SOURCE: Aprimo


January 26, 2011 09:35 ET

Digital Marketers Who Ignore Offline Channels Risk Failure

Aprimo's Marketing Imperative #6 Shows Value of Integrated Online and Offline Approaches

INDIANAPOLIS, IN--(Marketwire - January 26, 2011) - Aprimo® Inc., a global leader in integrated, on-demand marketing software solutions, today released the sixth imperative in its "The Imperatives of the Marketing Revolution" series: Innovate to Integrate Online and Offline. The white paper explains that the key to marketing success in 2011 and beyond is achieving a balance -- unique to each company -- between online and offline approaches. Brands must embrace innovation across both online and offline channels and ensure that campaign strategy, management and measurement are tightly integrated.

"It's a mistake to assume that our destiny as marketers is tied exclusively to what's next in digital; what we're all after is an optimal blend of both online and offline," said Lisa Arthur, CMO of Aprimo. "And it's not enough to simply embrace offline channels; you must pay as much attention to innovation and testing new concepts as you do with online channels. Just be sure to diligently the track performance of all channels, holding each one to the same standard for contribution to revenue and profitability."

Inside Imperative Six: Innovate to Integrate Online and Offline

  • Deeper engagement with consumers isn't the sole jurisdiction of digital. B2B marketers seem to excel here -- more than 60 percent of marketers in a recent survey said that they value interaction with customers at live events. These same marketers could realize even greater benefits by integrating online (social) tactics such as Twitter and Facebook. Likewise, B2C marketers can benefit by adding more face-to-face activity (street teams, events, etc.) to augment digital marketing.

  • Consumers are often more adept at multi-channel engagement than many brands -- they effortlessly move from print ads to Google and swap social credentials via mobile phones while brands still struggle to create meaningful online/offline linkages. The exceptions, brands such as Pizza Hut, Coca-Cola, Eastman Kodak and UPS, are discussed in the whitepaper.

  • Taking a more integrated multi-channel approach to marketing can accelerate the sales cycle. The more prospects are surrounded by messages, both online and offline, the greater the sales conversion rate. The key is developing a system to measure what's working and doing as much of that as possible.

For insight into how brands can strike a profitable balance between online and offline marketing approaches, download "Imperative Six: Innovate to Integrate Online and Offline," at

Follow Lisa Arthur, CMO of Aprimo on Twitter: @lisaarthur.

About Aprimo
Aprimo is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. The company's integrated marketing software, Aprimo Marketing Studiofor B2C and Aprimo Marketing Studiofor B2B, enables marketers to navigate the changing role of marketing, by taking control of budget and spends, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable return on investment. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +1.317.803.4300 or visit

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