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Digital Marketing with Beth Nash DipM MCIM, Smart Monkey Marketing.

December 2008

Are your offline and online marketing methods integrated and working in sync or are they following John Sergeant's route and waltzing to a totally different tune?

We are now in the age that most businesses have got to grips with digital marketing and are openly using online methods within their overall marketing strategy. However, one area that a lot of businesses are falling down on is linking their traditional marketing with their digital.

Offline and online marketing should work together seamlessly - Gin and tonic, Thelma and Louise, fish and chips, bangers and mash and (some would say) Pamela Anderson, they are a perfect pair and complement each other perfectly.

By integrating your marketing, you are providing more contact opportunities and increasing the number of 'touch points' with your prospects and customers.

So how do you get going? The most obvious starting point is to include your web address on all collateral from stationery and vehicle branding to uniforms and emails. Use your offline campaigns such as advertising and press releases to drive people to specific landing pages on your website. Visit www.smartmonkeymarketing.co.uk/businessmatters to see a landing page example and discover how they help to measure campaign results.

Including a research poll on your website or emails enables you to use the results to generate news stories for PR. When organising an event, use email marketing to invite your guests and include event photos on your site to drive people back to your website.

By integrating your marketing, you will benefit all round. Improved brand awareness, a professional image and portraying a clear message all result in boosted sales and profits.

Finally, the icing on the cake is using your online marketing to better measure your offline success, helping you to calculate return on investment and plan future campaigns.

So just remember, your marketing campaigns should not be treated in isolation - keep them integrated and in sync and ye will prosper!