For many businesses, a great number of conversions happen in the real world, not online. Use what you learn online through your marketing and post-Web analytics strategy to inform offline campaigns.
What works well in e-mail might also work with direct mail. Successful online video spots can be expanded into television ads. Do you get a lot of clicks on a particular banner ad? That eye-catching ad might make a good billboard or print advertisement.
Search is one of the most measureable marketing channels available, giving you invaluable insight into your customers’ wants and needs. However, the sheer amount of data you can capture from search campaigns can sometimes be a pitfall for marketers who are overwhelmed by information overload. This is where goal-setting is so vital to the success of search analytics.
Paid search is perhaps the best online source to shape offline campaigns because it can help uncover the keywords and benefits that resonate most strongly with your target audiences. But it doesn’t stop there. By keeping an eye on the origin of your clicks, you can even discover new audiences and sources for leads. Your ads might be getting clicks from a corner of the Web you never considered a part of your target audience.
By exploring these sources you can then dig deeper and find the portals where that particular audience spends their time on the Web, even offline, thereby opening new channels of exposure for your brand.
One of the biggest advantages of today’s online tools is the power to integrate multiple layers of data. By taking advantage of these systems you will find not only the channels that offer the best return on investment for your business, but entirely new areas of expansion and profit.
What works well in e-mail might also work with direct mail. Successful online video spots can be expanded into television ads. Do you get a lot of clicks on a particular banner ad? That eye-catching ad might make a good billboard or print advertisement.
Search is one of the most measureable marketing channels available, giving you invaluable insight into your customers’ wants and needs. However, the sheer amount of data you can capture from search campaigns can sometimes be a pitfall for marketers who are overwhelmed by information overload. This is where goal-setting is so vital to the success of search analytics.
Paid search is perhaps the best online source to shape offline campaigns because it can help uncover the keywords and benefits that resonate most strongly with your target audiences. But it doesn’t stop there. By keeping an eye on the origin of your clicks, you can even discover new audiences and sources for leads. Your ads might be getting clicks from a corner of the Web you never considered a part of your target audience.
By exploring these sources you can then dig deeper and find the portals where that particular audience spends their time on the Web, even offline, thereby opening new channels of exposure for your brand.
One of the biggest advantages of today’s online tools is the power to integrate multiple layers of data. By taking advantage of these systems you will find not only the channels that offer the best return on investment for your business, but entirely new areas of expansion and profit.
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