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Integrated digital marketing strategy

Integrated Digital Marketing Strategy: How to Get Started

In this digital age, businesses may need to harness multiple digital marketing channels to reach their target audience. Integrated digital marketing may be the key to a successful marketing campaign.

The internet has transformed the quality of life in remarkable ways. For one, it has enhanced relationships. With telephone and computer, connecting with friends and family members is stress-free. The out-of-sight-out-of-mind singsong does not hold water anymore. Romantic partners can now be involved with each other’s daily affairs even when they are on two different continents.

Businesses—big and small—have gotten a lion’s share of the benefits of the digital space. The digital marketing world will dangle your product and services in the faces of your potential customers for a paltry fee. If you have not moved your business online, you are leaving too much money on the table.

Little wonder that Bill Gates in 2018, said, “If your business is not on the internet, then your business will be out of business.”

What is an Integrated Digital Marketing Strategy?

Your customers are everywhere, and they’re in charge. They can be found on social media, via a search engine, via emails, among other channels. In this digital age, businesses can no longer depend solely on only one channel to reach customers. Businesses have to constantly work to gain customers’ attention before any meaningful conversion may occur. It may take a customer seeing your product more than once, and on multiple channels before they convert.

In addition, being able to attract and engage with customers at various levels and with various channels is key to a businesses’ overall digital strategy.

In simple terms, an integrated digital marketing strategy is a plan that explores multiple channels of selling products online and connecting with potential customers at every level of the funnel.

For example, while Paid advertising may be the right tool for creating awareness and for lead generation, it may not be right for engagement. To engage customers, email marketing and social media may come in handy, but that same email marketing may not be the best tool for creating awareness.

While each has its own role, digital marketing channels should not be considered in isolation. Understanding the role of each platform in the buyers’ journey, in conjunction with your goals, target audience, and budget is all integral to integrated digital marketing campaigns.

Digital Marketing Channels

At this point, it is important that we identify the various digital marketing channels, they include;

  1. Social media
  2. Content Marketing (Website, Blog, Video, Podcast)
  3. Mobile Apps
  4. Search engine optimization
  5. Email marketing
  6. Pay Per Click
  7. Display banner
  8. Influencer Marketing
  9. Affiliate marketing
  10. Online events

The size of your business does not matter, all you need to skyrocket your sales online is an understanding of the concepts that make digital marketing a blessing to business owners on the internet. I trust that you have heard about Pay per Click (PPC), Search Engine Optimization (SEO)Email marketing, Display ads such as banners and videos, Social media, content marketing, and affiliate marketing. Do not let these fancy names scare you, once you understand how and when to use them, you are on your way to taking the world of digital marketing at the jugular.

This is why in the remainder of this post; I will walk you through the hacks that can help your business lower its breakeven point by a wide margin.

First off, your digital marketing campaign must be informed by customer data.

By customer data, we mean information about your customers, such as;

  • their demographics
  • the history of their engagement with your business.
  • their activities on your business page(s): the products they have looked at, items they have placed in the carts.
  • where they are coming from?
  • the number of times they visit your business page(s).

This means that each time you visit a company’s website they can collect data based on your browser history.

The data collected are used to create a buyer persona, which they use to create their keyword targeting.

None of the digital marketing techniques operates in isolation. They complement each other. For example, as a beginner, Pay Per Click which is pay per click can help your business appear on the first page and top of the Search Engine Research Page according to imForza 75%of online browsers only click on items on the first page of the SERP) while also informing SEO on what keywords are popular.

Display ads are useful for customer retargeting, raising awareness, attracting new customers, and selling to existing ones.

Content marketing is useful for niche authority building and it enhances the effectiveness of off-site SEO campaigns.

Affiliate marketing is more effective for sales generation and web traffic and,

Social media and email marketing build on the existing relationship you have established with customers who have visited the website through any of the above channels. They are effective for customer engagement, relationship building, collecting reviews, ratings, testimonials, customer data, and feedback.

A Case Study

Now let us apply this to a real-life business scenario:

Imagine your own clothing business. Your goal is to attract more customers, increase brand visibility and sales. This sequence can give you the desired outcomes:

First Step, you choose a project you want to promote. In this case, our project is “a quarterly fashion catalog”.

Step two, you use PPC (Pay Per Click) to promote a new project where customers download a quarterly fashion catalog.

Then, by content marketing, you will help put out content containing the latest trends and news in the fashion industry in exchange for their emails.

Next, you launch your social media accounts (and blog) and start building a following (social media), and share your content there in form of topical questions with tracking codes, call-to-action, and links, linking back (backlinks) to your clothing website.

Going further, you send an email to everyone that submitted their email addresses encouraging them to subscribe/follow your business on social media and YouTube in exchange for a coupon offer (email marketing).

Now, the information you have collected from the subscribers’ social media account helps you identify their age, gender, location, and interests (customer persona).

Voila!

You can conduct a targeted campaign using display ad- banner into their Instagram and Facebook feeds and/or browser (display ad) offering 5% discounts to anyone who recommends your brand to friends and family; write a testimonial or share their first purchase on their social media accounts (affiliate marketing).

Conclusion

Mind you!

No matter how good a digital strategy you have, you can always improve for better results. Every business has its peculiar demands and is influenced by various environmental factors. So, these strategies may be adjusted to suit your business needs.

With the use of analytics and market research, the Digital Marketing Analyst can monitor the channels that are most effective and improve on the least effective. Remember, doing better in one channel can help make the next more effective. Each plays an important role in actualizing your overall business goals.

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