Online Marketing Blog from Interactive Return

Integrating online and offline marketing channels requires more than just taking your TV ad and placing it online. More and more studies show how traditional advertising, like TV, is merging with the Web; marketers are considering “integration” wherever possible.  When integrating online and offline channels, you should consider the relative strengths of each. Our remote control is becoming more like our mouse; and our computer is becoming more like our television set. Irish Marketers must anticipate the importance of strategising the integration of their online and offline channels to gain the most value each has to offer.

Interactive Return (of Publicis Groupe Media) promotes the integration of online advertising efforts with traditional channels, in order to extend the value of our clients’ marketing investments. As the Internet Advertising Bureau in the UK has concluded, integration is about ensuring that every individual consumer’s touchpoint works not only in isolation, but also builds on a message.

The IAB in partnership with Thinkbox.tv carried out a study outlining how TV and Online are Better Together. The study noted that 66% of people are more likely to notice an ad online if they’ve had exposure to it on TV; and 59% are more likely to notice a television ad if they’ve had exposure to it online. It is clear that the channels compliment each other. But the important thing to remember is that your marketing strategy for each should remain different, but build on one integrated message. The study used Cadbury Crème Egg as a Case for this. One of the survey participants said that “The Crème egg ads work really well together, as they have the same basic idea of the eggs having a short life.” The online and TV ads are different; but they are recognised as part of the same campaign; which is working to influence customers’ positive relationships with the Cadbury brand.

Similarly, Bill Gerba at WireSpring Blog discusses how striving for successful integration has caused many headaches for marketers. He notes that “integration can be redefined by the user’s perception of an integrated idea, not on its visual consistency.” Basically, he says a TV ad can make you laugh…an online ad can make you laugh; but that doesn’t mean that each ad was formed from the same method.

As online marketers in Ireland, we must target our audience using all media outlets; noting that TV and online are being used interchangably. On one hand, TV ads are still perceived as providers of information (74% of the IAB UK Survey reported). On the other, online performs well at persuading people to try a brand or product, or to influence people to look for more critical information at a later part of the purchase decision. Targeting audiences on TV, as well as online will allow a brand to connect with a potential customer along all steps of the purchase decision process.

Interactive Return’s search engine marketers are keen to increase the returns made from a search campaign by combining online and offline synergies. The IAB/Thinkbox Study proved that 66% of people investigate something from an ad in a search engine. Our keyword lists must anticipate the outcome of buzz from our television ads; just as much as Television ads will not succeed without the support of the Web.

Harry Gold at ClickZ does a fine job of painting the picture of our integrated future, where our remote control becomes more and more like our mouse every day. Companies are trying to enhance the user experience by allowing people to personalise their media in the home. Imagine watching a TV commercial where you can pause and click on an ad, buy a product, and then return to your programming. While a new dimension will be added to the :15, :30, or :60 second spot, understanding online and TV as separate entities that work better together is the key to integrated marketing success.

Emer Lawn, Online Marketing Executive, Interactive Return