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. Gap BRIDGING THE LEVERAGING OFFLINE TACTICS TO HELP ONLINE MARKETING EFFORTS As companies shift their energy and resources to digital marketing, brand managers should not lose sight of how offline tactics affect online conversions. While ROI can be a challenge to track 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. 40 44% 41% 30 35% 20 23% 10 13% Telvision Ad Word-of-Mouth Print Ad Radio Ad 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. Just7% of word-of-mouth marketing occurs online. MEASURING ONLINE AND OFFLINE METRICS Online marketers typically use metrics like click-through rate, pageviews, and impressions, but these metrics can be problematic. AD AD!! !! INTERNET USERS CLICK ON LESS THAN THEY NEVER EVEN SEE 1/3 OF AD 1 PERCENT OF DIS PLAY ADS. IMPRESSIONS SERVED IN THE U.S. OFFLINE METRICS ONLINE METRICS Marketers are now attempting to use a hybrid of metrics that feature both online and offline metrics. + Return on Investment + Economic Value + Customer Loyalty a Click Through Rate z eNewsletter Submissions a Conversions Preferred Metrics Used to Calculate Digital Marketing ROI Metrics specific to 6% offline medium only Metrics specific to 15% online medium only 55% Same offline metrics with some online metrics Equal measure of 24% offline and online 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. SOURCES: eMarketer Infosys Created By COLUMN FIVE eConsultancy I Digital Marketers United MSNBC