Marriage and Advertising!?

One thing I’ve been obsessed with since I started marketing online is analytics… DATA.

This is the key reason that digital marketing is completely dominating the advertising space and continues to grow year after year.

Online advertising offers DATA that you can’t get with offline advertising.

Data allows you to make intelligent decisions about whether or not you should continue running the same ads or if you should modify the ad copy, ad image, demographic, placement of the ad etc…

How difficult is it to continue cutting that check for a newspaper advertisement when you have no clue:

• How many people read your ad?
• What the age demographic was who read your ad?
• Is it men or women who are resonating most with your ad?
• What kind of mobile device do they use? and most important….
• DID THEY BUY FROM YOU?!?! *Scratch head*

It’s pretty much impossible to get that data with most offline advertising.

Now, I’m not saying all offline advertising is bad. In fact, I argue to the opposite side of that. I think offline advertising TODAY is more effective than it’s been in the past 5-10 years… IF it’s done the correct way...

I’m just stating that you don’t get the data that you get with online advertising.

That said, if you ARE going to do advertising offline, you’ll get the best results by marrying your offline and online marketing together in lovely harmony. Think of them as husband and wife…. they should work together to get the best result.

How do you do that?

Simple…

Every offline advertisement needs to have one of two call to actions.

1. CALL – This needs to be a call tracking number. This is one of the few ways you CAN at least track the results you are getting from a particular advertisement. Basically, you set up a phone number (really cheap) and that phone number simply forwards to your actual number. When someone calls it, it gets recorded and you know know that this particular phone call came from that particular advertisement.

Here’s a video my partner Chris made about call tracking for some of our students. (these are people who pay us to help them get more clients for their business.)

2. Direct To Website URL – You should include a simple, easy to remember domain in your advertisements so people can type them in to see your offer.

The cool thing about the second call to action… when a user visits your website, you can drop a cookie (not the kind you eat) on their internet browser. This allows you to follow them around the internet with advertisements.

You’ve probably heard of "re-targeting" or "re-marketing by now!"

If you didn’t know the term for it I know you’ll certainly understand the concept.

You go on a website to look at your favorite pair of shoes or the latest tech gadget! Maybe you weren’t convinced you actually needed it or maybe you get busy and for whatever reason you don’t buy it.

Then, you are STALKED around the internet with advertisements for that particular item you were looking at.

You fire up Facebook… BOOM…. there’s the ad.

You’re swiping through your news feed on your Instagram stories… BOOM… there’s the ad.

You go read an article on your favorite news site…. BOOM… there’s the ad again!

I'm confident you’ve experienced this...

It’s a brilliant marketing play and it’s great way to marry your offline advertisements with online advertisements.

If you’d like to chat about how you can create a marriage between your offline and online advertising, we’d love to have a chat.

Click here to read about how we can help you create a marketing strategy for FREE.

Thank you for reading this today and I hope it gets your brain turning on how you can improve your advertising.

Make today great,

-Tim Branyan

CEO – Prime Media LLC.

PS: If you have any questions or thoughts, feel free to drop them below and I'll be sure to respond as soon as I can.