Online and offline marketing ARE NOT competing forces! Watch as Matt explains how to support your offline campaigns with digital activity.
Resources:
Ultimate Guide to UTM Tagging: http://traf.kr/1BsQh7y
Online/Offline Support: http://traf.kr/1BsQh7y
Transcript:
You know what's really great? When online and offline work together.
G'day guys and welcome back to Traffika TV! I just love it when online and offline campaigns work seamlessly together and today we're going to talk about how to support your offline campaigns with digital activity.
So before we start I want to make it really clear not to think about your online and offline marketing as competing forces. The really great thing about this topic is the more tightly they're integrated together, the better return on investment you're going to get from both your online and your offline investment.
The best place to start is to think about the customer journey to your website. Think about all of the different media channels and touch points your customer is going to be exposed to your advertising. It might be TV, print or a billboard for example and then think about how they're actually going to get to your website or your mobile site from those ads.
A good example of this is Dell. They did this very successfully. Their TV ads were Dell.com/tv, so a very specific landing page URL which enabled them to tailor the user experience to the ads they were running but also more importantly to track the success of the TV ads that they ran.
The other great thing about that is you didn't have to go to their homepage and navigate it trying to find an ad or the right landing page. The TV ad took you right to the offer!
The second really important thing is to make sure you're optimising your search and your social media campaigns. One of the key things we see when our clients run TV ads is a massive spike in brand searches, product searches and category searches within about two or three minutes of their TV ads running.
So you want to make sure you're buying your brand name, your product name, your category search terms. You want to make sure you're giving maximum budget available for when those TV ads are running and also make sure your Facebook and social media ads are optimised around when your TV ads will be shown as well.
You have to remember people are on multi-devices these days so they'll be exposed to your ad as they watch TV, while flicking through Facebook on their mobile phone.
Third thing: Get your data ready. UTM tag your URLS. If you don't know what UTM tagging is, jump on our website and search for UTM tagging on traffika.com.au. What this enables you to do is track where people are coming from.
You might also want to think about putting a dedicated phone number on your landing pages because this can also help you track phonecalls that you get from the offline media that you're running.
As you've got lots of different elements coming together here, you need to have a plan for how you are going to analyse it and you also want to make sure that even if a customer doesn't buy from you, you don't miss the opportunity to talk to them again.
You can do this by getting them to join your email database.
There's some really cool software out there now that does exit pop-ups or exit overlays on the screen so people can type their email address in.
Or at the very least you want to be able to retarget those people, so people who have visited your landing page but not actually transacted, can be targeted later on with remarketing.
Last thing: test, test and test! That is the most important thing about this. You're never going to get it right the first time. You need to try different things and you're going to find that offline media channels are going to compliment and support online media channels more effectively as you target people at different stages in the marketing cycle.
There you go, there's lots to think about! Just use the hashtag #ttv on social media or leave us a comment below and until next time, stick this in your browser and search it:
How to support offline activity with paid advertising.
