How the Avengers Taught Me to Measure Offline Investment Results
Posted: Tue Dec 03, 2024 6:35 am
In business, we often try to understand what impact online marketing activities have on the offline world : will that advertising campaign be able to intercept the user's interest, their behavior? If a potential customer of mine has read one of my articles, will I earn that positioning in their mind that will make them remember me at the time of need, of purchase, perhaps in-store? Understanding the real results of online marketing activities is not exactly a walk in the park!
You may also like: Why B2B Digital Marketing Projects Fail?
The Avengers movie made me realize that it is not just our online activities estonia whatsapp number data 5 million that influence our offline actions, but there are countless stimuli in the offline world that lead us to pick up our phones and Google whatever we need to know in that moment.
When Queen Elizabeth II died, it seems, we were all curious to know how old she was...
The importance of coordinating marketing activities, both digital and non-digital
The goal of marketing has always been to establish a relationship with the customer. With the advent of the Internet and new technologies, the scope of action for companies has expanded dramatically: no longer just flyers, fairs and door-to-door, but also websites, social media, webinars and so on.
A good marketing manager manages digital and offline activities in a holistic and coordinated way . It would be reductive (even short-sighted) to carry out individual activities in a disconnected way.
In my daily life I mainly manage digital marketing projects, supporting companies to interface with the online world, but for me and my team it is essential to also know what other actions are put into practice by our customers, so as to coordinate with them and, not trivially, to be able to better read the data we collect.
While we are carrying out an advertising campaign on social networks, or an editorial plan on the company blog, it may happen that our client is also using offline promotional levers, such as:
The message conveyed with these actions can have 2 objectives:
Brand awareness: pushing the brand to make it known, without expecting an immediate economic return, aware of contributing to its positioning in the mind of the consumer
Conversion: seeking contact with the potential customer, the message has a clear and defined Call-To-Action (CTA), inviting the user to immediately interact with the company
How to measure the impact of offline activities on online assets: a practical case
One of our Fintech clients has made a large investment to promote its financial solution for SMEs, both online and offline.
Among other activities, it decided to purchase television commercials during some sporting events that were widely followed by its target audience. The objective of the commercials was to raise awareness of the solution by directing users to its website.
How to check if your TV commercials are hitting the mark ?
1. Check branded keyword volume on Google Search Console
Branded keywords are keywords that include the name of a specific brand or company. These keywords are used by users in search engines to search for information directly related to that brand or its products and services. For example, " Apple iPhone " is a branded keyword because it contains the brand name "Apple." Branded keywords are important in online marketing because they indicate a high level of user interest in the brand or its products .
Google Search Console is a platform that allows you to monitor and optimize the performance of your site in Google search results. You can find out which keywords a certain site is found for.
In our case, analyzing Google Search Console we saw how the overall impressions more than doubled. The contribution of branded traffic (attributable to offline campaigns) tripled , and allowed the increase in authority that is the basis of the good results on search engines.
You may also like: Why B2B Digital Marketing Projects Fail?
The Avengers movie made me realize that it is not just our online activities estonia whatsapp number data 5 million that influence our offline actions, but there are countless stimuli in the offline world that lead us to pick up our phones and Google whatever we need to know in that moment.
When Queen Elizabeth II died, it seems, we were all curious to know how old she was...
The importance of coordinating marketing activities, both digital and non-digital
The goal of marketing has always been to establish a relationship with the customer. With the advent of the Internet and new technologies, the scope of action for companies has expanded dramatically: no longer just flyers, fairs and door-to-door, but also websites, social media, webinars and so on.
A good marketing manager manages digital and offline activities in a holistic and coordinated way . It would be reductive (even short-sighted) to carry out individual activities in a disconnected way.
In my daily life I mainly manage digital marketing projects, supporting companies to interface with the online world, but for me and my team it is essential to also know what other actions are put into practice by our customers, so as to coordinate with them and, not trivially, to be able to better read the data we collect.
While we are carrying out an advertising campaign on social networks, or an editorial plan on the company blog, it may happen that our client is also using offline promotional levers, such as:
The message conveyed with these actions can have 2 objectives:
Brand awareness: pushing the brand to make it known, without expecting an immediate economic return, aware of contributing to its positioning in the mind of the consumer
Conversion: seeking contact with the potential customer, the message has a clear and defined Call-To-Action (CTA), inviting the user to immediately interact with the company
How to measure the impact of offline activities on online assets: a practical case
One of our Fintech clients has made a large investment to promote its financial solution for SMEs, both online and offline.
Among other activities, it decided to purchase television commercials during some sporting events that were widely followed by its target audience. The objective of the commercials was to raise awareness of the solution by directing users to its website.
How to check if your TV commercials are hitting the mark ?
1. Check branded keyword volume on Google Search Console
Branded keywords are keywords that include the name of a specific brand or company. These keywords are used by users in search engines to search for information directly related to that brand or its products and services. For example, " Apple iPhone " is a branded keyword because it contains the brand name "Apple." Branded keywords are important in online marketing because they indicate a high level of user interest in the brand or its products .
Google Search Console is a platform that allows you to monitor and optimize the performance of your site in Google search results. You can find out which keywords a certain site is found for.
In our case, analyzing Google Search Console we saw how the overall impressions more than doubled. The contribution of branded traffic (attributable to offline campaigns) tripled , and allowed the increase in authority that is the basis of the good results on search engines.