We are all familiar with the posters and flyers that we often see in the entrances of our apartment buildings. This is classic offline advertising, which is still actively used today. It is often said that online advertising does not bring the expected results. In this article, we will dispel the myth about the ineffectiveness of online advertising and consider how a comprehensive approach to marketing helps to achieve maximum results.

What is integrated marketing?

Integrated marketing involves using all possible promotion channels that are suitable for a particular business. For an Internet provider, these may include:

  • Leaflets and flyers in new residential complexes (as in the case of the provider)
  • Contextual advertising
  • Active social media management

This approach helps not only to increase brand awareness, but also to build customer loyalty by influencing the various stages of their purchasing decision. In the case of an internet provider, advertising should cover all aspects so that a potential customer can find the company at the very moment when they decide to connect to the internet.

Why is contextual advertising important?

Contextual advertising is important because the customer already has a formed need to connect to the Internet and is likely looking for an answer through a search engine. If you don’t take advantage of advertising at this stage, you may lose the customer. After numerous tests of advertising campaigns, we have selected the most effective options:

  • Brand campaign
  • Internet connection campaign
  • TV connection campaign
  • Competitor campaign
  • Dynamic campaign
  • Remarketing

Campaign results

  1. The highest conversion rate (13%) was demonstrated by the campaign for Internet connection, which took into account direct queries such as: “connect Internet Odessa”, “connect home Internet”. This result shows how important it is to pay attention to the most popular queries in a timely manner.
  3. The highest number of clicks at the lowest price was obtained through branded keywords such as “connect to the Internet Infomir” and “Internet provider Infomir.” This campaign also brought in the highest number of conversions during this period – 1,389 conversions. This confirms that integrated marketing, which includes both offline and online channels, helps to increase brand awareness, and then users themselves look for opportunities to connect to this provider.

Contextual advertising – the main source of leads

As the results showed, contextual advertising accounts for 91% of all conversions. All ads led to a specially prepared landing page with promotions, special offers, and other information that was relevant to new subscribers. Here’s how the progress looked:

  • In the 10 months since the launch of contextual advertising, the number of conversions has doubled: from 183 applications in February to 414 applications in October. This was made possible by stable budgeting and continuous improvement of campaigns.

Conclusions and prospects

Since the company did not engage in SEO promotion, paid traffic became the only way to get a large number of leads from the Internet. But the next step for the company will be to develop organic traffic and improve the website, which will increase the number of conversions without additional promotion costs.

This case study demonstrates how integrated marketing can change the outcome. The right combination of offline and online advertising, as well as the effective use of contextual advertising, allows you to increase the number of leads and significantly increase conversions without additional advertising costs.

Such strategies confirm that marketing that uses integrated tools works to its fullest potential. All stages, from the brand to specific products, must be interconnected and aimed at one goal: a satisfied customer.