Why offline matters to online (and vice versa)

online offline marketerMore than 40 percent of small businesses in the U.S. have no online presence whatsoever. This stat baffles me. Do they think consumers still pick up the yellow pages when we need to find a service or product? But the opposite happens often, too. I know plenty of web-based companies that believe there’s no such thing as the physical world. To me, it’s a matter of building better bridges.

Let Them Eat URLs
If you’re handing someone a printed surface of any kind and there’s no website address attached to it, what are you thinking? Your coffee shop napkins could be pointing me toward your new loyalty points program. Your incredible book about business secrets had better be pointing me toward websites at every turn (Jeffrey Gitomer’s sales books are loaded with links to sites where he continues his efforts). Put URLs on everything you offer, and use them as ways to engage your customers or potential customers, such as sign-ups for e-mail newsletters or other offers to extend their experience.

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Follow these ten steps to measure the effectiveness of your online media spend

online measurementonline measurementI am amazed at how companies spend millions of dollars on online advertising but none to actually measure if it was successful or not. I have come across several companies in past few years so thought I will share my 10 step process to measuring the success and ultimately improving the ROI.

Below are two eye-opener real life examples that will show why I thought this was a subject that I should blog about:

  • A customer spent 8 million on a huge online campaign but had not clue weather they were getting their money’s worth or not. All they got was banner impressions and initial click through rate (CTR ) from their agency. This initial CTR was in line with what their agency had expected so they were contended with the results. As far as measuring beyond the initial CTR they had no idea. Their answer was that we do not sell anything so we can not see if this is generating money or not, all we need to do it generate brand awareness. Well were they generating brand awareness? In few minutes we were able to see that that they had 90% bounce rate (yes they had WA tool implemented but were not looking at it, yah I know what you are thinking). That is 90% of the money down the drain. It is true that everybody who gets to the site has been exposed to the brand but is that enough? 90% bounce rate was pretty substantial considering that initial click through was close to 1%. I don’t think they were able to generate brand awareness.
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