March 23, 2006, 12:00 AM

Mixing online and offline marketing puts new shine on Goldspeed.com

With competition over keywords in its market raising the cost of search engine marketing, Goldspeed.com is improving its overall marketing ROI by putting more of its focus on combined e-mail and print advertising campaigns, CEO Neil Kugelman says.

 

With competition over keywords in its market raising the cost of search engine marketing, Goldspeed.com is improving its overall marketing ROI by putting more of its focus on combined e-mail and print advertising campaigns, CEO Neil Kugelman tells InternetRetailer.com.

“The ROI on search keywords is not as good as it used to be, so we’re looking at other marketing strategies,” Kugelman says, adding that he believes that several new merchants have forced up the bidding for jewelry keywords. “But as online ads have gone up in price, some opportunities in offline advertising are now more favorable.”

In recent months, Goldspeed.com has run print ads in specialty magazines including Brides while also running complementary radio spots and e-mail campaigns targeting its customer base. The result has been an increase in traffic and visitor-to-buyer conversion rates among new as well as existing customers Kugelman says

“It’s not simple, but we’re coordinating e-mail marketing with print and radio so that all channels have the same message,” he says. “It’s been pretty successful and has exceeded our expectations in generating traffic and conversion rates.”

Due to its success with specialty magazines, Goldspeed.com is now testing ads in newspapers in three separate parts of the U.S., again coordinating the print ads with radio spots and e-mail marketing.

By including newspapers in the marketing mix, Goldspeed expects to reach new customers while also building its brand and helping to increase the level of confidence among consumers still skittish about shopping online, Kugelman says. “This should increase the comfort level for consumers new to online shopping when they see us advertised in a newspaper they’ve been reading for the past 20 years,” he says.

 

 

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