Online and Offline Integration
46 Birmingham Parkway | Boston, Massachusetts 02135 | 617-254-5000 | www.ovrdrv.com
American Internet Usage
 The internet reaches 62% of adults and is used for an average of 108
minutes on an average day, far out pacing print media.*
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*Data taken from “A Day in the Life: An Ethnographic Study of Media Consumption” conducted by Ball State
What The Research Says: Spending Growth
 William Blair & Company / CIMA Survey, March 2007
 Traditional advertisers continue to migrate online
19% growth expected for 07
Imagine spending in Radio or DM growing 19%
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What The Research Says: Spending Growth
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What The Research Says: Spending Growth
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What The Research Says: Spending Growth
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What The Research Says Is Working
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The Headlines
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Silo Based Marketing and Optimization
Offline
Advertising
Online
Advertising
SEO
PPC
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Integrated Marketing and Optimization
Offline
Advertising
Online
Advertising
SEO
PPC
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Online and Offline Integration Tactics
 Staffing and Training
 Strategy
 Creative
 Media
 Tracking and Analysis
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Staffing and Training
• Look for people trained in print with web design qualifications
-Nicole, Parametric Technology
• Look for people with web writing capabilities - copywriters with concise writing style that
translates well to the Web
-Bill, MFS
• Take print designers, and train them on the Web onsite - from outside organizations
-Leanne, Appleseed’s
• Take advantage of vendors - bring them in to train and educate your staff
-Stephanie, Boston Globe
• Implement an internal corporate Wiki
-Kathy from APC
• Subscribe to industry newsletters - ex: ClickZ, Web Marketing, Search Engine Watch
-Harry Gold, Overdrive Interactive
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Strategy
• Prepare for the long-term and ensure platform is technically sound, etc., even if it
pushes back immediate needs
• Make your website more vertical overall by developing separate landing pages for
various campaigns, with templates to accommodate different audiences
• Develop Business Compliance Guidelines (style guides) addressing online business
rules in advance so your creative gets through compliance faster
- Jennifer from Vicam
• Start thinking about online and search earlier, don’t treat it like an add-on or
afterthought.
• Think about how calls to action can take place online and can be weaved into your
offline marketing activities
- Harry Gold from Overdrive Interactive
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Creative
• Send your creative assets to an outside vendor for online production
- Jude, Comcast
• Do a Brand Awareness Campaign - direct consumer to landing pages and get them to register, using
online calls to action which incorporate online and offline creative
-Bill, MFS
• Distribute Best Practice Guidelines for creative
-Chuck, Progress
• Use offers that include discounts - timely calls to action and a form fill out to collect info - have
engaging content with embedded calls to actions
-Leanne, Appleseed's
• Appeal to consumers based on where they are located and what products are on sale in their area
(to create sense of urgency) and allow consumers to choose conversion path
-Jude, Comcast
• Create valuable content, offer 60 day free trial, sign up for free newsletter, hints and tips - all points
of contact that drive conversions
-Aaron, Constant Contact
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Media
• Ensure consistency in messaging b/w weekly circular and online, so consumer can access 24/7
because timing is everything- this allows them to act on deals immediately
-Brad, Target
• Use USPS service (Gray Hair Software for example) which uses technology to sync direct email
delivery and email
-Mark
• Do budgetary planning upfront that includes online marketing as an equal component
-Allison, Comcast
• Do integrated/bundled media buys that incorporate online and offline elements and ask for online
value ads when buying offline
-Harry Gold, Overdrive Interactive
• Use social networks and blogs which are more about creation than commerce, they are about the
value of your content
• Use online and offline media as a spark to launch campaigns
• Media allows you to target specific groups of people online in more affordable way
-Kathy, Liberty Mutual
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Tracking and Analysis
 Apply Tracking URLs in offline media- if possible use alternate domains
-Jennifer, Vicam
 Compare offline dashboard and online dashboard to reveal lifts from integration in both
areas
 Measure the success of your marketing on actions that truly add to your bottom line –
track far beyond clicks and click costs
-Harry Gold, Overdrive Interactive
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Thank You
Download this presentation at:
www.ihaforum.org
Addendum – About Overdrive
About Overdrive
 Search and online marketing firm that focuses on brand building and
customer acquisition in the online space
 Achieve success by combining best in class:
Marketing (strategy, search marketing, online media, email marketing, link
acquisition, RSS feed content distribution)
Creative and conversion services (concept, design, copy, production)
Advanced technology (development, serving, tracking, database)
 Our Mission: Build Lasting Revenue Channels
Deploy and expand turn-key marketing programs that quickly create brand
awareness, capture leads and drive sales
 Corporate Mantra: Flexibility
We seamlessly integrate with existing agency relationships and complement
resident skill-sets
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Service Menu
 Search Marketing
 Online Media
 Creative & Production
 Strategy development
 Strategy development
 Strategy development
 Natural search engine
optimization (SEO)
 Media planning
 Media buying
 Creative/brand
development
 Paid search
management (SEM)
 Trafficking
 Copywriting
 Ad serving
 Graphic design
 Campaign tracking
 Flash development
 Campaign reporting
 Rich media, gadget and
widget development
 SEO PR
 Link buying
 Blog outreach
 Site conversion
optimization
 Traffic analysis
 Campaign analysis and
ROI optimization
 Online/offline media
integration
 Web site development
 Web application
development
 Search presence
tracking and analysis
 Competitive search
presence tracking and
analysis
 Search engine
compliant copy
development
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Current Clients
B2B/Technology
Consumer
Non-Profit/Edu
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Contact
Harry J. Gold
CEO & Manageing Partner
617-254-5000 x 1100
hgold@OverdriveInteractive.com
www.OverdriveInteractive.com
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