Integrated Digital Marketing for Brands

Digital marketing strategies are becoming more sophisticated, and the brands that do it best know one thing – that integrated technology makes a world of difference.

A campaign strategy has many moving parts but the goal of a talented digital agency is to bring everything together seamlessly. That means that ideas, technologies and service must all unite to deliver a customer experience with your brand that seems effortless. And that’s not easy!

The easier route would be to silo services and pair them with individual business goals. For example, an organization wants to raise more money from donations so they increase solicitations to their website donation page. A company wants to sell more products so they increase their Google AdWords budget to rank higher for particular items. The trouble is that today’s consumer isn’t finding your brand through just one medium, but dozens. Your customer shops from any number of devices (desktops, laptops, smartphones and tablets) – and sometimes using more than one device at the same time! – from search engines via organic results and paid ads, to social media, email, text, apps and more. The brand experience no longer has defined start and end points, so brands need to consider as many digital touch points as possible to make a positive, compelling impression.

That’s Integrated Digital Marketing.

By allowing your marketing strategies to be interchangeable across many technologies and traditional “services”, you promote visibility and engagement. One of the best ways to test Integrated Digital Marketing is to focus on one specific campaign, seeing it through every step: strategy, design, execution, measurement, and analysis (about 3-4 months total). This gives you a good sense of how things come together in a short period of time – and allows you to hone in on tangible goals like new website visits, new leads and new social media fans. While sales and donations might be your bottom line, you get there by distributing a diverse mix of media that rewards your prospects – even if they don’t end up transacting immediately.

Clear and concise content becomes essential in integrated digital marketing. The primary purpose of content marketing is to attract and retain customers by consistently offering relevant and valuable content. Keeping customers engaged will help to alter or enhance consumer behavior.

On par with good content is functionality, and specifically responsive websites and email marketing. Responsive web design (RWD) provides consumers with an optimal viewing experience across a wide range of devices and offers users the luxury of navigating without needing to resize, pan, pinch or scroll on their preferred touch device.
Authentic engagement is also critical. Ask questions, get feedback, and understand that there’s always a way to test what’s working and change what’s not.

For more information about Liqui-Site’s Integrated Digital Marketing programs and services for brands and nonprofits, check out: Blueprint (guides and consulting), Bullseye (singular campaign development) and Boundless (ongoing brand management).