Integrating Traditional & Digital Marketing for Maximum Impact Presentation

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

Email

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

Email

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 MeAaron@MarketPathOnline.com

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