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Bridging the Gap between Offline and Online Marketing

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

41% Word-of-Mouth

35% Print Ad

23% Radio Ad

13% Billboard



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.



OFFLINE METRICS

Return on Investment

Economic Value

Customer Loyalty



ONLINE METRICS

Click Through Rate

eNewsletter Submissions

Conversions



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.

Bridging the Gap between Offline and Online Marketing

shared by Infosyslimited on Apr 10, 2013 in Business

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Infosys infographic shows the strength of offline marketing and how an offline strategy can run in conjunction with an organizations online marketing efforts.
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