5 Tips to Create Integrated Marketing Across Web, Mobile, Social and Email
Integrated marketing across multiple online channels isn’t some passing fad. In fact, it’s based on three of the most fundamental principles of direct marketing:
- Repeated and reinforced messaging drives a higher propensity to buy. Marketers can significantly improve the effectiveness of their online activities through repeated messages, whether announcing new seasonal products or highlighting a holiday promotion.
- Landing your message near the time the purchase decision is made will drive higher buying behavior. Integrated marketing improves the odds that your message will be seen during the active purchase decision period.
- Direct marketers know that you need to offer your products where your buyers already are, whether that’s through a search engine, social network, website or mobile device.
For marketers determined to improve direct response effectiveness through integrated digital marketing across channels, here are five tips to keep in mind as you roll out or enhance an existing integrated marketing program:
1. Don’t manage interactive channels in silos. This advice speaks to how companies organize and structure teams working on these activities. For example, some organizations have sales or revenue owners manage the e-commerce store, while a CRM or customer service group manages email and the marketing team manages social media. This is especially true of social media, which many companies view as an activity to be managed independently of a website or other digital channels.
This structure is suboptimal and it reminds me of the early days of the web, when brands built and managed their online websites and stores as separate businesses from their catalog and/or brick-and-mortar stores. Some even spun off or sold their dot-coms. Of course, in the end, common sense asserted itself. Many of these brands reversed course and tightly integrated their online activities with the management of their brands in other channels.