Whatever..
Speaking of one-off's, this word should be one of despair and sheer horror as a marketeer. One-off's are small islands of isolated tactics. One-off ad campaigns for example, even though they seldom exist can turn out to be rather funny - like this. They can no longer be considered as the cornerstone of a companies return on investment. To receive the full value of marketing in today's world - marketeers must be savvy know-it-all's who adopt sophisticated marketing strategies.
Enter - Integrated Digital Marketing.
3. Integrated Digital Marketing
Oooohh integrated - complex word Cal. You need to chill out today - Integrated Digital Marketing requires businesses to fully synthesize their marketing strategies which occur across various media platforms in real-time. Marketing campaigns can not, let me repeat, can NOT be perceived as vaguely interpreted, kind of measurable units of marketing expenditure. NO. Ensuring that a companies approach allows them to tie all efforts together as one business strategy will confirm maximum effectiveness as a goal for the organisation.
Tying everything together..
SO you've considered the various media platforms that your brand operates within - this is the bare minimum. At the moment, the organisation is currently the same as every. other. brand. The company has two options. Take the blue pill - well done, congratulations you satisfactory achiever you, you've created a presence on the internet just like every other brand. But, take the red pill, and rather than just creating a presence, you become a presence. You understand that the best way to achieve this is to understand that integrated digital marketing and the methods that underpin it are not just flowery ideas, but actually the axels around which your brand flourishes.
Your choice.
Here's a snapshot of the few initiatives you'll be undertaking after gulping down that red pill.
Digital Presence Management - A business website is the cornerstone of a brands online presence. Looking back to the last blog post and the implementation of responsive web design, consumers will be able to access the website from their device of choice.
Content Marketing - That old chestnut, here we go again, this really can't be emphasised enough - content is king (see the blog post before last). Conveying their brand message through blogs and videos must not seem forced upon key target audience segments, rather the kind of stuff you might share with someone yourself.
Performance Management - You want to see some physical effects of that red pill? Obviously. By understanding the metrics of IDM the company will be able to monitor changes in consumer engagement so that we know what's working and what's not. Digital marketing analytics can inform a businesses ongoing marketing strategy and current interaction with consumers. Check out Google for a great example.
Online engagement - So you've established social media sites, so now each of them must be used within their unique capabilities. By using the different functions of social media the company is able to diversify the way they interact with consumers to find that right solution. By asking questions, taking feedback and tweaking their delivery, businesses are able to confirm their presence on the digital stage.
In this age, if you don't have an integrated digital marketing plan, you lose that opportunity to differentiate and you don't have an edge. Brands that don't interact with consumers digitally will eventually lose. That's the bottom line. Which pill do you take? That's not even a question, jump on the red board and form the kinds of connections with consumers that will make the difference in today's marketplace.
Peace out.
CLD - BSc Sport Management Graduate - Loughborough University
Twitter: @callumldraper (https://twitter.com/callumldraper)
Facebook: Callum Leslie-Draper (https://www.facebook.com/callumldraper)
LinkedIN: Callum Leslie-Draper (http://lnkd.in/H74fAc)
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