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Ten Ways Your Interactive Marketing Plan Saves You Money

Is your marketing budget going to waste?

#10 Create channels to retarget customers
If you've invested in attracting a customer to visit your site but they're just not ready to buy yet, create forums to keep that customer close by so you won't need to start over again with them. Foster a closer relationship with consumers who might be your customers tomorrow by offering them something they value today, such as an email newsletter or a social media community.

#9 Measure ROI for each channel separately AND together
It's common wisdom the search engine marketing (SEM) can deliver some of the best return on investment in the industry, but when your keyword list extends over a hundred terms your long tail might not stand up so well to the competition. To get the best value, it's critical not only to optimize each channel, but to identify the point of diminishing returns compared to other channels.

#8 Set clear rules for affiliates bidding on your brand terms
If your affiliate is bidding against you for your branded keywords, it's costing both of you more money with every click. Be clear with your affiliates about whether you permit bidding on your proprietary brand terms. If you do allow this, establish a clear policy on maximum bid amounts, and then enforce it.

#7 Begin mobile marketing from your existing website
While it is possible to build out an entirely separate .mobi website for your brand, it is not necessary for entering the mobile space. Program your current website to detect how a visitor arrives, and redirect mobile device users to a new page optimized for the smaller resolution of their screens. As an added bonus, many smartphones will automatically turn phone numbers listed on your site into click-to-call links.

#6 Use analytics to improve your online conversion funnel
There are a number of great web analytics tools available, including free ones. Use one to track how traffic moves through your website. Identify the leaks where visitors you've paid to attract end up leaving your site, then focus on improving those areas so you'll get beter results for your advertising buck.

#5 Use caution with display technology
If you think pop-ups, blaring videos, or ads that bounce all over a page's content are the greatest thing since sliced bread, you are in the minority. Most consumers get irritated with ads that compromise rather than enhance their browsing experience, which means your advertising dollars are just turning folks away. Rich media and video ads can both be extremely effective, but only when the content they offer consumers is attractive enough to stand on its own.

#4 Use traditional media to send traffic to your website
Even though traditional media represents a shrinking percentage of most marketing budgets, you can double-purpose any off-line advertising to support your online strategy. Don't forget to add your web address (URL) to any television, radio, or print advertising you may run. Television has proven especially effective to drive traffic online.

#3 Capture call center sales activity driven by your site
Use isolated phone numbers to track call volume to your inbound sales or customer service call center, and track conversions too as you would a landing page. Use frequently asked questions from your call center to update content on your site in order to give customers answers without having to wait to speak wih a representative.

#2 Don't ignore what customers do online after they convert
A sale online is the beginning of your relationship with your customer, not the end. The term "interactive" means that customers have a say online about their opinions too, and they are voicing them in increasing numbers with the Web2.0 phenomenon. The more you proactively and authentically engage your customers in the social media networks they prefer, the fewer public relations crises you will need to spend money on later.

#1 Be consistent in your message across all channels
This is both the most obvious and most disregarded tip for effective integrated interactive marketing. Most specialists in one channel don't talk to or even understand specialists in another channel, even within the same organization, so it is all too easy for consumers to get confused by mixed messages. When your channels are in conflict, your advertising budget frustrates your audience and sends them elsewhere. This is why integrated campaign management is critical to a successful interactive marketing plan.

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