The importance of integrating online marketing within your overall marketing strategy

25.06.2013. Alison JobsonOnline marketing is the relatively new kid on the marketing block. It includes any form of marketing that uses the Internet and covers search engine optimisations (SEO), e-mail marketing, social media, pay-per-click, blogging, QR codes, video, online advertising to name but a few. Its counterpart, offline marketing, encompasses the more traditional forms of marketing such as advertising (TV, radio, press, outdoor), direct mail, public relations and sponsorship.


Online marketing continues to grow in importance and the following statistics from the Office of National Statistics illustrate why:


  • In 2013, 36 million adults (73%) in Great Britain accessed the Internet every day
  • Access to the Internet using a mobile phone more than doubled between 2010 and 2013, from 24% to 53%
  • In 2013, 72% of all adults bought goods or services online, up from 53% in 2008
  • In Great Britain, 21 million households (83%) had Internet access in 2013


Online marketing also brings the following advantages over offline marketing:


Improved effectiveness: an online marketing campaign can be adjusted midway through to improve its effectiveness or capitalise on an opportunity that arises. This is rarely possible in the offline arena.  When a leaflet or advert has gone to print it is too late!

Better targeting: online marketing can target specific demographic groups much more effectively than offline marketing.

Real time tracking: the performance of marketing campaigns can easily be tracked, and often in real time, using online analytic tools. Codes and coupons can be used in offline marketing but overall the results are much harder to monitor.

Cost effective: online promotions have unlimited reach and can be relatively inexpensive. Email is very cheap to send in comparison to postal mail. To advertise widely or send a large volume of direct mail can be prohibitively expensive.

Instant conversion: customers can be taken directly to your website where they may make an immediate purchase. Offline marketing techniques often have a longer lead-time to convert a customer into a sale.


Clearly it is extremely important that online marketing techniques form part of your overall marketing mix. However, offline marketing should not be forgotten and often the best marketing campaigns are those that integrate both. As with any marketing planning the key starting point is to determine who your target audience is and what is the most appropriate platform for them.


At Straight Marketing we help businesses to plan their marketing strategy, incorporating a mix of online and offline marketing techniques, and assist them to effectively implement it.


Bing UK search engine launches new look

Bing is rolling out a number of design updates to their search engine, which are designed to make things easier for users to use and understand.

The service itself will be improved due to faster page loading times and what Bing thinks will be more relevant search engine results.

Bing is looking for a more consistent approach across all devices, so is bringing in a cleaner feel to the search engine results.

Peter Maxmin, head of Bing UK said:

“We want to make your search experience quicker and easier so you can get on with the important stuff…”

In the UK and Europe, Bing is looking for a much larger marketshare, as Google holds a massive dominance in the Search Engine market, compared to the more competitive US market.

Check out the new Bing homepage and let us know what you think of the new layout and search engine results.  Will you be making the switch from Google?

SEO News: Google finally releases analytics app

It has been a long time coming, (not as long as a Brit in the final of Wimbledon granted), but Google Analytics have finally announced an official app.

The Google Analytics app uses a “swipe” interface to switch between screens, which allows many reports for all of your Google Analytics profiles.  All of your Analytics dashboard info, goal alerts and real-time analysis will all be available to you on the move!

Peng Li of Google said:

“Our users have been asking us for a Google Analytics app for some time now, and we’re so excited to make it available today…”

…This project has been a real labor of love, and we’re thrilled that users can start downloading the app today…”

The app can be downloaded from the Google Play store for Android users.  Have you tried the new app?  Let us know what you think in the comments below!




Hello From Skyline Marketing.

I found this info-graphic earlier, via visual loop, and its quite staggering that 23% of British Companies DO NOT  have a website, let-alone not actively participate in any SEO. A recent report on the BBC’s website stated that, the UK is the ‘most internet-based major economy’. So if you have a UK based company why would you choose NOT to have a website and have an active SEO programme? A good website and SEO programme isn’t a ‘cost’ its an ‘investment’.

Enjoy the Stats..

SEO Bristol and Exeter website stats

Good.bye to – SEO implications?
June 22, 2011

Good.bye to – SEO implications?

