Digital marketing today is in a constant state of evolution. As content and data are at the heart of all marketing activities and drive key business strategies, companies are forced to adopt a cross-channel approach to marketing. This is where an integrated digital marketing campaign pitches in and helps to streamline the whole process.
What is an Integrated Digital Marketing Strategy?
It is the process of utilizing all available digital channels in such a way that each channel works together by focusing on their strengths and multiplies the effectiveness of the overall marketing strategy. Each module of digital marketing has a power of its own, but when they are put together in a unique way it creates a snowball effect. This effect is what is exactly what is achieved by an integrated digital marketing campaign.
All companies need to have an integrated digital marketing campaign in order to maximize their potential of marketing efforts and reaching out to more customers. There are several advanced digital marketing courses that can help you become an expert. Here are some steps to conceptualize and implement an integrated digital marketing campaign:
- Understand your Target Audience
Today’s marketers have a plethora of choices to promote their offering. But before you start off, ask yourself this important question – who is your target audience and how best to reach out to them? It is important to clearly identify your audience based on demographic and psychographic attributes like age, location, attitude, interest or behaviour. This will help you to develop messages and identify the best digital channels to reach out to them.
- Select your Channels
It is not necessary to be everywhere. But you should pick out the best digital channels that help you achieve your objectives and stick to them. There are several marketing channels like Email, Social media, search engines, paid ads and each one of them impacts the customer at different junctures in the path of their purchase. An advanced digital marketing course can help you find the right channels for your products and goals.
- Maintain Consistencies
Your visual identity in all those channels should be consistent and deliver the same brand message no matter what. It does not mean that you should use the same logo everywhere. Rather you should maintain the same look and feel – style of graphics, common colours or fonts, etc. Adopting a coherent approach is very important in an integrated digital marketing campaign.
- Create Quality Content
Content is king and has the power to make or break your marketing campaigns. Follow the rule of three C’s when designing your content – Clarity, Compelling and Consistent. In addition to this ensure that the content you develop can be broadcasted in multiple channels. For instance, if it is a blog post, you can post an excerpt on LinkedIn or tweet a series of informational pieces.
- Deliver Uniform Message
Remember that your ultimate aim is to drive more traffic to your target whether it is a website to initiate a purchase, a blog or social network like Facebook or Twitter for more engagement. Allow each digital channels to complement each other and convey the same message everywhere. Use common phrases or keywords that the audience can immediately relate to. While the general theme of each channel may vary, the message should be one.
- Streamline Team Efforts to work together
Don’t have multiple teams working on disparate projects. Instead, facilitate team meetings to ensure that all members are on the same page. This will ensure consistency throughout the campaign and maintain a similar look and feel across the channels. For example, if your website needs engaging landing pages, your content, SEO and brand teams should work together to design the overall layout and eradicate redundancy.
- Track and Assess
No customer buys a product in the first look. The general consensus is that it takes around 5-7 impressions before a prospect turns into a customer. Once a lead is generated with the use of one channel, you can follow it up and engage them more with another channel. The important thing is to assess how well your digital channels help you in this endeavour. Once you have the data, analyze the performance of each channel and see where you can improve. Adjust your campaign with this data and maximize the conversions.
Get Ahead of Competition with Integrated Digital Marketing
Find a way to make your digital channels work together and join forces to create a cohesive marketing campaign for your target audience. Think through your entire strategy so that everything is mapped out consistently. Like they say it makes a huge difference when you have the power of more than one, an integrated digital marketing campaign has the solid power to take your brand to a whole new level. Learn more about the power of integrated digital marketing strategies with the help of advanced digital marketing course.