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Companies spend millions on brand promotion or lead generation through marketing via television, event sponsorships, newspaper/magazine advertisements, billboards, etc. Though they are present on digital platforms, still little do they understand how effective their marketing plans could be if they integrate both the platforms.

For any brand what is of utmost importance is integration of brand messaging across various channels, thereby, increasing brand awareness which has a potential to translate into financial benefits.

Here’s a quick guide on how it could be done and how it will benefit your brand:

1. Traffic exchange: Buying a space on billboard for a week? Don’t forget to put the url of your various social platforms. Once you have grabbed their eyeballs, you need to tell them that they can log in to facebook or twitter and talk to you. Similarly, if you are organizing/sponsoring any event, you must not forget to update your fans or followers about it. To lure your followers into attending the event, you can also offer free passes online through contests.  You can also place your website url and social media urls/widgets on your business cards. Additionally, make sure your website appears on a search engine when your audiences are looking out for you. And don’t forget to follow them with your banners/text ads, no matter where they travel in the digital world.

2. Increase Brand Value: Customers, who have been dealing with the brand offline, can share their views/questions on digital platforms. Well the reviews can be good or bad. How well do you face them socially can definitely increase your brand value in market and within the customer’s mind. So, monitor what your customers are saying and respond to their queries with care.

3. Being Viral:  If you are conducting any contest/event (online or offline), there are better chances of the news spreading without much of your effort by means of online marketing.  A single fan responding back to you or sharing your content can attract a huge audience.

Let us consider the travel industry for example. If you yourself travel a lot, you would be aware that as a consumer, your brand loyalty is low and one tends to flit between sites searching for the best deal. If you are already getting a good amount of traffic through SEO, PPC, display network, it is not necessary that you would be able to retain all of them or convert them into successful deals.

Here is a case study of Zuji, one of Asia Pacific’s largest online travel agent.  In the year 2010, despite its heavy visitor traffic, Zuji was struggling hard to maintain momentum and was losing market share to competitors.

Till date, Zuji was depended on reach and frequent marketing techniques, including TV, print, outdoor and digital display along with search advertising to tap the best deals. This worked well to attract large number of visitors, but Zuji relied too much on a natural conversion rate to turn a profit. Soon, they realized the need for an effective system to convert the visitors to successful leads. The solution they come out with was through exploring the emerging digital technologies.

So, now the need of the hour for Zuji was to use data optimization techniques to discover its customers’ travel intentions in order to generate personalized ads for them once they left the Zuji site helping them to start planning their next holiday.

For this, Zuji essentially wanted a system to share sale fares relevant to an individual’s known holiday intent through an automated process that feeds best prices into existing online banner placements, 24/7.

Objective: To deliver the most advanced targeted and immediate travel offers in the history of Australian travel.

Strategy:

  • Marketing channels      opted were TV, outdoor and      print running in all major metropolitan cities
  • Digital advertising included Banner Advertising along with      Display and Search
  • Additionally,      social media was also adopted with an intensive Tweet campaign along with PR      to publicize Ziji’s new campaign

Execution:

Zuji rolled out its campaign in two phases:

Phase 1: In May 2011, the ‘Travel Your Way’ ad campaign hit TV screens, newspapers and billboards nationwide asking Australians to consider a new way of booking their travel. (this helped Zuji to get huge number of traffic onto their website).

Phase 2: Two months later, Zuji began to successfully identify visitors’ flight or holiday intentions to deliver personalized ads almost wherever they went on the web.

Results:

After a period of 6 months, the integration of online/offline marketing strategies brought following results:

  • Hike is site traffic – Site visitors up by 40% three months after the campaign
  • Increase in Bookings – Bookings were up by 100% on the same time in 2010
  • CTR (click-through rate) was up by 300%, display CTR went from 0.04% (July 2011) to just under 0.12% (December 2011)
  • Basket value rose 25% – Order value is approximately 25% higher than the average for display
  • Low CPA – The campaign maintains a low CPA thanks to its lower burn rate in terms of overall impressions served
  • A better customer experience – Customers were served relevant, intent-based creative that was actually helpful in travel planning

You can read the detailed case study here.

Lastly, when creating your marketing strategy, do not miss to take a look at where your prospects are and create tactics that reflect that. Most often, you will discover that an integrated marketing model works quite well to build your business, particularly when offline is equally integrated with your online tactics.

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