BRIDGING THE GAP
LEVERAGING OFFLINE TACTICS TO HELP ONLINE MARKETING EFFORTS
As companies shift their every and resources to digital marketing, brand managers should not lose site of how offline tactics affect online conversions. While ROI can be a challenge to reach and measure, offline efforts still greatly contribute to your overall conversions, and should be included in your calculations.
THE RELATIONSHIP BETWEEN ONLINE AND OFFLINE
Offline advertising directly affects online marketing initiatives. In order to be successful online, marketers must understand how customers are engaging with their brand offline
44% Television Ad
35% Print Ad
23% Radio Ad
40% of online searchers make a purchase after being influenced by an offline channel
60% of people are highly likely to make a purchase based on offline word-of-mouth
Just 7% of word-of-mouth marketing occurs online.
MEASURING ONLINE AND OFFLINE METRICS
Online marketers typically use metrics like click-through rate, pageviews, an impressions, but these metrics can be problematic.
INTERNET USERS CLICK ON LESS THAN 1 PERCENT OF DISPLAY ADS.
THEY NEVER SEE 1/3 OF AD IMPRESSIONS SERVED IN THE U.S.
Marketers are now attempting to use a hybrid of metrics that feature both online and offline metrics.
Return on Investment
Click Through Rate
Preferred Metrics Used to Calculate Digital Marketing 101
6% Metrics specific to offline medium only
15% Metrics specific to online medium only
24% Equal measure of offline and online
55% Same offline metrics with some online metrics
While many marketers are quick to disregard offline marketing tactics, it is becoming essential for marketers to adopt offline measuring techniques to report on quality metrics that show true value for brands.