A blog promotion coordinated with an offline ad campaign can produce an extremely effective, traffic producing advertising campaign. As a consumer who has often made purchases via an offline ad that pointed me to a website, I hate to see that I am predictable, but,  I am one of the 2/3 of internet users who seeks out a website based on an offline ad and one of the 39% who follow through with a purchase.

“More than two-thirds of the online search population is driven to search by offline channels, according to a study released today from Jupiter Research and iProspect, a search-marketing firm that is part of Isobar. This shouldn’t, perhaps, be that surprising given that people don’t spend their lives in a single-channel isolation, but it does illustrate the need for agencies and marketers to continue aligning their on- and offline efforts.

What’s more surprising about the study is that those who’ve initially been influenced by an offline channel tend to have a higher propensity to buy: 39% of them ultimately make a purchase. The offline search drivers most likely to result in a sale are magazines and word of mouth.”

It only makes sense to “herd” your buyers to your site via the mediums that they use daily. But be prepared to be successful. This has proven to be an effective content promotion strategy that will produce a stampede, something which you absolutely do not want to happen without thorough preparation, including a clean, optimized landing page, plenty of relevant content and an unambiguous route to get to the material that your offline ad promised.

“… it’s important for marketers to maintain a consistency in keywords, messaging, and look and feel of the online and offline parts of a campaign.

“If you roll out a new car, you want a site that’s well-optimized organically and has a paid search supporting campaign with same color scheme, same taglines, same spokespeople,” he said.”
(Source)

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Tags: advertising_campaign, ad_campaign, Blog Promotion, channel_isolation, content-promotion-strategies, offline_efforts, promotion_strategy, relevant_content, search_drivers, single_channel, word_of_mouth

This entry was posted on Wednesday, August 22nd, 2007 at 2:39 pm and is filed under Blog Promotion, Content Promotion Strategies. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.