The importance and benefits of integration

In this step, we will look at the importance of combining different digital marketing techniques into an integrated campaign and some of the benefits that can be gained from this.

We’ve looked at a range of digital marketing elements such as banner advertising, email marketing, pay per click, social media, content marketing and search engine optimisation strategies. Integrated marketing is a strategy that encompasses all of these marketing tactics, so you deliver the same core message to your audience across multiple channels.

For example, a brand’s integrated marketing campaign may start with a TV ad that features a famous catch phrase. This catch phrase could then be used on pay per click adverts, promotional emails that are sent to a customer or as a hashtag on its social media channels. The aim is that the consistent use of the catch phrase through all forms of messaging i.e. emails, social media posts and adverts, creates strong consumer awareness and association with the brand.

Integrating your digital marketing strategies can bring about a host of benefits. Firstly, it can elevate your brand image. Think about how many various ads a customer sees every day online? By delivering consistent core messaging across diverse channels, customers are more likely to stay loyal to your brand and have a more enjoyable customer experience.

The more visible your message is across digital channels, the more likely you are to reach a wider audience and stay in the mind of the customer, leading to increased brand awareness. Brands will often notice a massive saving in advertising expenditure by narrowing down their marketing efforts to focus on a clear message that is simple to understand. Cost-effective strategies like this can mean an increase in revenue for the brand!

Delivering targeted marketing messages to your audience is incredibly important in integrated digital marketing. Brands want to target their audiences on the digital channels they use and value the most. This is where data analytics can play a key role in a successful integrated marketing strategy. Brands are able to use data to understand customer demographics and their previous history engaging with the brand, to deliver appropriate messages to the right people at the right time! For instance, this data can help brands post content when their customers are most active on the social media channel or send a personalised promotional email on products their customers may have previously browsed.

With digital channels being such a big part of our lives, integrated digital marketing is the most effective way for brands to build an online presence. Most brands use an integrated approach to marketing these days. By turning marketing campaigns into multi-channel experiences, they can build greater brand recognition, awareness and loyalty and target new audiences all over the world!

Can you see the importance of integrated digital marketing? Share what you have learnt in the comments below.