Why a Seamless Transition from Offline to Online Marketing Is Important

January 3, 2018 | Jason Kay

There is an unfortunate lack of connectivity in many companies between their offline and online marketing efforts. Some marketers, either by lack of budget or options to connect, fail to link their offline and online marketing efforts together. In some cases marketers treat the two as separate tactics, while worst-case scenarios see other marketers using only one or the other. The reality is that consumers are relying on both when connecting with brands. In fact, according to Science Daily, more than 80% of online ads have an effect on offline sales. As such, it’s important to provide your consumers with a seamless transition between the two worlds.

Online Marketing Generates Offline Conversions

As the Science Daily data suggests, consumers interacting with online ads are contributing immensely to offline conversions. It is important to realize that offline conversions still afford consumers the chance to inspect and examine merchandise before making a purchase. This doesn’t discount the role of online marketing though.

Mobile devices account for more than half of online searches, and nearly 53% of online shoppers prefer to use smartphones when searching for products/services. Beyond that, 69% of consumers still trust local publications and 54% are more likely to purchase products advertised by traditional means. When online marketing is connected seamlessly to offline marketing, it leads to increased conversions offline.

Offline Conversions Shape Online Marketing

When consumers cross the divide from online to offline and convert, they bring with a treasure trove of data. If your offline and online marketing efforts are seamlessly connected, you get first-party data that is invaluable in shaping your marketing efforts online following offline conversions. You’ll gain insight into purchase history, demographic information, call history, and even the channel, campaign or source. If your marketing efforts are disjointed, you’ll miss out entirely on this information (at worst) or have to rely on third-party data to shape your marketing (at best).

Delivers Consistency to Consumers

When you achieve a seamless transition across offline and online marketing channels, you present your brand and messaging to consumers with consistency. Ideally, all of your marketing messaging and brand presentation should look and feel the same, from billboards, direct mailers, and radio ads to social media marketing, search ads, and mobile app engagement. When the consumer picks up the phone to call your company, they should be able to receive the same messaging from the sales or customer service rep.  With a consistent message across these platforms, you’ll not only enjoy greater success in marketing as a whole, but you’ll encourage cross-platform participation among consumers because it is easier to do.

How Can You Achieve Seamless Transitions?

There are lots of ways to offer consumers a seamless transition from offline to online and vice versa. Determine what is and isn’t working in your current marketing arsenal by testing which channels, campaigns or sources are driving traffic to you.

When phone calls are a big part of your business, start using trackable numbers. Suppose a consumer is inspired to call your business based upon an online ad, but that number isn’t tracked, then they’re likely to get the runaround in trying to find the deal they saw. Worse, they’ll feel like their time isn’t valued by your brand. With the simple inclusion of trackable phone numbers though, the transition becomes seamless as the caller is directed right to the department handling that promotion.

Curious to learn more about creating a seamless transition from offline to online for your customers?  Get in touch today.

The Importance of A/B Testing and Analytics for Marketers

December 7, 2017 | Jason Kay

There’s a centuries old philosophical question that asks “if a tree falls in the woods and no one is around to hear it, does it make a sound?” We’re not here to discuss physics or quantum theories, but this does serve as an appropriate opening to discuss analytics in digital marketing. If digital marketers deploy ad campaigns without analytics, how will they know what worked and didn’t work? Modern, digital consumers leave a trail of digital breadcrumbs for marketers to follow and analyze along the path to purchase.

However, Forbes cites its own Insights Report, as well as work from ITSMA and Vision Edge Marketing, showing two startling statistics. First, only 22% of marketers have successful, data-driven initiatives delivering viable results. Second, 74% of marketers can’t even measure or report on the impact of their campaigns to the business’s bottom line.

As a digital marketer, if you’re going to make data-driven decisions you need analytics to deliver those data points. A/B testing will help you determine which channels are operating at peak efficiency.

30 Seconds for A/B Testing

Also known as split-testing, A/B testing is a method of experimentation involving your marketing campaigns. You develop two different types of campaigns or variations (Ad A, Ad B). Run those ads to see which one generates more interactions and conversions with your target consumers. The overarching goal is to determine which ad type/content language/marketing vertical is performing the best in your campaign. This alone gives you a strong starting point to make data-driven marketing decisions. Right away you have data to prove A is better than B, or vice versa. Unfortunately, only 44% of companies use any form of A/B testing software to test varying ad types or marketing channels.

