Best Practice Series: Online/Offline Marketing Integration for Maximum ROI
As customer’s multi-task, switch channels seamlessly and filter out interruptive, noise-based communications, the need for a multichannel, integrated approaches have never been greater.
This one day course will explore how to best integrate online digital marketing activity into your existing activities for maximum ROI.
Initial exploration will help marketers appreciate the importance and complexities on multichannel campaigns. The course will also cover what online / offline marketing integration is, and how this differs depending on the type of product and nature of the audience.
The afternoon will focus on practical ways of planning an integrated campaign, which channels to use and when, most importantly, how to measure and assess the impact of integrated activities.
The theory will be brought to life through-out the day with case studies and practical examples, and where possible, the lecturer will tailor the examples used to those industries in the room.
Attendees will take away from the session a clear understanding of why cross channel integration is needed, how to implement it, how to measure and report on it, in a way that aligns with business ROI.
How will I benefit
Upon completion of this best practice session, you will be able to:
- Understand current trends (media fragmentation, audience shifts, reliance on the web) that are transforming traditional media
- Research, plan and buy media for multichannel campaigns
- Integrate creative strategy across marketing channels
- Attack major issues with multichannel measurement
- Develop promotional techniques suitable for particular products
- Examine key trends & case studies both locally & globally
What will I learn?
Planning and strategy
- How online & traditional offline media is converging
- Audience behaviour
- Which channels work well together
- Selecting the right channels, tactics and metrics for your campaign
- Key considerations to take into account when briefing and developing creative campaigns for multichannel use
Integration
- Understanding the importance of integrated marketing communications
- The tools used by planners when developing integrated multichannel campaigns
- Considerations for direct response versus brand objectives
- Integrating creative, the importance of relevance and good call to action
- Media buying options, rates and the art of negotiation
Delivery, measurement and analysis
- How to evaluate multichannel campaigns and what are the key complexities with on- to offline / offline to online customer journeys
- Measuring campaign effectiveness
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Early Bird |
Normal Price |
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Location |
Singapore |
Singapore |
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Public |
US$ 450 |
US$ 550 |
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Partners’ Discount |
US$ 360 (20% Discount) |
US$ 440 (20% Discount) |
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*Bundled with Best Practice Series: Managing Online & Social Reputation |
*2 Workshops at US$ 700 (more than 20% Discount, Orig. U$900) |
*2 Workshops at US$ 850 (more than 20% discount, Org. U$1100) |
*Call +65 6809 2088 or email apac@econsultancy.com for bundled purchases or for singapore currency transactions
Please kindly note that only a maximum of 20% discount is allowed for each booking
