What Is Digital Marketing? and How Do You Use It As Part of Your Overall Marketing Approach?

What Is Digital Marketing? and how do you use it as part of your overall marketing approach?

Digital marketing encompasses website and online content, SEO/SEM, display advertising, social media, email marketing, and more—offering far-ranging benefits for organizations of all sizes. Who Should Use It? Every organization will have different goals, but most leverage digital marketing as part of an overall strategy to achieve growth by reaching more consumers and compelling them to purchase.

It’s Affordable It’s Targeted It’s Personal It Works

A digital marketing budget Allows you to target and Serve up personalized ads, Using digital platforms to is entirely dictated by hone in on the customers 1:1 emails, and dynamic automate activities, you can your needs, and you have you want based on specific website content to create nurture leads with retargeting, complete control over how demographics, behavior, an individualized experience email and more, leading to much you spend. interest or geographies. for your customers. 50% more sales at a third of the price of using traditional methods alone.

It’s Sticky It’s Relevant It’s Measurable It's Complementary

Search ads are one thing, Find your next customer Track performance in When you combine digital but with retargeting, you with responsive ads, real time. Keep an eye on tactics with traditional direct can reinforce the strength personalized emails, and impressions, open rates, click mail, print, display, content and of your brand with ads only webpages on desktop, through rates, conversations event marketing, you’re more visible to people who have laptop, tablet, or mobile rates, cost-per-lead (CPC), likely to maximize your profit visited your site or have devices. cost-per-action (CPA) and potential. According to research interacted with your adjust creative, copy and from Swrve, an integrated content. more within moments. multichannel marketing program can deliver revenue uplift of 15%-35%.

© 2020 OneTouchPoint Corporation—Confidential & Proprietary 3 Where Do You Start? To start, carefully consider your goals. What are you trying to achieve with your digital marketing efforts? Your answer will help you focus on the content to create, the assets to build, and help you establish some success metrics so you can assess the effectiveness of your programs.

Brand Awareness Lead Generation Growth from Existing Customers

I want more people to know I want to reach people who've I want people who've already bought from about my brand, products never bought from me before me before to buy more frequently or buy and services. and bring them into my buyer's a different kind of product. journey. Get reach with: Grow revenue with: Get conversions with: • Paid media • Offers, promotions and reminders • Social media • Retargeting • Discounts for follow on purchases • Content placement • Email marketing • Loyalty messaging and rewards • Channel / Partner marketing • Email marketing • Direct mail / EDDM® • Direct mail • Offers and promotions • Point of purchase discounts

1:1 Strategic Support Prescriptive Campaigns

Take your ideas to the next level, keep your project Tap into prescriptive campaigns and benefit on track, and put it all in motion with a go-to from a buttoned-up strategy and an execution partner with 20 years of experience executing local arm, speeding time-to-market and reducing digital marketing experiences with multi-location local effort. organizations across various industries and sizes.

Multichannel Power Intuitive Platform

Reach your audience where they are with an OneTouchPoint’s platform, U.Connect, lets you integrated campaign by pairing digital with direct take control of your brand by giving marketers mail, EDDM®, print and other more traditional access to a turn-key multi-location, multichannel marketing tactics. marketing solution in one place—for digital marketing, print on demand, signage, direct mail, promotional items, custom kits, and more.

Leverage our broad range of traditional & digital marketing capabilities to engage across the customer journey.

Microsites & Print Retargeting Paid Landing Pages On Demand Social Ads

Direct Mail Display Ads In-store Signage

EDDM® Paid Search Email

Social Media Reputation Monitoring Custom Kits Management & Management & Warehousing

© 2020 OneTouchPoint Corporation—Confidential & Proprietary 6 Supporting You Play By Play We know that digital marketing strategy requires intense planning as well as constant management, optimization, and evaluation to be effective, consuming resources and time that many brands and locations do not have—so we want to make it easy. The table below shows our recommended plays— from getting started with digital to a full-court multichannel press.

Get started with:

Always On Keep ‘Em Coming Look Local All Out Smarter Social

If you’re not doing Once you’ve established Your digital and social Push out a local, Optimize your social digital marketing, your baseline “always ads are performing, multichannel approach media campaign “always on” programs on” digital programs now what? Try adding to keep all of your bases strategies—we’ll build, are where you start. and are monitoring Direct mail and/or covered integrating manage and post—then These are generally paid performance, if budget an EDDM® offer to digital and social ads and analyze and adjust. We search and digital ads permits, add retargeting capitalize on your local offers, signage, kits and can also help monitor that continuously build and paid social ads to area. Include local email communications and respond to socials local brand awareness target more prospective content and offers all tied to your location posts —good and bad to drive customers to customers and…Go that resonate with or campaign theme. — to let your customers defined destinations consumers who live Multichannel campaigns know you’re listening like your website or in your area. drive 28% higher response and to keep your brand landing pages. rates1 and 15%-35% more reputation in tact. revenue than single tactic campaigns alone. 2

Sources: 1 DMA, 2 Swrve

Tactic Always-On Keep ‘Em Coming Look Local All Out Smarter Social

Display Ads X X X X

Paid Search (PPC) X X X X

Retargeting X X X

Social Advertising X X X X

Localized Social Media X X Content Creation

Reputation Monitoring X X & Management

Print On Demand X

In-store Signage X

Custom Kits X

Email Campaigns X

EDDM® (Every Door Direct Mail) X X

Direct Mail X X

Continuously build local brand awareness to drive customers to defined destinations via digital channels.

