Supporting Offline Campaign Launches With Online Marketing

By Martina Steen

As the US online audience begins to see the last of the unconnected users begin serious uptake, and many formerly light and medium users move to a persistent connection, a full integration of Internet marketing into all marketing becomes increasingly critical. In this edition, Martina Steen from interactive agency Refinery (x) sets down the basics for effectively integrating interactive marketing in support of offline product launches. In forthcoming part two, Martina will cover the quantification of results across channels in greater depth.

There is more to integrated marketing than just repeating the same message in different channels. And, it is not an easy task to get the right balance of in-store promotions, mass advertising and online marketing in one campaign. So how should a brand manager use the online channel as part of the marketing mix when launching a new product?

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