As a digital marketing company, you might think we preach all digital, all the time. That’s not necessarily true. As a part of Mudd Advertising, a company that’s been in advertising for more than 30 years, we are constantly exposed to the value of all types of marketing. We see dealers sell 50 cars in a weekend off a direct mail piece, and know that radio jingles can be a staple in one’s morning drive. That’s why it’s so important to connect traditional and digital efforts and make sure they work together.
Just for fun, let’s take a moment to see how many clichés we can find about this:
- Bridge the gap
- Right hand talking to the left hand
- All on the same page
- Synergistic Solutions
- Seamless integration
Cheesiness aside, some of those actually kind of describe what we try to do around here: make sure all marketing efforts are working toward the same goal. In this situation, it’s extremely valuable to have everyone in the same building, just steps away from each other. That’s how we can do this:
- Produce a TV spot publicizing a specific campaign and driving viewers to a dealer’s website, place a banner on the home page of the site so it’s the first thing users see, direct said banner to a conversion page that elaborates on the offer and gives the user an opportunity to take advantage of it.
- Use a direct mail piece to take potential customers to a Personalized URL (pURL) where they can watch a video and submit a form to receive an offer, than use the call center to contact customers who activated their pURL, but didn’t convert.
- Ensure our SEM campaign is running during the times when a national company is running prime time ads so that local branches (franchises, dealerships, etc.) can capture the web traffic, and then take them to a landing page that supports the same offer they just saw on TV.
Each element gets stronger when it’s supported by the other elements. Our clients know if they select a campaign for one medium, it will be applied to all other mediums, giving them the most synergistic solution possible. When the right hand is talking to the left hand, it’s much easier for everyone to get on the same page and achieve seamless integration. At the end of the day, we all just want to bridge the gap.
And use every possible cliché to describe the importance of what we do. I couldn’t resist! Seriously, though, when everyone on the team understands what the client wants to achieve, it’s much easier to create a strategy that uses the right elements, traditional or digital. That’s what we do at TargetClick and Mudd.