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Online Offline Marketing Integration
How many marketing departments do you have? Coordinate efforts and achieve greater overall success.
Look at some of the most successful companies and you’ll see they’ve made it a primary goal to minimize conflicts and maximize coordination between their online and offline marketing efforts. Many traditional retail stores have become enthusiastic “Clicks and Mortar” operations, and many Internet-only companies have discovered the power of traditional marketing to boost their online marketing success.
The lightning speed of the Internet now makes it possible to test in hours the offers and sales approaches that formerly took weeks or even months to get off the ground. It’s no longer a question of whether you should integrate online and offline, but how much and in what ways.
Study how your customers purchase
Do significant numbers of your customers prefer to research products online, but purchase by phone? If so, having different item numbers for catalogs and web sites can be a problem.
Should you follow traditional mailings with supportive email campaigns? Can you replace traditional media with online media? What’s the best mix for your particular business? Can your web site architecture handle the same discounts and offers as your print or TV advertising?
Are PPC (Pay Per Click) ads and SEO (Search Engine Optimization) efforts more cost effective than space ads? Do sales reps generate better bottom line results than Internet marketing? Can online efforts qualify leads better so that reps can devote more time to in-person selling? Is a mailing more effective than an email or a series of emails?
The more accurately you can answer such questions and solve potential integration problems, the more powerful and successful your overall marketing will be.
Numbers rule
The process begins with an overall marketing plan that includes an objective analysis of past results in each sales area. There’s little guesswork needed. With the right reporting and analytics, decisions on how future marketing dollars should be spent can be based on concrete numbers. Cost-effective testing helps you expand what’s working and eliminate what isn’t — quickly and with confidence. Blanket budgets can be replaced with earned allocations based on past performance.
When it comes to integrating online and offline efforts, the whole is clearly greater — and far more powerful — than the sum of its parts.
Proper integration can be one of the smartest business moves you can make.
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