Offline Marketing Drives Online Results

Offline Marketing Drives Online Results

The marketing bus has been a smooth ride up until 2008 when sudden detours changed its route. These detours caused the marketing bus to travel out past town, to a two-lane, rocky road. After traveling miles through endless farmland, it eventually made its way to a small country town with one intersection and one blinking red light. The driver found himself currently at a crossroads...the East/West road sign reads “Offline,” the North/South road sign reads “Online.” A brand new sign is secured on the right side of the road. The sign reads “Welcome to the Town of Integration! The most cutting edge, equidistant town to everything! All roads lead to us! Coming soon!”

Has your marketing bus traveled to the Town of Integration? If it hasn’t, you’d better get on board. Just like any business, the marketing business has had to go through some detours and bumpy roads to figure out the next wave in marketing. But, we’ve now arrived to a fantastic crossroads where both traditional marketing and online marketing has created a great support for each other and for your business.


What is Integrated Marketing?
Integrated marketing is a holistic marketing approach that crosses media channels and boundaries to promote buying and selling, as well as brand building, across two or more online and offline media channels. Integrated marketing can have many facets. Online, it can include: organic search; paid search advertising (PPC); online display advertising; email marketing and social media marketing. Offline marketing is what we think of as traditional media: television; print advertising; direct mail; radio; billboard ads.

The Interaction Between Online and Offline Media
Integrated search marketing uses the blended search formula to pull a campaign together. An integrated campaign utilizes online news releases, video, images, blog posts and products to promote a brand outside standard advertising means. Television campaigns can be tied to an online campaign and used to fuel targeted searches, while providing valuable feedback on the reach of the campaign.

Advantages of Integrating your online and offline marketing
In a Jupiter Research survey of 2,300 web users, 67% of the respondents said they had searched for the company name, product or service names, or advertising slogan that they saw in offline marketing or ads. Of those online searchers who responded to an offline marketing message, 39% eventually made a purchase.

Conversely, to use online marketing to promote your offline marketing, mention on your website a physical address and contact information. This makes it easy for people who first find you online to also find you offline. This has been shown to help your site in local search, boost your overall business credibility and improve conversion rates.

So, is your business visible, with a consistent message, both online and offline? Online search optimization and offline marketing and advertising are no longer two separate things that have no relationship to each other. The roads have intersected and your business needs to be there. Your customers have already bought prime real estate in the Town of Integration, so park your bus and stay for while.

Is your business like a hamster?

"The definition of insanity is doing the same thing over and over again and expecting different results." - Albert Einstein

An insane business. Do you have one? Do you find yourself doing the same things over and over again to get more clients and customers? Our business is sometimes similar to that silly, little hamster on the spinning wheel of death. Spinning, spinning and getting nowhere. If our business is a smart hamster, we'd get off that wheel and build those crazy neon tubes instead. Those tubes carry us hamsters to all kinds of places. Places of new opportunity, expanding beyond our cage and leaving that wheel behind. It's time to make a resolution. Be a smart hamster, get off the wheel and start building those business tubes that lead to greater opportunities. Here are five steps to get started:

1) Niche markets. Understand your niche market. What do they like? What do they read? Buy? Where do they eat? Research the businesses who aren't only attracting your niche market but are doing great with retaining that market. Emulate some of the practices these businesses have put in place.

2) Event Marketing. Building on rule number one, market in person to your niche group. Get out there in the community and network. Allow the event to give you a platform for recognition and relationship building. Associate your company with an event that best represents the culture and face of your business.

3)Blogs. There has never been an easier way to find out what the marketplace is thinking about you, your company and your products! There are three different ways to use blogs: monitoring what people say, participating in those conversations by commenting on those blogs and shaping those conversations by creating and writing your own blog. We will touch more on blogs in the next post.

4)Network. Your netWORTH is your network. We all know the saying, "It's all about who you know." This is true to a point. Yes, it is great to meet people, but nothing will move forward without taking the initiative and following-up. It doesn't become a netWORTH until a relationship is formed. Begin forming the relationship with the follow-up.

5)Service. Never except bad service. Poor service to a customer is a reflection of you, your company and your credibility. Deliver what you said you were going to, when you said you were going to, how you said you were going to. Your customers are your best advertisers. Keep them happy and they will bring their friends.


From one smart hamster to another, get going on these five tips for your business's resolution. Leave your hamster wheel back with 2009. Break out those neon red tubes and start building new opportunities for your business.

Satisfaction in Advertising

Welcome to the Ad Satisfaction blog where our goal is to enhance your awareness of marketing fundamentals, trends and applications. Our practice is to co-create an outlet for clients to reach existing and potential costumers. In the upcoming postings we will present:
Opportunities to evaluate your current approach to advertising based on marketing fundamentals such brand development, strategic planning, account management and direct marketing
The development of creative in relation to graphic design, copywriting, advertising campaigns, print, broadcast, collateral development
Media planning & buying, complete analysis, research, media consulting and multimedia placement( Radio, TV, Print, Cable, Outdoor, Internet)
Internet marketing with insight into search engine management, context marketing, email marketing, list management, web design and social networking
Join us as we explore the secrets to marketing that will enable you to build your businesses foundation. We will show you how to use proven marketing principles and the current economic state to make you money. We are deeply invested in the success of our clients, community and country.