Today, consumers are watching videos, listening to podcasts, creating social networks, and taking their media with them on mobile devices. With a brand's message now in the hands of consumers, organizations are being forced to change the way they think and market their products.
Although offline marketing is becoming less popular with marketers, it can still be an effective way of getting your message out quickly and en mass. At Bark! we integrate offline and online marketing campaigns together, leveraging the strengths of each. Combining the directness of offline marketing with the tracking and analytics of online marketing allows us to accurately measure the success of your campaign.
Offline marketing channels typically include news paper, radio, TV, direct mail, and outdoor. Marketers generally know the demographics and the size of their audience and purchase advertising space based on cost-per-impression measurements. But what marketers often don't know is who saw their ad or what consumers did after viewing the message.
With the advent of Web analytics, marketers began to learn who visited their website, where they came from, how long they stayed, and what pages interested them the most. Marketers became Web savvy in order to read and measure trends, pick key segments, and position their marketing efforts. Armed with this knowledge, marketers began to include references to their website and/or landing pages in their offline campaigns. This allowed businesses to track a customer's response to offline advertisements.
At Bark! Multimedia, we use a combination of landing pages, mini-sites, special entry pages and Web analytics to help our customers integrate their offline and online marketing campaigns. By joining both marketing avenues, our customers are able to accurately target and track the return on investment.