With mobile devices (smart phones) becoming the go-to device when surfing the web these days, consumers have all the information they could ever want at their “fingertips” when it comes to buying goods and services.
Marketing agencies from the “Mad Men” era couldn’t have imagined how much information and data companies had on their customers.
These days if you want to target an online ad to a pregnant woman between the ages of 25 and 45 who lives in Miami, FL and likes Disney World….
You can pin-point a Facebook Ad to that demographic online…..
So how does Online Marketing and Offline Marketing co-exist in this rapidly changing “digital” environment?
In the past an advertising agency would throw up a billboard and maybe attach a location specific 1–800 “call tracking number” to see where calls were being generated from in terms of specific billboard location.
PRINT / NEWSPAPER
Advertising agencies using print media could use a similar tactic and use different “call tracking numbers” for each print journal or newspaper that they were advertising in.
This way publishers & advertisers / clients would know which print paper was generating revenue versus others that weren’t generating.
The most popular way of reaching an audience based on location or certain demographics based on TV consumption and metrics is through TV Advertising.
Although digital marketing has taken a huge chunk of TV Ads media budgets, TV remains one of the best ways to reach your audience!
Tips to Bridge Offline Marketing to Online
Radio - With radio spots being anywhere from 10 to 15 to 30 seconds, consumers attention spans are short.
Your ad message needs to be clear, direct, and easy to remember.
For a digital approach, create a specific landing page or web page on your website that will receive the traffic.
One good idea is to purchase an easy to remember brand or product domain that points to your website or as a stand-alone landing page / micro site.
When looking for a call tracking number, look for one that is easy to remember or one that includes your vanity name, service, or product. Your Ad copy has to trigger customer responses so including call to actions like “buy one get one free”, will encourage more people to pick up the phone or visit the website.
Print / Newspaper - Print media can drive targeted eyeballs to your website. With many different advertising sizes and spaces available, making sure your AD is able to capture ones attention through strong imagery and ad copy.
If space is available, incorporating a vanity URL to your copy will be able to drive print traffic to your website. Once they are on your website, make sure to ask for an email as you can build your database that way and make more of your print budget.