Are you potentially missing out by not using knowledge of your
online/website visitors to improve your offline marketing success?
(Offline could mean printed media, trade fairs, radio, in-store etc.)
These days websites are not just the source of letting people know what their nature is or what are they about. Their mission has changed in the sense what they do, in short websites are not just for informational purpose these days. Today they are action oriented, they want people to visit themselves and let people do some conversions on them. For example, an alumni visiting eller college website and may be interested in donating or help in internships or jobs.
1. There are ways to measure the success of offline marketing campaigns using website analytics! For example, create a landing page with a memorable URL, like yoursite.com/specialoffer or yoursite.com/radio, and direct campaign ads there. Tracking visitors and their “journey” from the landing page through your site will help quantify the success of your campaign.
2. A new landing page for each type of offline activity will also help you to track numbers and conversion rates for visitors attracted via each type of advertisement or offline activity.
As Dr. Ram gave an example in class about Ataccama that how they got to know about her when she decided to use their data profiler tool for the last year's class or take a example where a bicycle store owner may find one of his most popular articles involves basic maintenance tasks, like changing a tire or lubricating the chain. In this case, a basic bike maintenance clinic might help draw website customers into the store.
Most analytics track where people come from and where they go when they leave your online store. Again, this information could uncover a need your store can fill. In the bicycle store example above, you may find people are leaving to visit bicycle trail maps – perhaps organizing a group ride would help draw people to your store and help them find the best local cycling routes.
These days websites are not just the source of letting people know what their nature is or what are they about. Their mission has changed in the sense what they do, in short websites are not just for informational purpose these days. Today they are action oriented, they want people to visit themselves and let people do some conversions on them. For example, an alumni visiting eller college website and may be interested in donating or help in internships or jobs.
1. There are ways to measure the success of offline marketing campaigns using website analytics! For example, create a landing page with a memorable URL, like yoursite.com/specialoffer or yoursite.com/radio, and direct campaign ads there. Tracking visitors and their “journey” from the landing page through your site will help quantify the success of your campaign.
2. A new landing page for each type of offline activity will also help you to track numbers and conversion rates for visitors attracted via each type of advertisement or offline activity.
Using online analytics to influence offline marketing
Have you ever considered using all that information you can access about your online customers to help shape up your offline marketing efforts?As Dr. Ram gave an example in class about Ataccama that how they got to know about her when she decided to use their data profiler tool for the last year's class or take a example where a bicycle store owner may find one of his most popular articles involves basic maintenance tasks, like changing a tire or lubricating the chain. In this case, a basic bike maintenance clinic might help draw website customers into the store.
Most analytics track where people come from and where they go when they leave your online store. Again, this information could uncover a need your store can fill. In the bicycle store example above, you may find people are leaving to visit bicycle trail maps – perhaps organizing a group ride would help draw people to your store and help them find the best local cycling routes.
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