Mixing It Up Using Integrated Media to Acquire New Customers (
Online, offline, at home, at work—smart marketers reach their audiences where buying decisions are made.
Today's audiences are constantly on the move. They demand more and have greater access to information. Because of this, marketers must work harder to find cost-effective solutions to acquire new customers.
A marketer's biggest challenge is not only penetrating fragmented markets, but also determining which media, or which mix of media, is most effective in acquiring new customers. Business decision-makers increasingly now work outside of the office—on the road, at home—and even make business purchases while recreationally surfing and shopping on the Web. Consumers often gather information and comparison shop online, interact with online ads and resources, request relevant information via opt-in e-mail, respond to traditional telephone and direct mail solicitations, and also make purchases at retail locations.
So how are savvy media and marketing professionals reaching their best prospects and customers, stopping them in their tracks long enough to drive the message home, and measuring results? They're doing it by integrating online and offline media—taking advantage of today's most advanced technology, and marrying it with tried-and-true direct marketing know-how.
Solo and cooperative postal direct mail and direct response print ads have long been the workhorses of successful lead generation and customer acquisition campaigns, and are especially well-suited for subscription, registration and membership programs. Traditional media also has been instrumental in generating Web traffic, helping catalogers and direct mail companies that have added e-commerce sites to their businesses create online transactions.
Mixing Your Media
Similar to offline forms of direct marketing, online media such as opt-in e-mail, Web advertising and key word search programs speak to the same audiences, only with precision. Both banners and e-mail are now transactional, allowing users to actually input information into an ad without leaving the site. These media are cost-effective because they allow marketers to select the audiences most likely to respond, and then provide the response mechanism to produce the desired result.