NONE: Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
William Greene (William.Greene_at_Grizzard.com)
Thu, 10 Sep 1998 05:49:12 -0500 (CDT)
"Bob Serling" <bserling_at_cts.com> wrote:
>
> What a handful of savvy marketers (from entrepreneurs to
> Fortune 500 corps) seem to be keeping secret is how
> effective it is to use traditional, highly targeted media
> and lists to drive substantial numbers of qualified
> prospects to their web sites.
I'm assuming that by "lists", you mean "mailing lists" - and
the only reason the use of mailing lists is a "secret" is
because there's still far too much emphasis on "traditional"
advertising and not enough recognition of the high ROI from
Direct Marketing. This is something I've been talking about
here for a long time now.
> Finally, I find it surprising that offline-to-online tactics
> haven't received more attention. While Web marketers like to
> consider themselves innovators, it's interesting to observe
> how quickly they've fallen into predictable ruts.
Very "traditional" ruts, at that. Even offline advertisers
are using "branding" media to simply display their URLs. At
Grizzard, we utilize a method we call "Direct-to-Web", which
integrates our highly-successful direct mail techniques to
drive very targeted prospects to clients' websites. Through
integration of offline and online techniques, including
multiple repsonse mechanisms such as reply cards, email
addresses, web forms etc., and continued followup via both
email and snail mail, cost is reduced, ROI is increased, and
everybody is happy - the clients, the customers, and *us*.
:-)
Don't do all of your online marketing online. Integration is
the key to successful Internet campaigning.
--------------------------------------------------------
William Greene
Moderator, Direct Marketing Online discussion list
http://www.directmarketing-online.com/
Director of Internet Marketing,
Grizzard Communications Group - A Top 10 DM Agency
http://www.grizzard.com/
404-635-5784 / 800-241-9351Ý/ mailto:William.Greene_at_Grizzard.com
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