What Is Digital Marketing?
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What Is Digital Marketing? and how do you use it as part of your overall marketing approach? Digital marketing encompasses website and online content, SEO/SEM, display advertising, social media, email marketing, and more—offering far-ranging benefits for organizations of all sizes.
Who Should Use It?
Every organization will have different goals, but
most leverage digital marketing as part of an
overall strategy to achieve growth by reaching
more consumers and compelling them to purchase.
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 2
Why Use It?
It’s Affordable It’s Targeted It’s Personal It Works
A digital marketing budget Allows you to target and Serve up personalized ads, Using digital platforms to
is entirely dictated by hone in on the customers 1:1 emails, and dynamic automate activities, you can
your needs, and you have you want based on specific website content to create nurture leads with retargeting,
complete control over how demographics, behavior, an individualized experience email and more, leading to
much you spend. interest or geographies. for your customers. 50% more sales at a third of
the price of using traditional
methods alone.1
It’s Sticky It’s Relevant It’s Measurable It's Complementary
Search ads are one thing, Find your next customer Track performance in When you combine digital
but with retargeting, you with responsive ads, real time. Keep an eye on tactics with traditional direct
can reinforce the strength personalized emails, and impressions, open rates, click mail, print, display, content and
of your brand with ads only webpages on desktop, through rates, conversations event marketing, you’re more
visible to people who have laptop, tablet, or mobile rates, cost-per-lead (CPC), likely to maximize your profit
visited your site or have devices. cost-per-action (CPA) and potential. According to research
interacted with your adjust creative, copy and from Swrve, an integrated
content. more within moments. multichannel marketing
program can deliver revenue
uplift of 15%-35%.
Sources: 1 Marketo
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 3
Where Do You Start?
To start, carefully consider your goals. What are you trying to achieve with your digital marketing
efforts? Your answer will help you focus on the content to create, the assets to build, and help
you establish some success metrics so you can assess the effectiveness of your programs.
Brand Awareness Lead Generation Growth from Existing Customers
I want more people to know I want to reach people who've I want people who've already bought from
about my brand, products never bought from me before me before to buy more frequently or buy
and services. and bring them into my buyer's a different kind of product.
journey.
Get reach with: Grow revenue with:
Get conversions with:
• Paid media • Offers, promotions and reminders
• Social media • Retargeting • Discounts for follow on purchases
• Content placement • Email marketing • Loyalty messaging and rewards
• Channel / Partner marketing • Email marketing
• Direct mail / EDDM® • Direct mail
• Offers and promotions • Point of purchase discounts
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 4
Our Team & Capabilities
1:1 Strategic Support Prescriptive Campaigns
Take your ideas to the next level, keep your project Tap into prescriptive campaigns and benefit
on track, and put it all in motion with a go-to from a buttoned-up strategy and an execution
partner with 20 years of experience executing local arm, speeding time-to-market and reducing
digital marketing experiences with multi-location local effort.
organizations across various industries and sizes.
Multichannel Power Intuitive Platform
Reach your audience where they are with an OneTouchPoint’s platform, U.Connect, lets you
integrated campaign by pairing digital with direct take control of your brand by giving marketers
mail, EDDM®, print and other more traditional access to a turn-key multi-location, multichannel
marketing tactics. marketing solution in one place—for digital
marketing, print on demand, signage, direct mail,
promotional items, custom kits, and more.
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 5
Our Services
Leverage our broad range of traditional & digital marketing
capabilities to engage across the customer journey.
Microsites & Print Paid
Landing Pages On Demand Social Ads
Direct Mail Display Ads
EDDM® Retargeting Email
Paid Search Custom Kits In-store
& Warehousing Signage
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 6Supporting You Play By Play
We know that digital marketing strategy requires intense planning as well as constant management,
optimization, and evaluation to be effective, consuming resources and time that many brands and
locations do not have—so we want to make it easy. The table below shows our recommended
plays — from getting started with digital to a full-court multichannel press.
Get started with:
Always On Keep ‘Em Coming Look Local All Out Smarter Social
If you’re not doing Once you’ve established Your digital and social Push out a local, Optimize your social
digital marketing, your baseline “always ads are performing, multichannel approach media campaign
“always on” programs on” digital programs now what? Try adding to keep all of your bases strategies—we’ll build,
are where you start. and are monitoring Direct mail and/or covered integrating manage and post—then
These are generally paid performance, if budget an EDDM® offer to digital and social ads and analyze and adjust. We
search and digital ads permits, add retargeting capitalize on your local offers, signage, kits and can also help monitor
that continuously build and paid social ads to area. Include local email communications and respond to socials
local brand awareness target more prospective content and offers all tied to your location posts —good and bad
to drive customers to customers and…Go that resonate with or campaign theme. — to let your customers
defined destinations consumers who live Multichannel campaigns know you’re listening
like your website or in your area. drive 28% higher response and to keep your brand
landing pages. rates2 and 15%-35% more reputation in tact.
