The Growing Case For Online Marketing

Despite the dramatic shifts and advances in all things digital, many marketers are still just scratching the surface of what’s possible.  For example, while 78% of U.S. adults have a smart phone or tablet, mobile marketing remains a mystery to many.

Admittedly, online marketing must join with traditional marketing to get the best results.  But there’s unique power in using digital, mobile and social media.

Here’s some proof from client campaigns by my agency, Crosby Marketing Communications:

• Kaiser Permanente (KP).  With a goal of increasing awareness and preference for KP among young federal employees, we went directly to their mobile devices.  They were offered a “Mobile Wellness Coach” — daily health and wellness tips, recipes, jokes and inspiration sent via text to their cell phones.  In addition, the offer was promoted through a fully integrated campaign of outdoor, radio, emails and e-newsletters.  The “Mobile Wellness Coach” generated more than a thousand new KP prospects.

• Social Security Administration (SSA).  The SSA wants to get 80 million Baby Boomers to apply for benefits online instead of using paper forms.  Using the connection to a retirement generational icon, award-winning actress Patty Duke, the campaign integrated online advertising, search engine marketing, public service TV and a satellite media tour.  Collectively, the campaign drove record traffic to the SSA website and contributed to a 12% increase in online applications over the previous year.

• Vietnam Veterans of America (VVA).  Seeking donations of clothing and household goods to raise funds for needy vets, VVA asked Crosby to improve its ClothingDonations.org website, increase traffic and attract new audiences.  We transformed the website into a go-to resource for home organization and de-cluttering, enrolled VVA in the Google Grants program, and developed a mobile strategy to quickly spike qualified traffic.  Since the online makeover, donations have increased by more than 33%.

Those are just three of many examples.  If you’re interested in other success stories, just go to crosbymarketing.com and look at the “Work” section.  As in most successful promotional campaigns today, almost all of the stories feature online marketing activities that produce remarkable results.

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