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Published by Jane Cirigliano, March 26th, 2013
Targeting is the key to reaching potential customers who are already predisposed to have an interest in your products and services, and to converting those prospects into customers. Here's the first in a series of blogs exploring several types of targeting and how each can be used to grow your customer base. Geo-targeting Mobile marketing is much more involved than simply having a mobile compatible website. Search engines are now putting an emphasis on local search results for users on mobile devices. When you combine local business mobile searches, paid geo-specific search campaigns and the growing geo-location aspect of search results, digital marketing can take a whole new direction for local businesses. Consider this:
  • 89.9 million American consumers accessed retail content on their devices in July 2012. (Comscore 2012)
  • 80% of smartphone users access social networking sites on their devices. (Forrester 2012)
  • 74% of smartphone users use their devices to find location information, such as directions. (eMarketer 2012)
  • 70% of smartphone users called a local business after searching on a device. (eMarketer 2012)
  • 40% of all Internet traffic is expected to come from mobile devices in 2013. (Forrester 2012)
How do you use digital marketing to convert local leads into customers? Retargeted online advertising, optimized mobile websites, targeted paid search campaigns and social ad targeting are the marketing mix required to reach your audience. You will want to combine mobile paid search ads with relevant local information. Your business should also be very active on social media to drive consumer engagement. For more information, or to get started on your geo-targeted digital marketing campaign today, contact Jane Cirigliano at 800-606-1610.
Published by Nat Miller, March 19th, 2013
The morning is cool and wet, but not unpleasant. The sun isn't shining, but light is slowly seeping through the early fog that lays just off the Schuylkill river. We are on boathouse row in Philadelphia, PA. Boats have been on the water for over an hour as we toe the line for the Anton Paar 5K, a race organized to support The Wounded Warrior Project.
Jane Cirigliano working the 5k
The gun goes off and as the OffWhite team continues past decades of rowing history, the city begins to wake and we are reminded why we came to Pittcon 2013 in the first place, our clients. We are all on our phones, working on various modules of the Ed.it mobile marketing platform. Jane adds marketing events to our online analytics tracker, Abby adds contacts to a newly created mailing list, Steven is editing photos, and I author this blog.
At OffWhite we market differently. We understand our clients, their markets, and the unique challenges presented by operating within a technical industry. Our marketing strategies focus on building integrated marketing solutions that communicate clear messages. Visit our website or contact us today to learn more and see our past work.
Published by Nat Miller, March 12th, 2013
Building a good brand is a science, it's complex, multi-faceted, and incorporates a number of disciplines. Yet when done right, the final result is a strong corporate presence that is recognizable and delivers a succinct company promise. At OffWhite, this is what we do. We work with clients to build industry-leading brands utilizing a sound communications strategy leveraged through an integrated marketing platform to create a perception that resonates with customers.
Many seem to believe that the term brand means “logo” or “mark”, however, while interrelated, they are not the same thing. The logo makes up one piece of the corporate identity, which is a combination of the corporate mark; visual system (typeface, colors, imagery); and editorial tone working together to deliver a single, cohesive, message for a company or idea. Once this message is projected to the industry and consumers, a company’s true brand is realized within the market.
The brand is the perception formed by the audience about the company, and is the culmination of all the components used to communicate on behalf of the organization—the logo, the visuals and images, the identity program, the collateral items, the messages, the products and actions of those selling for or working within the organization. The brand is built by the perception of the audience, not by the designer, and perception is non-negotiable. What is your brand saying about you? 
Let OffWhite help develop a message and marketing strategy to differentiate you from the competition. For more information contact Bill White or Jane Cirigliano at 800-606-1610.
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Offenberger & White, Inc. (OffWhite) is an integrated marketing solutions company based in Marietta, Ohio, USA.
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