Online – Offline Marketing “Integration Gratification”

Marketers Need Metrics to Integrate Traditional and Digital Media

When it comes to integrating digital (Online Marketing) and traditional media (Offline Marketing), vital to marketing success of local small businesses today, conflicting views abound. Too many small business marketers feel as though they are working in the dark.

According to a joint study by the American
Association of Advertising Agencies (4A’s) and the Association
of National Advertisers (ANA), only 7% of US small business marketers were very satisfied with their progress integrating online and traditional media.

Fully 52% of the respondents were only somewhat satisfied, and 31% were dissatisfied to at least some degree.

eMarketer estimates that digital ad spending will make up 9.9% of the total US ad space in 2009. Therefore, it comes as no surprise that a large plurality of US marketers allocate 5% to 10% of their media budget to the Web.

Several obstacles prevent further adoption of digital media. The largest hurdle to overcome, according to the ANA study, is the need for metrics to properly allocate the mix between traditional and digital media.

The second-biggest obstacle is lack of understanding of digital media, followed by company inertia and organizational silos that prevent effective companywide mandates.

Overall, there is a reluctance to move marketing dollars from tried-and-true practices into newer digital vehicles—coupled with a lack of understanding of digital media on the part of senior management.

The study found that both client- and agency-side marketers agree on how to speed the integration process:

• Become as educated as possible on new/digital media.
• Set clear goals and business objectives.
• Understand the consumer.
• Test and retest.
• Commit to metrics and analytics.

Of course, none of the above matters without a way to measure ROI—the most important metric of all. Does the integration pay off?

Unfortunately, the necessary data is currently scattered across
organizations. Data formats are inconsistent and so is terminology. Until these problems are solved, marketers attempting to integrate traditional and digital advertising channels will continue flying blind if they insist on taking on this challenge on their own or "in-house".

Hiring an outside consultant or Internet Marketing Firm with the knowledge and experience to come in, sit with you and evaluate your individual marketing strategies and needs, offer a range of suggested methods and implement those methods effectively, efficiently and effortlessly so your business can obtain the goals you desire painlessly, with a hands-off approach but informed every step of the way, detailing your ROI. This over-all is the most effective way to steer your business towards inevitable integration of Online – Offline Marketing.

TucsonMerchant.com was built to take on these challenges, we were formed specifically to handle these needs of our local community. It’s what we do best, we do it well, we do it effectively, we show you results! TucsonMerchant.com saw local small – medium business was headed towards "Integration" some time ago and stepped up to be in a position to help local small businesses here in Tucson meet the needs and demands of customers. Face it, we are living in an "instant gratification nation". We want it now, we want it as cost effective as possible, we search online before making almost any purchase decisions, no matter how small or large.

TucsonMerchant.com puts your business in the forefront, ahead of your competition and has the knowledge to keep it there. Integrating your business marketing plans with a highly effective, fully tractable permission based email campaign, with the power of social network marketing on top of a "magnetized" Search Engine Optimization program that is "localized", mixed with our "Geo-Targeted Advertising", laser targeted to specific zip codes, effectively lowering your advertising budgets, all leads to an extremely powerful marketing campaign that can propel any local small – medium sized business to new levels.

Contact TucsonMerchant.com today to start the ball rolling towards "Integration Gratification". 520-797-0572, ask for Ken. I’ll personally guide your business onto a path that stays ahead of the curve and in front of customers.

It’s 100% risk free, No Cost to you to make your appointment. Trust me, your business will thank you for it.