revenue than single tactic
campaigns alone. 3
Sources: 2 DMA, 3 Swrve
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 7Plays at a Glance
Tactic Always-On Keep ‘Em Coming Look Local All Out Smarter Social
Display Ads X X X X
Paid Search (PPC) X X X X
Retargeting X X X
Social Advertising X X X X
Localized Social Media
X X
Content Creation
Print On Demand X
In-store Signage X
Custom Kits X
Email Campaigns X
EDDM® (Every Door Direct Mail) X X
Direct Mail X X
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 8Always On
Continuously build local brand awareness to drive customers
to defined destinations via digital channels.
• Increase awareness, through local messaging to a broad audience
Goal(s)
• Drive in-person and online traffic for increased sales
• Display advertising
Tactics
• Paid search (PPC)
• Digital metrics
Analytics
• Track online / call-in orders
78% 97% 66%
of location-based mobile of consumers go online Google data shows that
searches result in an to find and research local 66% of people want ads
offline purchase. businesses. customized to their location.
Source: SEO Tribunal Source: Blue Corona Source: Google
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 9Keep ‘Em Coming
Once your ‘Always On’ program is established, add additional social
and digital advertising tactics to increase brand awareness, serve
targeted messages and keep your brand in front of consumers who
have already interacted with your brand.
• Target consumers who have shown an affinity for your brand
• Reinforce brand awareness through targeted, local messaging
Goal(s)
• Drive traffic into stores
• Localize national campaigns to be more effective
Tactics • Retargeting • Paid social ads
• Digital metrics • Engagement metrics via social channels
Analytics
• Track online / call-in orders
50% & 42% 75%
Social media is the most relevant 75% of marketing leaders report
advertising channel for 50% of that social is generating ROI.
Gen Z and 42% of millennial. Source: SalesForce (State of Marketing)
Source: Adobe
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 10Look Local
After your ‘Keep ‘Em Coming’ programs are established, add
localized print to your digital strategy. Marketing has shifted to the
local level. Empower local teams to leverage creative offers, and
cost-effective channels drives new and repeat customers into your
locations via specific location-based messaging, discounts and offers.
• Increase awareness, through local messaging to a broad audience
Goal(s)
• Drive in-person and online traffic for increased sales
• Direct mail • Every Door Direct Mail (EDDM®)
Tactics
• Social media advertising
• Track online / call-in orders • Track via coupon codes and/or call tracking
Analytics
• Digital metrics • Test with stores and monitor traffic
118%
Multichannel Campaigns Drive...
Studies show campaigns that paired direct
mail with digital ads saw 118% higher response
28% 9.5% VS
7.4%
rates than those that only used direct mail. Higher response rates Multichannel Print only
Source: Merkle Source: DMA
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 11All Out
Consumers want to choose how, when and where they engage with brands.
Having a cohesive strategy that consistently leverages all channels is a
best practice for national and local marketing teams. Happy, engaged
and informed customers lead to increased ROI.
• Increase awareness of locations / offerings • Increase retention / repeat customers /
Goal(s) • Engage with customers 1:1, in their preferred drive sales / ROI
channel(s) • Manage reputation
• Direct mail / EDDM® • Social media content management • In-store signage
• Paid search (PPC) • Social advertising • Custom kits
Tactics
• Display ads • Print on demand • Email
• Retargeting
• Track online / call-in orders • Increase revenue, conversions, and sales
• Digital metrics • Improved customer reviews and ratings
Analytics • Engagement metrics via social channels
• Track via coupon codes and/or call tracking
• Test with stores and monitor traffic
Marketers integrating all channels are more than twice
2X+ as likely to report higher marketing effectiveness vs
those using fewer channels and less integration.
Source: Heinz Marketing
© 2022 OneTouchPoint Corporation—Confidential & Proprietary 12More About OneTouchPoint
One Partner for the Flawless Execution
of Modern Brand Programs at Scale
OneTouchPoint helps brands and organizations
marry form and function with beautifully-crafted
marketing assets, produced at scale with
purpose-built technology, a full suite of digital
marketing capabilities, and managed services
for the marketing supply chain.
Fortune 500 companies choose OneTouchPoint
as a single-source provider to elevate their brands,
increase margins, and speed time-to-market.
Learn more about how OneTouchPoint can help you deliver a
flawless brand experience—combining unparalleled responsiveness
with the market power of a single-source supplier.
Visit 1touchpoint.com or email info@1touchpoint.com
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