Do You Really Know if Your Offline Ads are Working?
Many companies invest in offline marketing mediums such as: TV, radio, print publications, trade shows, seminars, among others. This is great! As marketers, we firmly believe in marketing diversity.
However, there is one factor all of these mediums have in common – lack of transparency and data! Needless to say, this drives us bonkers! To put it bluntly, performance data from offline campaigns… suck!
Digital marketing has spoiled us because performance data is readily available and accessible. We rely heavily on performance data because it influences the way we manage campaigns ongoing.
So how do companies know if their offline investment is actually delivering results? Well, if they relied solely on the data provided by TV and radio stations, they would think their business quadrupled every time an ad aired!
Here is an example:
Company A invests in SEO, PPC, blogs, social media marketing, video advertising and newsletters. They also run TV ads on Monday’s, Wednesday’s and Friday’s. The TV station has access to Company A’s Google analytic data and reported a 13% increase in visitor traffic on Monday, a 15% bump in traffic on Wednesday, and an 18% increase in traffic on Friday. Hallelujah! TV ads alone, must be the reason for the increase in traffic, right? Nope.
The TV rep has no clue that Company A ran display ads, on Monday and Friday, disseminated an Email blast on Wednesday, and increased keyword coverage in the PPC campaign on Friday as well.
This means, if Customer A relied solely on the information obtained by the TV rep, he would be inclined to believe TV alone was responsible for the Website traffic increase.
We believe in what we can measure!
InterCon can provide what TV, radio, print etc. cannot… data! We can track offline performance online!! What does this mean? We are able to track phone call leads, online form leads, email leads, live chat leads, traffic sources and more!
Don’t be sold by faulty, data-less information. Call us at 440.514.3666 or complete our online form!
Imagine all of the money we can save you, while improving your lead generation efforts!
