successfully integrated effort depends on accurate metrics-tracking and analysis of each campaign. At a minimum, you'll want to have your web analytics setup to analyze the following by campaign source:
Click here to see a report from our Conversion Analyst web analytics tool showing conversion metrics by entry page URL. By utilizing unique URL strings for our landing pages, we can track metrics by campaign and determine which campaigns are delivering the best returns.
We can also drill down to the keyword level to discover those keywords that are most contributing to our campaigns success.
In our sample report, the highlighted line shows the activity generated from our email campaign promoting free shipping.
We can see that the email, which prompted readers to click on the free-shipping link, was our 8th most productive entry page, and generated 28 orders for us.
Since there's likely to be a "cross-pollination" effect among campaign sources, it's important for an organization to agree upon how conversions should be measured when the acquisition of a new customer was the result of exposure to multiple promotions.
While some companies will give credit to the promotional source that actually led to the conversion, other companies will instead compare the total return of the integrated promotional effort against that of the singular promotional effort.
Although measurement methods vary, the take-away here is to adopt one method and use it consistently in all of your tests.
Businesses often encounter logistical and organizational challenges when integrating offline and online channels in their promotional strategy. However, the potential added return in terms of branding and direct sales/leads should justify the planning and testing of these channels. Relying solely on one channel of promotion without testing other channels could result in missed opportunities for a competitive advantage.
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