When Online Goes Offline
Marketers tend to approach online and offline marketing as two separate challenges that require different sets of solutions. It often is assumed that in the world of online marketing, online data is the only data that matters. Similarly, when executing direct mail programs, companies believe that the only relevant information is offline knowledge. Correct approach, right? Wrong. Very wrong.
With regard to online marketing campaigns, marketing firms have traditionally struggled to extract and leverage information from their Web analytics packages. Recently, however, this knowledge has become easier to grasp and process as some firms have homed in on how best to understand information, from clickstream data to keyword searches. Despite this progress, problems still exist, as online marketing teams devote their labor to focusing on online measurement to enhance online returns. Online marketing is successfully leveraging information online, but a world of opportunity exists if online marketing teams can learn how to leverage their data offline.
Why Leverage Online Knowledge Offline? How Do We Do It?
The necessity of integrating online and offline data depends entirely on your business situation and objectives. For example, this concern should not be something that keeps Amazon.com awake at night. But the importance of integrating data cannot be overemphasized when it comes to more traditional, customer-oriented firms that perform classical CRM activities, including acquisition, upsell, retention and reacquisition. For firms in industries such as telecom, financial services, hospitality, retail and consumer packaged goods, the combination of a robust Web presence and a forward-looking customer knowledge strategy must include the integration of online and offline data. Put simply, if your firm is like most firms today, your “standard” data is getting stale, and it’s time to up the ante. New data will foster fresh ideas, spurred by new information that can be gleaned from your customers. This is the kick-start your direct mail programs needs.