Online and Offline Integration

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 4 months ago)

55 views

46 Birmingham Parkway | Boston, Massachusetts 02135 | 617
-
254
-
5000 | www.ovrdrv.com

Online and Offline Integration

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American Internet Usage


The internet reaches 62% of adults and is used for an average of 108
minutes on an average day, far out pacing print media.*











*Data taken from “A Day in the Life: An Ethnographic Study of Media Consumption” conducted by Ball State

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What The Research Says: Spending Growth


William Blair & Company / CIMA Survey, March 2007



Traditional advertisers continue to migrate online


19% growth expected for 07


Imagine spending in Radio or DM growing 19%



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What The Research Says: Spending Growth

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What The Research Says: Spending Growth

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What The Research Says: Spending Growth

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What The Research Says Is Working

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The Headlines

9

Silo Based Marketing and Optimization

PPC

SEO

Online
Advertising

Offline
Advertising

10

Integrated Marketing and Optimization

PPC

SEO

Online
Advertising

Offline
Advertising

11

Online and Offline Integration Tactics


Staffing and Training


Strategy


Creative


Media


Tracking and Analysis

12

Staffing and Training


Look for people trained in print with web design qualifications


-
Nicole, Parametric Technology


Look for people with web writing capabilities
-

copywriters with concise writing style that
translates well to the Web


-
Bill, MFS


Take print designers, and train them on the Web onsite
-

from outside organizations


-
Leanne, Appleseed’s


Take advantage of vendors
-

bring them in to train and educate your staff


-
Stephanie, Boston Globe


Implement an internal corporate Wiki


-
Kathy from APC


Subscribe to industry newsletters
-

ex: ClickZ, Web Marketing, Search Engine Watch


-
Harry Gold, Overdrive Interactive


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Strategy


Prepare for the long
-
term and ensure platform is technically sound, etc., even if it
pushes back immediate needs


Make your website more vertical overall by developing separate landing pages for
various campaigns, with templates to accommodate different audiences


Develop Business Compliance Guidelines (style guides) addressing online business
rules in advance so your creative gets through compliance faster


-

Jennifer from Vicam


Start thinking about online and search earlier, don’t treat it like an add
-
on or
afterthought.


Think about how calls to action can take place online and can be weaved into your
offline marketing activities



-

Harry Gold from Overdrive Interactive




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Creative


Send your creative assets to an outside vendor for online production


-

Jude, Comcast


Do a Brand Awareness Campaign
-

direct consumer to landing pages and get them to register, using
online calls to action which incorporate online and offline creative


-
Bill, MFS


Distribute Best Practice Guidelines for creative


-
Chuck, Progress


Use offers that include discounts
-

timely calls to action and a form fill out to collect info
-

have
engaging content with embedded calls to actions


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Leanne, Appleseed's


Appeal to consumers based on where they are located and what products are on sale in their area
(to create sense of urgency) and allow consumers to choose conversion path


-
Jude, Comcast


Create valuable content, offer 60 day free trial, sign up for free newsletter, hints and tips
-

all points
of contact that drive conversions


-
Aaron, Constant Contact

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Media


Ensure consistency in messaging b/w weekly circular and online, so consumer can access 24/7
because timing is everything
-

this allows them to act on deals immediately


-
Brad, Target


Use USPS service (Gray Hair Software for example) which uses technology to sync direct email
delivery and email


-
Mark


Do budgetary planning upfront that includes online marketing as an equal component


-
Allison, Comcast


Do integrated/bundled media buys that incorporate online and offline elements and ask for online
value ads when buying offline


-
Harry Gold, Overdrive Interactive


Use social networks and blogs which are more about creation than commerce, they are about the
value of your content


Use online and offline media as a spark to launch campaigns


Media allows you to target specific groups of people online in more affordable way


-
Kathy, Liberty Mutual



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Tracking and Analysis


Apply Tracking URLs in offline media
-

if possible use alternate domains


-
Jennifer, Vicam



Compare offline dashboard and online dashboard to reveal lifts from integration in both
areas


Measure the success of your marketing on actions that truly add to your bottom line


track far beyond clicks and click costs


-
Harry Gold, Overdrive Interactive


Thank You

Download this presentation at:


www.ihaforum.org

Addendum


About Overdrive

19

About Overdrive


Search and online marketing firm that focuses on brand building and
customer acquisition in the online space


Achieve success by combining best in class:


Marketing (strategy, search marketing, online media, email marketing, link
acquisition, RSS feed content distribution)


Creative and conversion services (concept, design, copy, production)


Advanced technology (development, serving, tracking, database)


Our Mission: Build Lasting Revenue Channels


Deploy and expand turn
-
key marketing programs that quickly create brand
awareness, capture leads and drive sales


Corporate Mantra: Flexibility


We seamlessly integrate with existing agency relationships and complement
resident skill
-
sets

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Service Menu


Search Marketing


Strategy development


Natural search engine
optimization (SEO)


Paid search
management (SEM)


SEO PR


Link buying


Blog outreach


Site conversion
optimization


Traffic analysis


Search presence
tracking and analysis


Competitive search
presence tracking and
analysis


Search engine
compliant copy
development





Online Media


Strategy development


Media planning


Media buying


Trafficking


Ad serving


Campaign tracking


Campaign reporting


Campaign analysis and
ROI optimization


Online/offline media
integration




Creative & Production


Strategy development


Creative/brand
development


Copywriting


Graphic design


Flash development


Rich media, gadget and
widget development


Web site development


Web application
development






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Current Clients

Non
-
Profit/Edu

B2B/Technology

Consumer

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Contact

Harry J. Gold

CEO & Manageing Partner

617
-
254
-
5000 x 1100

hgold@OverdriveInteractive.com


www.OverdriveInteractive.com