the marriage of traditional and digital marketing

[Webinar]The Marriage of Traditional and Digital Marketing

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Agenda:• Introductions

• Common Concerns of a Traditional-Only Approach

• Why You Should Marry the Two

• Case Study Examples

• Tactic Transition: How to Leverage Current Assets

• How to Connect Traditional and Digital

• Key Takeaways

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Introductions:

Brett ColasantiManaging Partner @HilemanGroup

Common Concernsof a Traditional-Only Approach

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Common Concerns:

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1. The lifetime of your marketing program is limited:

2. Reaching your target market is not targeted enough:

Traditional marketing through billboards, television, radio or newspapers is limited, only available for the run time of your program. Once they end, so does your visibility. By combining your approach with digital mediums, such as social media or search engine optimization, the lifetime of your campaign extends drastically after your original marketing push has ended.

Traditional marketing alone can reach the masses, but what if you only want to reach the CIOs of Fortune 5000 companies that are within the SaaS market? When blended with digital, you are able to hone in your marketing efforts to reach the exact people you want to speak to. This also allows you to spend less budget in your broader marketing or umbrella campaigns.

Common Concerns:

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3. Interrupting your audience versus educating your audience:

4. Timeliness of your messaging is very limited:

Traditional marketing tactics were created in a time when the sales and marketing teams owned the information and the selling process to the audience. Due to this, it was common for many traditional tactics to interrupt their target audience to engage in their brand. Recently, this has shifted and the information is owned by the buyer across the internet; the process has switched to a buying process rather than a selling process. In order to be competitive and successful in this new marketplace, you must provide information for your audience to become educated buyers and help them navigate complicated buying processes.

Traditional marketing tactics do not allow you to respond quickly to change. It often takes weeks to months to produce or run a new television or radio spot. Digital tactics help you respond quicker within hours or days.

Common Concerns:

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5. Engagement in your marketing programs:

6. Accurate and impactful tracking is next to impossible:

Traditional marketing tactics are a one-way communication. They do not allow your audience to engage in your brand or share their experiences. Digital marketing tactics, like social media and user-generated content, allow your audience to not only engage in your marketing, but become a part of it themselves.

Many traditional marketing tactics are measured broadly, based on an increase in overall sales during that month or quarter. This approach often does not show which individual tactics in your marketing mix were actually successful or unsuccessful. Digital marketing allows you to track the ROI down to individual ads and placements to allow for the greatest level of marketing program optimizations.

Common Concerns:

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7. Money, Money, Money:

Let’s face it. Developing and placing a billboard is far more expensive then that of a paid search marketing campaign. More so, which one is more likely to get in front of those who are interested in what you are selling? Digital marketing often allows you to get more targeted leads and a lower cost-per-acquisition than traditional marketing tactics. This is why it is important to define and measure all tactics within your marketing mix.

Why You Should Marry Digital and Traditional Marketing

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Why You Should Marry the TwoBrand Awareness vs. Lead Generation

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There have been many studies that show the successes of digital marketing and how it helps drive more leads at lower costs. A study done by State of Inbound found that digital inbound leads cost at least 67% less than that of traditional marketing.

However, what if your company has no brand awareness or affinity in an already crowded and noisy marketing place online? How do you get your audience to click on or engage in your advertising? You use traditional advertising best practices to promote and create buzz.

Source: State of Inbound, 2015 Annual Report

Why You Should Marry the TwoMarketing Tactic Breakdown:

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Source: Marketo, Content Marketing Report

Tactic Transition

Tactic Transition

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Commercials YouTube

Allows you to have a free video presence that can be found through any search engine.

Tactic Transition

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Billboards Banner ads

Utilize the creative and strategy from your billboard campaigns and size them down for banner ads across the web. This will help resonate with your audience as they recognize

the same message, branding and creative in multiple mediums.

Tactic Transition

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Magazine ad Sponsored social post

Magazine ads, similar to social posts, are more niche targeted. Both have the ability to target a very specific audience. A sponsored post can help gain reach with your print ads.