• Increase awareness, through local messaging to a broad audience Goal(s) • Drive in-person and online traffic for increased sales

• Display advertising Tactics • Paid search (PPC)

• Digital metrics Analytics • Track online / call-in orders

78% 97% 66% of location-based mobile of consumers go online Google data shows that searches result in an to find and research local 66% of people want ads offline purchase. businesses. customized to their location. Source: SEO Tribunal Source: Blue Corona Source: Google

Once your ‘Always On’ program is established, add additional social and digital advertising tactics to increase brand awareness, serve targeted messages and keep your brand in front of consumers who have already interacted with your brand.

• Target consumers who have shown an affinity for your brand • Reinforce brand awareness through targeted, local messaging Goal(s) • Drive traffic into stores • Localize national campaigns to be more effective

Tactics • Retargeting • Paid social ads

• Digital metrics • Engagement metrics via social channels Analytics • Track online / call-in orders

50% & 42% 75% Social media is the most relevant 75% of marketing leaders report advertising channel for 50% of that social is generating ROI. Gen Z and 42% of millennial. Source: SalesForce (State of Marketing) Source: Adobe

After your ‘Keep ‘Em Coming’ programs are established, add localized print to your digital strategy. Marketing has shifted to the local level. Empower local teams to leverage creative offers, and cost-effective channels drives new and repeat customers into your locations via specific location-based messaging, discounts and offers.

• Increase awareness, through local messaging to a broad audience Goal(s) • Drive in-person and online traffic for increased sales

• Direct mail • Every Door Direct Mail (EDDM®) Tactics • Social media advertising

• Track online / call-in orders • Track via coupon codes and/or call tracking Analytics • Digital metrics • Test with stores and monitor traffic

118% Multichannel Campaigns Drive... Studies show campaigns that paired direct VS mail with digital ads saw 118% higher response 28% 9.5% 7.4% rates than those that only used direct mail. Higher response rates Multichannel Print only

Source: Merkle Source: DMA

Consumers want to choose how, when and where they engage with brands. Having a cohesive strategy that consistently leverages all channels is a best practice for national and local marketing teams. Happy, engaged and informed customers lead to increased ROI.

• Increase awareness of locations / offerings • Increase retention / repeat customers / Goal(s) • Engage with customers 1:1, in their preferred drive sales / ROI channel(s) • Manage reputation

• Direct mail / EDDM® • Social media content management • In-store signage • Paid search (PPC) • Social advertising • Custom kits Tactics • Display ads • Reputation management • Email • Retargeting • Print on demand

• Track online / call-in orders • Increase revenue, conversions, and sales • Digital metrics • Improved customer reviews and ratings Analytics • Track via coupon codes and/or call tracking • Engagement metrics via social channels • Test with stores and monitor traffic

Marketers integrating all channels are more than twice as likely to report higher marketing effectiveness vs 2X+ those using fewer channels and less integration.

Source: Heinz Marketing

Reputation management, though often overlooked, is an essential component of any social strategy. If left unmanaged, negative social reviews can create overarching negative perceptions on the brand and thus negatively affect sales.

• Manage reputation • Increase engagement with prospects and current customers Goal(s) • Manage reviews & reputations, which drive customer loyalty and sales ROI • Create and curate compelling content/offers/videos/etc. that drive brand affinity & engagement

Tactics • Social Media Content Management • Reputation Management

• Digital metrics • Track reviews, ratings Analytics • Test with stores and monitor traffic & brand mentions • Measure brand affinity • Track social media metrics

50% of consumers say that seeing user-generated The purchase likelihood for a product content would increase their chances of buying with five or more reviews is 270% 50% products through a brand's social media. 270% higher than that of a product with none.

Source: Curalate Source: BazaarVoice

OneTouchPoint helps brands and organizations marry form and function with beautifully-crafted marketing assets, produced at scale with purpose-built technology, a full suite of digital marketing capabilities, and managed services for the marketing supply chain.

Fortune 500 companies choose OneTouchPoint as a single-source provider to elevate their brands, increase margins, and speed time-to-market.

Learn more about how OneTouchPoint can help you deliver a flawless brand experience—combining unparalleled responsiveness with the market power of a single-source supplier. Visit 1touchpoint.com or email [email protected]

ISO 9001:2015 Certification | HIPAA Compliant | G7 Master Certification | SOC 2 Type II Certification

1TP-E-2004 (Rev 11/20)