Tuesday, July 5, 2011

Measuring Offline Marketing ROI

One of the most important elements in marketing that is often overlooked is measuring the effectiveness of your online marketing campaign, measuring ROI.

Understandable that such things as offline marketing activities are harder to measure than online marketing activities because they don't product the same level of analytics as the online metrics of click through rates and referring sites. But, did you know there are ways to measure your offline marketing activities.

I wanted to focus today’s blog post on measuring marketing ROI.

Website redirects: most websites provide great analytics. When using such offline marketing activities like print advertising, there are easy ways to measure the effectiveness of your print advertising. I like to use unique tracking URL's which serve as redirects for visitors to one core page with a central offer. This also helps you better understand which offline marketing segments drive conversions.

QR Codes: mobile marketing is growing more and more each year. With the recent development in QR Codes, marketers are now able to track offline marketing activities more effectively. These 2 dimensional barcodes allow customers in an offline setting, such as print advertising or billboards, to scan a QR Code that automatically directs them to a landing page on your website. QR Codes can be a powerful tool to link offline and online ROI.

Read more about QR Codes here: http://mbucherblog.blogspot.com/2011/03/understanding-qr-codes.html

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