There is a big difference between what is "hot" in the marketing and what is really "works".
For example, "everyone" knows that mobile marketing is now super hot, but how many companies actually drive ROI through this channel, at least in comparison to the publicity surrounding the channel?
Interestingly, while experts with a loud voice, mobile phone or native or the Internet of Things to proclaim as the next big thing, many Internet companies are turning quietly to an old standard results - Offline Marketing.
For years, online marketers have very explained by merging online and offline marketing strategies for dead scoffed offline marketing (myself included) are now the profit and volume.
TV: Not Dead Yet!
Let's start with the marketing of 800-pound gorilla offline: TV. In a column a few years ago in the Super Bowl advertising that subtly criticizes television advertisers, and said: 'The complex marketing agency announces an industrial company is a machine that complacency convinced somehow large businesses pay mass for minimal results, let alone quantify. "
While still agree that most TV commercials "brand" fits that description, online companies that adopt an approach DRTV found ways to generate ROI.
Dollar Shave Club, for example, YouTube changed expenditure on television, as reported by Ad Age as conversions on television are cheaper. Drop-Shipping giant Wayfair.com spend 20 million + years on television, according to a report in Internet Retailer and "saw an increase in web traffic unprecedented" during their campaigns.
And when you see iSpot.tv - a website that indexes TV spots - you have started hundreds of online businesses, the TV spots (and most of these items are clearly focused response) to find.
Online shops for electronic commerce?
One of the attractions of e-commerce is that you do not need one filled with high rents, retail store employees, and a large amount of inventory, right? It turns out that the physical location of the old school - still resonate with consumers - even with high cost.
Warby Parker - Eyewear iconic online retailer - has found that the opening online stores actually shopping online, according to a report in Pando Daily.
We are also bringing in new customers, and most new customers come through the retail channel makes a second purchase online.
Warby Parker is not alone. Bonobos, a business ecommerce men, ten locations were opened; Julep Nail Polish online retailer has four salons in Seattle; JustFab.com and Birchbox also have offline locations.
Direct mail still works
Although direct mail (and e-mail in general) has since the dawn of the Internet, which is effectively used for online marketers, plummeted.
Google, for example, direct mail has to be used to acquire new advertisers; Netflix has several campaigns carried out to acquire new subscribers; and after Andy Ostroy of Belardi / Ostroy, many e-commerce sites, the printed catalogs are found positive ROI, including Amazon, eBay, Shutterfly, Zappos, Art.com, JustFab, Snapfish, a King Lane, Modcloth and Struck.
In other words, the calculation work. Especially if this channel is refined and integrated multi-channel equation sharp. Remember the 1-2 punch strategy: find, meet 'em by mail online orders.
Convergence monitoring online / offline
Traceability is one of the most delightful things about internet marketing. In contrast, the online tracking has always been murky at best.
In fact, in the 2000s, the former CEO of Google, Eric Schmidt, made fun of television advertising as "the last bastion of unjustified expenditure in Corporate America." Today, Schmidt probably admit that the landscape has improved offline monitoring.
Many technology companies offer solutions that are designed to measure the impact of online behavior - Award Convertro (acquired by AOL) and Adometry (acquired by Google) firms - which can measure the impact of TV and Radio online (and vice versa) in order to monitor the activity of linking shop shopping store online behavior.
The increasing investment in online advertising, then of Internet companies not because these channels become more efficient; but just easier to follow.
Do not buy a Super Bowl ad for now
To be clear, there are a variety of online advertising does not work for online businesses. The first advertisers on television, for example, still the giant brand advertisers to pay too much for "key demographics" with little regard for the real return.
The first online businesses never able, with these advertisers (still would) compete until the "irresponsibility" of the costs of the same brands that have motivated their business models on the floor.
Offline investments that work for online businesses, is still very patchy: Evening, inexpensive, television and radio direct response; highly targeted direct mail campaigns; and carefully orchestrated raids online retail concepts are preferred.
In other words, online brands are opportunities "arbitrage" prices continue on the scale. Probably 50-75% of what you pay for a traditional brand like this In a perverse twist of fate, as online marketing has developed (and the prices in force), smart online advertisers have jumped on the online marketing to exploit inefficiencies.
There is no doubt that spending always go offline to digital and new generations of the breed with a heavy diet of digital media will only accelerate this trend. Therefore, the focus in online marketing is still the right choice for savvy marketers.
The data suggest, however, that the strategy can be a straight line in the positive approach driving progressive rate online ROI.
Some opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The editors are listed here.