Integrating your marketing communication is the only way to operate in today’s digital space, and too many brands are not functioning across platforms effectively.
It’s a common theme to see organisations putting their eggs in one basket digitally without any real cohesive message. It seems simple, but there’s more thought and strategy that goes into it than just posting things!
Recently, I brought back my Monday Motivator – and found that email is still the best form of digital communication. However it was important that I kept up with modern trends, and integrated it across all platforms, as my viewers would find it wherever they went.
Why marketing integration is crucial for business.
Integrated marketing communications is the way you reach your consumer on a wide scale. It means that the brand message and personality you are projecting are cohesive across the different communication channels.
It is crucial that we make use of all of the different communication channels, as we must integrate our brands across platforms, allowing our customers the opportunity to follow, and creating the opportunity to gain new followers. This creates the brand story.
When your digital presence gets to the point where consumers are wanting to interact and seeking you out, it is crucial that you integrate your promotions. At Spike, we recommend that promotions sent through email are followed up with targeted social advertising. This allows our clients to reach an already engaged customer segment on multiple levels, leaving them top of mind.
Technology allows us the access to follow the customer’s digital journey, starting from where they enter your site to where they leave, and how they interact with your website, paid advertisements, and organic posts. It is crucial that the consumer is able to interact with you at any point of the digital journey, and the process of purchasing is as easy as possible. This may mean sending an email to your database reminding them of a specific sale on the Facebook page, or remarketing toward certain email segments.
It is absolutely necessary to involve email marketing as a key function of your integrated marketing communication. This captures users at a time where they are most engaged, and allows for the brand to express their message in a way that no other form of digital communication can do. Using email, you can easily segment your database, and adjust the message that you’re sending. This allows you to test different messages and promotions in a way that you can then bring to a much wider scale using other digital mediums.
As a brand, you must make use of the information given to from the different technology, and curate your digital presence and content accordingly. To create meaningful engagement, we must create meaningful content.
Without the content, you are just another ad.
It is crucial that the created content drives viewership, and implores the viewer to then subscribe.
That’s the difference between integration, and intrusion.
Integration is being available on all mediums of digital communication, giving consumers the opportunity to interact with you. With integration, we can study the consumer and make the processes easier for them, make the product/service better, and produce content that they will find more enjoyable. Giving the consumer the power to make their own decisions is important when integrating across all the different social channels, as this is how to successfully operate online.
At Spike, we specialise in digital integration. We know the absolute best point of contact is through email, as it is the most engaging form of digital communication.
We help companies make sales, drive conversions, and gain leads, not just increase awareness using phony reach metrics.
Get in touch with us at 09-820 9860, or visit book a strategy session if you’re ready to do digital the right way.