Have you ever tried to market offline products and services from digital ads? That’s precisely what we’re going to be discussing in this episode of Marketing Scoop – specifically how to market offline events, holidays real estate and retail outlets using digital advertising. Are there any special techniques that make this sort of advertising different from asking consumers to make an online purchase? Find out on this episode of Marketing Scoop.
Joining us for this episode are:
Jon Rognerud – Since 2006 Jon’s been building marketing and sales funnel strategies via paid and organic media. He executes aggressively to scale businesses fast. You can find Jon over at ChaosMap.com.
Joel Bondorowsky – Joel serves as the SEMrush Academy PPC professor as well as a founder of PPCDesigns.com, a new boutique agency providing tailor-made marketing solutions for large, mass market activities.
Here’s what we discuss:
1:00 An introduction to both of our guests
2:00 What are some of the main differences between marketing a product where the transaction takes place online, and marketing a product where the transaction takes place offline?
4:20 In Jon’s example, is there a lag between the audience viewing an ad online and then completing a transaction offline?
5:30 Is it easier to sell higher ticket items offline?
7:30 How does Google get this data? Does it come from mobile phones and people’s locations?
8:20 How does Facebook support offline data tracking?
9:50 Are there any brands doing a really good job of tracking their visitors offline at the moment?
12:20 Is there an industry that is doing a really good job of tracking their visitors offline at the moment?
14:30 What other digital advertising networks apart from Google Ads allow you to upload offline conversion manually?
15:00 What are the key challenges associated with this type of marketing and how can we overcome them?
16:30 What tools does Jon use to track offline consumer actions?
18:00 Traditional digital tracking methods vs newer forms of tracking
19:30 Do our guests see this type of marketing changing over the next few years?
21:00 David shares a listener’s review
21:50 Joel’s actionable tip
22:20 Jon shares his actionable tip
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