Harness the web to work in conjunction with your existing offline campaign.

Posted by on Feb 26, 2010 in Online Marketing |

By adopting integrated social media marketing strategies you will generate new consumer insights. Customers will continue to increase their time spent online and they need to be reached where they prefer to be reached at the time they want to be reached. Here are 3 web marketing trends to consider: 1) Blend Online With Offline Campaigns There are two parts to this trend. First is the optimization of web sites, specifically efforts in blogs, social media, search engine optimization and email. Second is the strategic usage of those web properties within an overall campaign that may or may not include offline media (i.e. direct mail, catalogs, print ads, TV, radio etc.). Benefits to consider: Both online and offline campaigns have similar concepts in reaching target audience with different processes so define your desired outcome first. More touch points (frequency) to reach target audience throughout the buying/researching process Lowers marketing costs by shifting campaigns online from offline Faster time-to-benefit Find out more about your customers via two way conversation online More strategic options with online campaigns (i.e. brand awareness campaign, call-to-action campaign, lead-generation campaign) Target new customer base across multiple demographic, wider reach. Ideas for action: Consumer brands Build and drive traffic to your own communities, identify and communicate directly with your fans to help close the sales with promotions or rewards. This is a popular approach to get opt-ins and many consumers actually look for these value-added deals. Own the relationship with your network of customers, focus on supporting the needs of the community as a priority before promoting your offerings. B2B brands Leverage content marketing strategy to drive sales leads from search engine ads, email campaigns, social media communities, affiliate blogs or offline media to a highly targeted micro-site for prospects to opt-in for free resources (i.e. whitepaper, reports and presentations). The goal is to pre-qualify leads that can filter through the sales cycle to improve the probability to convert the sales efficiently. 2. New Measuring Matrix: Hybrid Measurement Unlike traditional forms of gathering consumer insight, online tools are often cheaper, based on much larger sample sizes, and are quicker to deliver results. For the past few years the value of search engine marketing (SEM) are measured largely by ad impressions, page views and click through rates. However, as internet users are more willing to input additional data online, companies are now looking to measure key metrics of engagement on a one to one level. It will continue to be challenging for marketers to abstract reliable data as social media adds another pile of data to the media measurement mix. Benefits to consider: Provides more realistic feedback that extends the meaning of web analytics Rich information aggregation from...

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Market and Measure on the World Wide Web

Posted by on Oct 23, 2009 in Online Marketing | 2 comments

Marketing and Measuring ROI On-line marketing has come of age and is rapidly becoming a dominant medium. Traditional business marketing is very specific, however when it comes to the Internet you are literally reaching the world. I guess that’s why they call it the World Wide Net! What are some of your options are if you are depending on foot traffic to your door. Networking is pretty much a necessary event in the normal course of business. We all need to network, unless you are actively trying to keep your business a secret. Every time you open your mouth you are networking. Please do not confuse networking with selling. Networking gets your name out there, puts a face to your business name and your Web site should be providing the rest of the story. As part of your web strategy you should have your Web address on everything you present to the public. Every advertisement you place in every single medium, all the business information that is handed out should have your Web address on it, including cards brochures and flyers. Television and radio commercials should make it part of your tagline and by using a specific url you can also then measure the success of that particular medium. Driving traffic to your site Once you have the public visiting your “electronic salesperson,” what then? Specials can be created that can only be found on your Web page and can be downloaded and brought into your establishment and once again measured. This will drive traffic to your door and there is nothing like warm, breathing and hopefully buying bodies to lift the spirit of a business and boost the bottom line. What the Web has done is give an owner different ways to reach the public. Offer an ongoing competition or reward in exchange for getting your customers to recommend your products and services and share potential new customers e-mail information, in this way they are buying into your efforts to expand your customer data base. What’s more, in order to collect their prize they must come into your establishment to collect. Use your Web site to brag about what you have done for your community, or to talk about your ongoing projects that could involve your customers. They might even be interested in helping, too, which in turn creates an entirely new kind of loyalty. Get recommendations and testimonials as 70% of customers are still using the web to research the products or services that they are wanting to purchase What do you do once you have a website? Once you have a site, you will need to be sure it is easy to use. You are not...

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