How To Develop Integrated Digital Marketing Strategy?
Integrated Digital Marketing
As search engines continue to change, so must our strategies for maintaining powerful online presences. Gone are the days where little one-off marketing techniques made an impact. Now, the game is all about providing the user with an all-encompassing experience online. In order to create this experience for your website’s visitors, you need to combine a lot of digital strategies into an “integrated digital marketing” campaign.
It’s Importance
In ‘Integrated digital marketing’, businesses required to work towards connecting various marketing activities across different media in actual time. You cannot think of campaigns as some vague units of measurement with respect to marketing expenditure. The entire world is thriving and has a presence on the Internet. The same holds true for brands as well. Brands need to be present in a significant way on the web, and they can achieve this by understanding that concepts such as integrated digitall marketing are not simply nice ideas, rather the driving force behind the evolution of their brand in today’s tech-savvy world.
Key elements of an integrated digital marketing strategy:
Management of digital presence
The website of a business is perhaps the foundation with regard to its online visibility. With the implementation of what is termed as ‘Responsive Web Design’, customers will have the opportunity to use the website from different devices which they own or might purchase in the future. Even if it means higher upfront expenditure as compared to your existing costs, it will definitely end up being cost-effective in the long run.
Content design and marketing
With the world shifting to the online space, content is key when it comes to successful marketing for any business. Content marketing being utilized by businesses for creating awareness about their primary message among their target audience.
An important point to remember is that, whatever content created as part of your content marketing strategy should not appear to be sales-oriented. Businesses need to develop informational content. Whether in the form of blogs, ebooks or videos. Which is useful for the audience and does not necessarily force a sale action.
Creating online engagement
In fact, when businesses make an appearance on different pertinent social media platforms, it is vital to make use of these individual platforms in the best possible way to garner their unique advantages.
It is not simply about being present on different websites, but also utilizing social media functions to expand the ways in which you engage with your customers. Businesses need to get feedback by asking the target audience relevant questions.
Team integration
When you have individual traditional and digital marketing teams, it can result in competing or conflicting priorities. As such, it is vital to find a way to handle the integration of people and teams as far as marketing is concerned. Formulating integrated plans is significant for initiating this process. Businesses need to break down rigid ways of thinking, hierarchies and operational barriers that exist within the company.
SoLoMo
At the centre of integrated digital marketing lies SoLoMo or Social Local Mobile. We are aware that smart phones have become synonymous with our modern lifestyles. Therefore, it becomes important to understand where exactly your buyers are located and when and how they try to contact you. Is your buyer using a computer or a cell phone? Are they stationed somewhere or moving around? When do they most require your brand’s product or service?
Performance measurement
Prior to implementing any of the elements of an integrated digital marketing plan, it is vital to formulate certain metrics that allow you to measure their ultimate value or effectiveness. Thus, try and analyze noticeable changes in customer engagement. This helps you to know which aspects of the strategy are working and which are redundant.