Integrated Marketing Communications - Seamless Path-to-Purchase
Example 1: Successful Integration
A fully-integrated offline / online advertising campaign provides a seamless path-to-purchase through innovative marketing techniques.
- A prospective customer sees a television ad at home that captures his interest.
- On his way to work the next morning, he hears a radio ad that reminds him to check into the product.
- At his office, he is unable to recall the website address. Using a keyword search, he locates the
website and conducts pre-purchase research.
- On the site, the potential customer immediately finds information about the product and clear
calls-to-action that direct him through a seamless purchasing process.
- In this instance, the customer wants to pick up the product on his way home from work. The customer
is able to locate a store near him through the website.
To properly synchronize the campaign, the company advertising the product wisely invested in search engine optimization
(SEO) for their website. As a result, their site appeared in the top search engine results. In this example, SEO and a
well-designed landing page provided a seamless path-to-purchase.
Example 2: Failed Integration
A marketing campaign fails to accommodate new technologies and customer
behaviors.
- A business executive sitting in an airport sees an ad in a financial magazine for an investment
opportunity that interests her.
- The ad provides a website address to a special landing page about the investment opportunity.
- When the potential customer attempts to access the landing page through her hand-held web browser,
she finds the page will not load.
Although their primary target audience is now utilizing Web enabled hand-held devices, the company has failed to
create hand-held accessible content. A technology barrier in the path-to-purchase leads to lost sales, customer
frustration and brand damage.
Contact us for a Free Consultation
Aristotle works with clients nationwide to develop successful, fully integrated webcentric campaigns.
Contact us today for a free consultation: Call 1.800.995.2747 or 501.374.4638, or send us an email at aristotlemarketing@aristotledesign.com.