Integrated Digital Marketing Strategies

What is Integrated Marketing?

Integrated marketing is a method of engaging consumers with your company or brand that combines all parts of marketing communications to work together and assist the customer along their journey of awareness to loyalty and advocacy.

- The Data & Marketing Association, the world's largest trade association dedicated to advancing and protecting responsible data-driven marketing

These communications include advertising, sales promotion, public relations, direct marketing, and social media as well as customer support and customer relationship management. Integrated digital marketing strategies rely on all the tactics, methodologies, channels, media and tools to work together toward a defined goal that is centered on the client or customer needs.

An integrated digital marketing strategy is built on the same basis as any other business strategy.  You need to: 

  1. Have a clear mission statement 
  2. Define high-level objectives 
  3. Make decisions on core tactics often driven by budget 
  4. Set Key Performance Indicators (KPI) 

Developing A Company Strategy

Porter's Five Forces, a model for evaluating a company’s competitive landscape (including Competitors, Buyers, Substitutes, New Market Entrants, and Suppliers) is a framework for developing business strategies.

The goal of developing a company’s strategy is to find a market position and competitive position in the industry where the company can gain and defend its share of the market. The Internet has seriously complicated the job of developing a company’s strategy.

The speed of change, the low barrier to entry and the democratization of tools and knowledge have impacted all industries, some more than others. Most business leaders know their industry but understanding the digital tactics of competitors, the changing behaviors of customers, and a lack of knowledge of substitutes leave leaders unable to craft a winning strategy.

Harnessing the Power of Digital Marketing Through Strategy

A comprehensive and strategic view of business includes Integrated Digital Marketing Strategies that considers how technology intersects with real life. Harnessing the power of your digital marketing strategy is a priority for every business. Let’s be honest: digital marketing is complex.

VIEWS Digital Marketing Agency, part of the largest digital marketing agency network in the world, can be your digital marketing guide. We not only understand the complexities of digital marketing, but we also realize the challenges traditional companies face when trying to implement digital marketing strategies.

Take a look at WSI’s Digital Strategy Map. It was created to show businesses the many different paths and tactics can be taken on a customer’s digital journey. 

Finding the Best Customer Journey on the Digital Marketing Strategy Map

The map shows the complexity of the paths and tactics one can take to get to the desired outcome with many elements overlapping and being interdependent. We read this map the same way we read any map, start with “you are here.” This refers to your online presence and the only thing you absolutely control is your website. So, we set that as the hub of our digital strategy map.

Your website should be graphically appealing, user-friendly, mobile ready, conversion focused and search engine optimized. That is a mouthful! But fear not, we can get you to that point!

Then we need to decide where you are going and which path will get you there most effectively and efficiently to create new value for your business. It sounds easy, but strategizing about digital marketing before taking action is difficult and often overlooked. But with most major decisions, a little strategic planning goes a long way in the digital marketing realm. It saves you marketing dollars, increases your return on investment and streamlines your digital marketing process.

How A Digital Marketing Strategy Creates Value

To succeed today, companies need strategies designed to relate to the new customer behaviors.  Some of the top digital marketing strategies include:

Digital Advertising – Digital advertising includes pay-per-click ads on search engines and social media, display ads in publications and other websites, video advertising ad rolls, native advertising videos and blogs, influencer advertising and text ads.

Search Engine Optimization – Optimizing website content and message to assist search engines in understanding your customers, location, products, and services help your website place on the first few pages of a search engine. Over 90% of search visits come from the first 2 pages of search results.

Social Media – Social media although relatively new is totally integrated into our communication patterns and is a critical method of sharing and promoting businesses.

Content Marketing – Content is king on the Internet. Without content, visitors do not understand your products and services. Ongoing content provides context and expands on the value that your company can provide.

Email Marketing – A tried and still true method of connecting with your market. If used appropriately, email marketing keeps your brand top of mind and provides valuable information to your target market.

Marketing Automation – Marketing automation is a method of personalizing content, email, and all communication for your target audience making your message more effective and desirable.

Reputation Management – Online reviews and social proof have become key in the battle for clients. We trust companies and products that our friends and associates recommend. Without a good reputation, your business is sunk.

Conversion Optimization – Driving traffic to a website is the first challenge but getting conversion is the goal. There are many strategies and tactics that can be employed to enhance the conversion of your website and web properties.

Strategic Digital Marketing Steps in the Customer Journey

Awareness

  • Advertisement
  • SEO
  • Social Media

Engagement

  • Social Media
  • Content Marketing
  • Email

Subscribe

  • Conversion Optimization
  • Social Media
  • Automation
  • Content

Convert

  • Conversion Optimization
  • Advertising
  • Content
  • Social Media

Loyalty

  • Automation
  • Content
  • Reputation
  • Social

Promote

  • Reputation
  • Social Media

Develop your digital marketing strategy.

Views Digital Marketing is skilled in developing digital marketing strategies and would welcome the opportunity to talk with you about your company and plans.