The Power of Two

JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com

Wrigley’s Doublemint gum print ads were first introduced in the early 20th century, introducing its now-famed Doublemint Twins campaign. Television commercials for the product began airing in the 1950s, and are considered by many in the marketing world to be among the most successful advertising campaigns in the U.S. Featuring various sets of twins, the ads’ exuberance has helped demonstrate the potential of two, setting an example for powerhouse campaigns that combine offline (such as television and print) and digital initiatives.

Research by Infosys, a consulting firm that creates and executes strategies for companies’ digital information, has found that 40 percent of people shopping online will make their purchases after being influenced by offline marketing, including print ads. The 2013 study notes that “as companies shift their energy and resources to digital marketing, [they] should not lose sight of how offline tactics affect online conversations.”

Complementing campaigns

Employing both online and offline marketing doesn’t necessarily mean creating entirely separate pushes. A more collaborative campaign in which online and offline marketing channels support and complement each other can have a larger impact than either of them alone, as the strengths of each are optimized.

Strategy Consulting Ltd. — a U.K.-based firm that focuses on marketing strategy and implementation, as well as corporate and business planning — urges integration between online and offline marketing.

“The rise of online marketing doesn’t mean traditional marketing methods are dead in the water. It just means … businesses have a new and expanding way to reach customers.”

When developing metrics for a marketing campaign, companies must consider:
• Brand awareness
• Lead generation
• Customer acquisition
• Thought leadership
• Engagement
• Customer retention and loyalty
• Website traffic
• Lead management and nurturing
• Sales
• Repeat clients and/or website visitors

Online ads allow for widespread viewing that is nearly instantaneous. However, as the internet is inundated with sometimes fake banner ads and pop-ups, there exists a rampant fear of spam and viruses among website visitors. Such ads pose the risk of ad blocker software obstructing legitimate advertisements, as well. Print advertising does not pose this problem; instead it brings more legitimacy and credibility to a campaign, and extends it into corresponding online marketing. Print offers permanence that solidifies the company’s message and brand, as well, which can also encompass matching online marketing.

In addition, print media has the ability to draw attention to online sites (including social media), and vice versa, strengthening and making more effective the entire campaign. Combining print and digital marketing can also assist with the sometimes short-lived nature of online ads.

“Online ads can be fleeting,” said Daniel Burstein, director of editorial content for MarketingSherpa, a research firm powered by MECLABS Institute in Florida. “See something you like and accidentally leave the page? When you click back, that ad will likely be gone. So print becomes a great way to convey information that your potential customers can refer back to.”

The metrics

Infosys’ 2013 study also looked at how best to measure online and offline metrics, and why this is so important for a joint campaign. Online marketers typically use metrics such as click-through rates and page views. But when developing a more comprehensive campaign that includes print advertising, those types of metrics are futile. Now, marketers are moving toward a metrics hybrid that can cover both.

Measuring the effectiveness of offline print campaigns means looking at ROI, leads, economic value and gauging customer loyalty. For online metrics, click-through rates and web views must be considered, in addition to conversions, downloads and new/recurring website visits. Effective approaches include creating an online landing page that is unique to an offline campaign. This allows marketers to more easily track both online and offline traffic. Bringing together these metrics paints for marketers a complete picture of a campaign with comprehensive information that then drives future success.

It’s no longer necessary to choose between online and offline campaigns. Instead, harness the power of two with a combined print and digital plan.