Tactic Transition

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Yellow pages Search

Yellow pages is very similar to today’s search, and now, with 64% of Americans having smartphones, you should make sure you are investing in search. This also helps catch

two separate audiences as well as there is still a large audience who use yellow pages – 80 million still visit yp.com and 20 million businesses are still listed on it.

Tactic Transition

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Newspaper inserts

Email

Newspaper inserts are a great way to reach an audience on product sales and discounts. Using email is a great way to expand your audience in a digital way, communicating the

same sales and discounts to a list of subscribers. Using email will allow you to track those engagements and purchases online, similar to coupon codes that are found

within your newspaper inserts.

Tactic Transition

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Flyers SMS

The key messages in flyers handed out or placed throughout your store can be reused to expand your reach using SMS messaging. SMS is a great way to reach your local audience similar to a flyer. There are great tools that allow you to send messages based on GEO location, period of

time in a day, or reoccurring over time.

Case Study Examples

Use Case: Large Business Pulls Pro-Sport Sponsorship

Goal: Understanding the cost and need of a tactic

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1. Situation: The cost for the consumer can significantly increase due to massive advertising and sponsorship expenses.

2. Problem: In this current environment and historical transformation, the company is focused on providing high-quality service to customers. When looking at the relationship, cost, operations vs brand awareness and ROI, the sponsorship was no longer good for the business or the customers.

3. Solution: Instead of brand recognition, the company wanted to invest in tactics that allowed them to better analyze and measure success.

Use Case: Live Event TractionGoal: Understand the engagement happening with their brand at a live event.

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1. Situation: Hosting, sponsoring, or attending a live event with a series of breakout sessions and keynote speakers. The client wanted to understand how they could spark conversation about the breakouts and keynotes, as well as draw up a buzz about their brand around the event.

2. Problem: There was no way to understand the conversations happening, nor track what people were talking about throughout the event.

3. Solution: Pre-event communications and signs around the event all communicated a hashtag to use throughout the event. As the event continued, there was a great buzz surrounding the hashtag and the company was able to reference these conversations and shares after the event to view public opinion and help track engagement during the event.

Use Case: Off-Line Multi-Tactic CampaignGoal: Drive requests for a second opinion

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1. Situation: Using many offline tactics to drive branding and second opinion appointments. These tactics ranged

from billboards and radio ads to TV commercials and print ads. The call-to-action was to schedule a second

opinion appointment by visiting a landing page and calling the number advertised.

2. Problem: There was above average traffic to the landing page,

but very little phone calls for second opinions. The

campaign lost track of the customer after leaving the landing

page with no way of knowing who they are or why they left.

3. Solution: Created a secondary call-to-action to learn more by

downloading educational material to gain some information about the visitors if they were not ready to call for a

second opinion. This allowed the visitor to gain more information and receive a series of follow-up emails,

educating them about why they should receive a second opinion. It also allowed the client to gain a better

understanding on the ROI of each market and tactic being used.

How to Connect Traditional and Digital


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• Analytics: Use vanity URLs for traditional ads that reference a website

• Analytics: Implement call tracking to monitor success of phone calls

HilemanGroup.com/success


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• Analytics: Measure social media engagement while attending live events

• Reengage: Implement remarketing to build awareness with engaged

prospects through traditional and digital channels


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• Personalize: Use marketing automation, dynamic ads and other digital tools

to create custom messaging

• Strategy: Integrate and enhance traditional and digital efforts for a multi-

channel approach

*http://blog.marketo.com/2014/06/the-future-of-digital-marketing-is-already-here.html

Key Takeaways

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Key Takeaways:1. Understand the goals you want to hit before deciding what

tactics you will utilize. Based on your goals, you can define which tactics will help you most efficiently capture them.

2. Traditional is NOT dead, but a great complement to digital tactics.

3. Traditional is a great strategy for branding and general blanketing campaigns to get your brand and message out to prospects. Digital tactics are great for quicker go-to-market needs, smaller budgets and more niche targeting. They also are great for targeted low-cost lead generation.

4. Plan ahead when building traditional campaigns so you know how you will track the campaign and how you will measure the ROI.

Questions?