Gain Buy-In for Integrating Online & Offline Campaigns
Posted by luke on September 22, 2008 at 09:51 AM
A recent study conducted by JupiterResearch shows that only 55% of search engine marketers are integrating their search marketing efforts with offline channels.
So why aren't more marketers integrating their offline and online initiatives? The fact that separate departments manage these marketing initiatives independent of one another is one of the most common factors.
It's clear that a large percentage of marketers are not coordinating search and offline, but why should they? Yes, we understand that search captures demand generated by other offline channels. Surveys, studies, and figures aside, coordinating these two channels can improve bottom-line. It costs less to process a transaction online than it does in-store, by phone or by mail. Therefore, the more your offline efforts drive consumers to search and convert online, the better your company's bottom-line.
Now, you're ready to prove the benefits of integrating your online and offline marketing efforts. But where do you begin?
First of all, keywords, key messages and calls-to-action that have been identified as most profitable within your search marketing campaign(s) need to be leveraged in your offline mediums. The online team, whether done in-house or by an outside agency has the availability of data to show the offline team how they've optimized to maximize ROI, CPA, or any other key metric.
These concrete numbers can help gain buy-in for integrating the two departments.
Furthermore, there are ways to track the ROI for your offline channels. The key to tracking offline media performance lies within the URL.
For radio, it's a little more of a challenge as users typically will not be able to directly access the internet following a 30 second spot, yet alone remember the URL, verbatim. As a result, working basic keywords related to your campaign along with branded keywords is the best route to take. You'll be able to bid on these keywords within your paid search campaigns and direct traffic to your custom landing page for offline media.
The same principle can apply to television. With print and direct mail, you can purchase additional domains, define a rule set to redirect users to a custom landing page, and append a tracking parameter to identify the original source: print ad, direct mail piece, or any other offline channel.
By integrating your online marketing campaigns with your offline campaigns and leveraging the above tactics, you'll be in a better position to understand the effectiveness and profitability of your offline media spend.
Image: Wilhei55
Tags
Search Marketing
Offline Integration
Oneupweb
Category
Strategy
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Comments (2)
Posted on September 23, 2008 09:56 AM
Thank you for the comments James. Following my example with radio, I explain that the same principles can be applied to television advertising. However, when I discuss print and direct mail, I suggest purchasing an additional domain(s) which could then be redirected to either a homepage or custom landing page for the campaign. The strategy behind purchasing additional domains is to ensure they are relevant to the current advertising campaign. An example would be mycokerewards.com. The domain is simple enough for radio and television and could be modified for tracking print and direct mail. The subdirectory for my print ad could be mycokerewards.com/redeem and the subdirectory for my direct mail piece could be mycokerewards.com/prizes. In this instance I would not need to purchase more than one additional domain. Rather I would use subdirectories to track the response of these offline mediums. Incoming traffic as a result of the campaign, including related search engine queries and direct entry into the address bar would all be redirected to them same page to ensure all visitors share the same user experience.
Posted on September 22, 2008 05:47 PM
I agree with using profitable keywords, phrase and CTA' from search in your off-line campaigns but remember its a two way street. You can use and should be bidding/track phrases that have and are being used in current TV/Radio/Print campaigns. That is where people get the terms they are searching for...The practice of using different url's for direct channels does not make sense...at all. What about branding and consistency? If I hear an add on the radio I get one url and if I see the TV add I get another? Seems more like a good way to confuse the consumer, lower your trust with them and dilute your online brand presence.