Benefits of A/B Testing

A/B testing generates data that is used to make informed, data-driven decisions when proceeding with marketing campaigns. Here’s a list of just three benefits (there are more) to using A/B testing in digital marketing:

  • Improve Content Engagement: Compare two versions of an ad, article, or landing page, you have the ability to see which one generates more engagement. Getting data on consumer preferences, enabling you to take A/B testing results and deliver a higher quality in the final version.
  • Increased Conversion Rates: A/B testing offers two forms for consumers to view. The one that generates more conversions is the one you’ll eventually enhance further in other campaigns. Correct adjustments based upon initial A/B testing can help boost conversion rates up to 300%
  • Bigger Conversion Values: Today A/B testing can be used on low-end products/services to refine lead pages or ad funnels. Tomorrow, that refined format can be A/B tested again for high-end products to increase conversions. This means even greater revenue increases.

A/B Testing is Great, and It’s Important For Phone Calls Too

If A/B testing is the engine in your digital marketing vehicle, analytics is the supercomputer in the dashboard. A/B testing will get you the data you need, but it’s up to you to implement it properly to improve marketing efforts. You can use those analytics to determine which of your marketing channels are working, and which ones are failing. This is arguably the primary benefit of data-driven marketing. Analytics improve your vision as a marketer and better understand the target consumers you’re hoping to reach. Analytics deliver the data you need to see across marketing channels and track consumers as they weave through desktop searches, mobile app interaction, and social media engagement.

A critical piece in the bridge between online and offline is phone calls. Analytics track a phone call back to the specific ad, campaign, or social media interaction that initiated the phone call. When those calls generate revenue for the business, you’ll know which campaigns are delivering the best ROI for your marketing spend. Retreaver understands the importance of A/B testing and the value of analytics. We make tracking and attribution of calls easier, so you can make more data-driven decisions.

Want to know which campaigns or channels drove your company revenue?  Sign up for free today, and find out!

3 Things Missing in Your Digital Marketing Campaign HINT: Call Tracking

October 11, 2017 | Jason Kay

Why call tracking? Your digital marketing campaign is smart and responsive. You’ve geared it for your mobile users, because you know 60 percent of your customers are accessing your site. Your customers can call you from your site with a tap of their finger, and you’ve made conversion as easy and appealing as possible. But you’re still missing something in your digital marketing campaign. 

Does your customer offline experience match the online experience that you’ve honed so well? Do you know which channels and ads your customers are responding to the best?

With call tracking, the answer to these questions is yes. Adding call tracking to your digital marketing strategy lifts your marketing campaigns to a new level. Take a look at three reasons why:

 

1. Call Tracking Enables A/B Testing In Campaigns

A/B testing lets you know which elements of your ads and marketing are connecting with customers. It tells you how to adjust your ads for better performance. Call tracking is a primary tool in providing the data you need to make these adjustments.

Use call tracking to make constant modifications in your content and layout. As you run one marketing page connected to a unique phone number, you can make a small change — change the color of the click-to-call button, or add an emotional photo to the copy, for instance — and connect that to another unique phone number.

Each change helps you hone and optimize your marketing efforts. You know exactly what’s working, and you have the data to back it up. No more stumbling in the dark and guessing how to connect to your customers. With call tracking, you have the answers you need.

 

2. Call Tracking Enhances Customer Experience

Every time your customer is put on hold or transferred to another agent or department, you take a 20 percent risk that the customer will hang up. Not only do you lose that particular conversion, but you also run the risks of losing that customer forever and even having them spread poor word-of-mouth about their experience with your organization.

Call tracking helps put an end to the frustration and annoyance your customers can feel when their calls are endlessly re-routed, and they have to repeat their information over and over.

With call tracking, you can route calls to the correct department instantly based on the geographic information provided by caller ID. You can send repeat customers to agents they’ve dealt with before, or you can tie their calls with the data you already have about customers from your online contacts with them. Customer experience is enhanced because you do away with hold time, re-routing, and endless menus, and customer satisfaction goes up.

 

3. Call Tracking Provides Data on Ad Performance

Get the granular data you need to understand how your ads are performing with call tracking. By tracking keywords, you can know which ads, which keywords, and which of your overall campaigns are converting. You’ll know which ads and keywords generated calls, and you can match conversions to ads to understand what your customers are responding to.

Integrating your ads with tools like Google AdWords paired with call tracking lets you follow each unique visitor’s interaction with your site, gathering the level of data you need. Now you have the data you need to pull underperforming ads and put your marketing budget to better use.

Find out more about how call tracking can benefit your marketing campaigns today, visit try.retreaver.com.