As Patrick Duparq of The Kellogg School of Management explains, “Sound marketing principles apply whether the platform of interaction is print, radio, TV, the internet of even mobile devices.”

George Assimakopoulos
Principal Manager

Clearly, it’s important to keep an overall view of sound marketing principles.  I recently read a good book – Online Marketing Heroes by Michael Miller.  He interviewed Partick Duparq, Professor of Marketing, at Kellogg School of Management – Northwestern University.  During the interview, Duparq addressed several technology and marketing issues.  But the key point that Duparq mentions is that online marketing actually ties together all other media.  What Duparq is saying is that what you do online has an impact on what you do in traditional (brick-and-mortar) retailing.  Online activities will make traditional channels work more efficiently by generating store traffic that brings in better-informed custoomers that know what they want.  Likewise, ads in printed media or TV commercials will often lead to a spike in online visits for a particular brand.

We have experienced this with our own clients who promote special events and sales campaigns across media platforms.  From our automotive clients, to insurance companies, as well as our general retail clients – when traditional and online marketing is present, our clients always experience a spike in website traffic as well as overall conversion. 

When our team plans to build and execute an online marketing campaign – we always address the same questions:

1. What do we want to accomplish?
2. How do we best reach the customers?
3. How do we position the product or service?
4. What can we learn from customer interaction data to help us improve the campaign or offering?

These questions can apply to any media platform – whether its online or traditional.  The point is that, with answers to these questions, we can then develop a better more-integrated marketing approach leveraging activities across all media platforms.