Utilizing Landing Pages for Integrating Online and Offline Advertising Programs

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Consumer Retail:
Utilizing Landing Pages for Integrating Online and Offline Advertising ProgramsConsumer Retail: offline landing pages Pa g e 2
contents
Introduction 03
Landing Pages 101 05
Integration & Execution 07
Channel Considerations 10
Example Campaigns 13
Conclusion 16
Resources 17
Contributions 19
Contacts 19
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introduction
Offline advertising and online advertising are the brand and its specific offer.not separate kingdoms. A greater number of consumers who encounter a brand's offline Why not make it an easier process for them? advertisements, whether they are seen on Provide these interested consumers with television, heard on the radio, or read in a specific online destination they can visit print, subsequently search for and/or visit that provides specific information about the a brand's website for more information. A offer that has piqued their interest. Create recent Jupiter Research report found that a landing page that provides them with an two-thirds of the consumers who respond easy to find source of the specific information to offline advertisements engage in just this they want. By including the URL for this sort of behavior (InternetRetailer.com).
Of the various offline channels, television and print ads are the most likely to drive Landing pages give consumers to search for more information consumers a specific online destinationonline, with 70 percent response rate for that can provide them with the specific television and 57 percent for print ads. Radio information they want from a brand.ads drove 32 percent of listeners online in search of more information, while direct mail inspired 27 percent of users to go online looking for more about the brand. campaign-specific page in the content of its offline ads, any brand can reduce the effort The influence offline advertisements have these potential customers will have to make on consumers' online behavior plays a vital to get their hands on the information that role on the performance and results of a might bring them across the divide between brand's online campaign. The offline ads interested consumers to actual customers.that effectively connect with consumers will drive them online. These consumers are then When executed properly, integrating an investing time and effort to conduct online offline campaign with an online destination searches to find more from information about that is designed specifically for the needs
Make It Green. www.LeapFrogInteractive.comConsumer Retail: offline landing pages Pa g e 4
introduction continued...
of the campaign and its target audience of the basics of landing pages. A brand need will provide a brand with a seamless means to understand how landing pages need to to continue the wooing of these consumers be designed to engage consumers, to offer and keep them moving toward the brand's the specific information these individuals conversion goals. want, and to enable them to easily perform whatever action, from making a purchase Before diving into the integration of offline to providing personal information, that the and online, it's important to understand some brand wants them to do.
Make It Green. www.LeapFrogInteractive.comConsumer Retail: offline landing pages Pa g e 5
landing pages 101
Most marketers believe that an effective landing page plays a critical role in any A clear definition of campaign goals is marketing campaign's success. Landing needed to determine the elements to pages extend the benefits received by include within a landing page. Conversion other marketing efforts to make a lasting points should be in line with these goals impression on a brand's target audience. and hold prominent position on the landing page. All aspects of the lan... [download for more]