eMarketing Association Blog

We've heard that we must learn to think "outside the box." While that may be true, I believe that e-marketers must learn to think "outside the screen." This means that then INTEGRATION of online and offline marketing is often where hidden treasure lies.

Even the most experienced e-marketer, working for an "old" online e-company, will  have about 14 years of experience. That's about how old the advertising on the Internet is. Beyond that, we all reach back to what we learned about offline marketing, trying to duplicate those methods and results online. By INTEGRATING what we know about both we create a powerful mix.

Every week my mailbox contains postcards that promote products and services on the web. From web hosting to business opportunities, companies large and small are reinforcing their sales message to me offline. Are you?  Everything from tv commercials featuring facebook pages instead of sites, and packages of Fritos with the facebook logo, remind me that the MIX of offline and online advertising is where successful marketers focus their efforts.

Here's a real eye opener. Keep a log for the next week of what you read, watch and listen to. You will find a massive amount of ONLINE ONLY businesses using TV, radio, direct mail, magazines and even classified ads to sell you on clicking to their website.

But we need to use the RIGHT KIND of offline marketing to support our online efforts. Here are three important factors to remember.

First, you are NOT selling a box of corn flakes. Our goals for advertising on the web are to get people to visit our site and to purchase a product or service based upon that visit. Or getting them to like our social networks so we can continue an ongoing dialog.

To the degree that offline marketing gets people to do that, even skywriting can be considered e-marketing. This is DIRECT marketing.

Secondly, we need to be up to date on offline and online techniques and cost factors. While we must understand click through rates we must also refresh our knowledge of cost per thousand rates and cost per impression importance, and the difference in both worlds, cyber and real. We must understand the ENVIRONMENT where our marketing efforts are received. Looking at a computer screen is different than, a phone screen or an iPad screen, reading a magazine, looking at mail, or watching television.

It is a different experience for our customers. Offline efforts need to be geared differently to maximize the synergy of a web business. Since the Internet gives retailers a place to inexpensively put product pictures, it can save substantial marketing dollars over catalogs. Of course, to do this you have to get people to your site and provide a positive shopping experience. This doesn't mean that direct mail is not important - just that a simpler, less costly brochure or catalog may pull just as well.

Thirdly, we need to remember that there are common denominators to effective marketing - online or off. Sell benefits, not features. Let the customer know you WANT their business. And when they arrive, make them feel like royalty. Ask them to come back and to refer their friends. Make sure they can contact you and give guarantees. Offline or online, these are the keys to successful marketing.

Fourth and lastly, remember that although the Internet is a world wide network, local promotion can be very effective. Think of it this way. If you put a site up and want to target just local customers, those will usually be the only people that you will see. There are bilions of sites on the web. Trust me. If you don't promote your site, it is like building a store in your basement - no one will come.

Everyone from insurance agencies to dentists can have an effective integrated and synergistic marketing program locally, nationally, or worldwide. The Internet is the most exciting marketing medium of all time. To ignore it or focus exclusively on it does not carry the benefits of integration and synergy that combination approaches do.

YOUR product, service , location and budget will determine what the best mix is for you. Have a plan, set metric goals, and focus on ROI. Resources like e-marketing consultants and trade associations can help you determine a strong
course. When you set your plan, don't forget that it is the MIX that makes you the money, brings in customers, and grows your business. Add well thought and well bought offline marketing to your online efforts and watch the results speak for themselves.

Author Robert Fleming knows both the offline and online marketing worlds like few others. Robert is the president of the E Marketing Association the premier arena for ideas, and a support venue for members and to encourage thinking "outside the monitor." The Association also offers certification for online marketers to help them reinforce their credibility