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 channel 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.

Also Read: Digital Marketing Career Scope, Jobs Opportunity & Salary in India

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 courses.

These days digital marketing is an essential part of an overall marketing strategy for every business. The World Wide Web is huge and marketing on it can be overwhelming because it is so vast that you can’t really cover it all!

But keeping the following three aspects of digital marketing in mind can get you covered!

Website (Basic Aspect)

A website is that element of online marketing that defines the existence of your business. Don’t think that only e-commerce businesses need websites. If you are running a brick and mortar store, customers expect to search information about your business through the website before they pay you a visit. A website is a testimony of your trustworthiness in this internet savvy world. So make sure it looks good, is professionally built, optimized to catch the attention of target audiences and has great content organized in a very clear, simple and easy to navigate form. Your website talks a ton about your attitude, so make sure it appeals to people you want as your target audiences. Just make sure that the website information should always be authentic, relevant and updated at regular intervals.

Social Media (Important Aspect)

Social media platforms such as Facebook, Twitter, Instagram, Pinterest and many others are a great way to connect with crowds at a large scale. You can follow informative pages and people or create your own groups to attract target audiences and like-minded people. With features that support advertisement of their own business and products, they are definitely adding value for the members. These platforms are also becoming kind of trendsetters and therefore, ideal for tapping the pulse of what is popular and trending.

Search Engine Optimization – SEO (Most Important Aspect)

You can try to wish, but it won’t go away. SEO matters and if you want to get noticed by the search engines, you have to follow the metrics and tips to get your content and advertisement optimized. High scoring keywords, long tail keywords, meta tags, original content, unique topics etc. are some of the ways to get your SEO in place. There is no point of digital marketing if your advertisement does not reach the target audiences. You can either learn SEO yourself or hire an SEO expert/agency as per your budget but don’t ignore its importance. SEO is that powerful tool in your online marketing kitty which can give you instant visibility, exposure and branding to your business.

Online marketing courses can also help you in understanding the finer details of these three key aspects. Enrol yourself into a digital marketing course and build yourself a successful career.

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