What do you do when your marketing strategy isn’t working? It’s a question that drives many of our clients to us. Even in today’s automated and small team-oriented marketing world, increasing your conversion rate is never as simple as clicking a button. One key to help you get there is having an integrated marketing strategy.
What is Integrated Marketing?
The main principals of integrated marketing are unified and unbroken branding, as it applies to brand experience, communications, collateral, social media and web presence; cross-channel integration, including but not limited to social media platforms, digital marketing campaigns, direct marketing, and stakeholder outreach; and balance, relying on analytics to help identify success and continue to evolve marketing efforts.
In an older blog, we focused on the 3 Reasons Why You Need an Integrated Marketing Strategy: (1) It is cross-channel, (2) it is customer focused and (3) it has checks and balances.
These three reasons still hold true today, and in the time since the last blog, some things have changed while others have stayed the same. We have more exact digital marketing tools, better analytics, our platform integration goes farther than before, and more tools are on their way. Suffice to say, digital drives integrated marketing, so we have added the three reasons why you still need an integrated marketing strategy.
1. It is targeted
Targets are essential in all marketing strategies and campaigns. They are the backbone through which a master marketing team develops the infrastructure of any marketing effort. New digital marketing platforms have greatly improved targeting methods. With the integration of list segmentation on many digital platforms (including Facebook, Twitter and LinkedIn(,targeting for digital campaigns is easier and more impactful than ever. This saves you time, energy and money.
2. It is data driven
We leverage data in every marketing campaign we conduct. It’s the best way to know what’s working and what’s not. Most – if not all – digital marketing and analytic platforms have this built in, yet there is still an essential human element: collaboration. Don’t limit yourself to one form or mode of analysis. Sharpen the accuracy of your data by leveraging multiple analysis platforms and perspectives. These data streams will continue to improve the more you monitor, track and make strategic decisions based upon data. In a way, your strategy evolves with your measurements.
3. It is responsive
Desktops, laptops, smartphones and tablets are just platforms. It doesn’t matter what the device is, they are channels to reach audiences, and there are more and new ways to target potential customers every day (including smart televisions, homes and cars). A successful integrated marketing strategy leverages as many platforms a possible in a balanced and calculated way. With a responsive strategy based on past performance, your campaigns will connect with and influence more audiences than other forms of outreach.
Should you have any questions about integrated marketing, or would like help creating a marketing strategy of your own, please reach out!