Thanks for visiting Skyline Marketing, SEO Company in Exeter, Devon.  The true British summer is upon us of rain and people looking at the sky scratching their heads and wondering when the sun will appear…

In other news, Icann the Global Internet body has given the go-ahead for one of the biggest changes in the history of the Internet. The popular suffixes of .com/.org/ will no longer be on a list of  about 250 domain suffixes but they are to be opened up to an unlimited landscape of dot.anything!

The cost of $185,000 to have your own .seo .internetmarketing .skylinemarketing may be a little restrictive to some smaller companies, however we can no doubt expect to see .google .microsoft .apple appearing in our Search Engine Results and advertising in the not too distant future.

Are companies going to really make that effort to push you away from the globally renowned .com for the sake of a better domain name?

The evidence is already there.  Here is something to ponder – (and it really goes to prove how Social Media is the latest SEO & Internet Marketing tool on the Internet) – how many billboards do you see now that has a companies website address?  Look closely… the vast majority of companies are now making sure they have their own Facebook URL in their advertising more-so then their own web address.  (For the record, you can visit ours at )

Now Social Media is a huge thing in our SEO circles, however one technique that over the years has bought excellent results in the Search Engine Results, is having a keyword domain – for example  In recent times, Google has said it would give less weight to keyword domains, however it seems for now that companies creating their own suffix will be able to create their own keyword domain also.  We think overall that having a keyword domain will prove less useful – surely this decision has nothing to do with Google?

Speaking of Google though – the global Search Engine has changed its homepage and one of the features that has finally been dropped is the “I’m Feeling Lucky” button, which would automatically load the top ranking search result.  This is probably due to Google having an auto-search that starts showing  your Search Engine Results as you type your keyword search query, although some believe it has been removed due to Google having less faith in its top results… We will let you decide!

Rural Broadband, Legal Challenge to Digital Economy Act & Paypal sues Google
May 30, 2011

Rural Broadband, Legal Challenge to Digital Economy Act & Paypal sues Google

Welcome to Skyline Marketing’s review of the weekly technology News covering Internet Services, SEO & Internet Marketing.

It has been announced that nearly £50million of investment for Devon & Somerset (£30m), Norfolk (£15m) and Wiltshire (£4m) is to be provided to help these rural areas provide high-speed broadband internet services.  Existing pilot schemes currently exist in the North & Scotland.  The investment is part of a £530 million allocated from the Comprehensive Spending Review.  Further announcements for other rural areas for faster Internet Services are likely to be made during the current parliament.

Tenders for the contractors to carry out the upgrading of the internet infrastructure will now take place, and it is expected for the upgrades to take some sort of shape within 12 months.  Internet Service Providers (ISPs) including o2 who were recently named fastest for download speeds, will hopefully at this point be able to install their equipment and offer cheaper deals to those in rural areas.

In other news, BT & Talk Talk are to appeal against a ruling in the controversial Digital Economy Act.  The telecom and Internet Service Providers believe the anti-piracy legislation within the act are contrary to European Laws on privacy and commerce.  The legal challenge has arisen as the act requires Internet Service Providers to hand over the identities of people who are believed to be committing piracy breaches to music labels and the such.

However, the High Court believes this is not breaching privacy or commerce laws and as a result the law that was hurried through shortly before the 2010 General Election remains in tact.  BT and TalkTalk are now taking leave to appeal this decision to the Court of Appeal.

Finally today, Microsoft Mach II (Google), has once again upset another worldwide corporate success – PayPal – this time over claims that Google has stolen Paypals “mobile wallet” technology that Google launched last week.  The technology allows users to pay for products in shops with their smartphones, and surprisingly enough as is generally the case, it has already been a success in Japan.

Osama Bedier, who was previously a former PayPal executive, was hired in January this year by Google and became their Vice-President of Payments.  In the Court papers Paypal said:

“Google put Bedier in charge of its mobile payment business, virtually ensuring that Bedier would misappropriate PayPal’s trade secrets concerning planning and competitive assessments in mobile payment.”

Google declined to comment until it had received the complaint in writing and had had time to review it thoroughly.

Thanks for taking the time to read, we will be back with more SEO, Internet Marketing & Technology news soon!  Have a great bank holiday from all at Skyline Marketing, Exeter, Devon.

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