Increasingly, the conversation about online marketing is turning toward the concept of integration—specifically, of developing an integrated marketing strategy. Certainly, every business needs its own integrated marketing strategy, but exactly what does this mean, and what makes it so indispensable?
Simply put, integrated digital marketing rests in the idea of cross-channel effectiveness—that is, in the notion that there are many different disciplines within the digital marketing world, and they are best implemented together, harmoniously. You won’t get the best results simply by focusing all your efforts on SEO, or on PPC, or on content marketing; you’ll get the best results when you understand how these different disciplines relate to one another, how they can be used in tandem to meet the same goals.
How Integrated Digital Marketing Works
We could point to several different examples of what an integrated digital marketing strategy really looks like in practice; here are just a few categories to consider.
AdWords and Search Engine Optimization
These are two distinct online marketing disciplines, yet they are related in more ways than you might first think; both revolve around keyword implementation, and both can be powerful ways of dominating the Google search engine results page. Indeed, to truly blanket the SERP, you have to have both organic and paid results, which means using these two disciplines hand-in-hand.
UX and CRO
A good user experience is necessary for getting conversions; if you want to turn your website traffic into paying customers, you’ve got to ensure a website experience that is convenient, easy to navigate, and ultimately helpful in addressing consumer needs. UX and CRO endeavors overlap considerably, then.
Organic and paid social media
If you want to build brand awareness on Facebook—and ultimately to use Facebook to generate website traffic—is your best bet to focus on organic reach or on paid ads? The answer is both. With any social media marketing endeavor, paid ads and compelling content gain strength and effectiveness when they are used together.
Branding and ORM
The work you put into branding your company ultimately pays off when it comes to your online reputation; the more brand-enhancing content you release, the better your company is likely to come across to search engine users. This helps SEO, too, actually, as branded keywords are essential to any SEO endeavor.
Digital Advertisers are fond of saying that content is king—and in many ways that’s very true: The creation of compelling, value-adding content can be beneficial to your social media marketing, SEO, online reputation management, and virtually all other marketing disciplines.
Analytics and reporting
Finally, note that reviewing website data and analytics can provide you with actionable insight into all of your marketing channels—making it the bedrock of any integrated marketing approach.
Pulling All of Your Marketing Campaigns Together
It is certainly possible to consider your marketing efforts in siloes—to think about SEO without considering its benefit to PPC, for example. To take this siloed approach diminishes the power of both, though. Taking advantage of every possible opportunity requires you to have a more holistic view.
That’s what integrated digital marketing is all about, and it’s something we urge businesses to consider. To learn more about how integrated digital marketing can benefit your company, reach out to the Sefati Consulting team at your next convenience.