6 Essential Strategies for Mastering Integrated Digital Marketing in 2023: A Comprehensive Guide by Bonelli Systems
In the digital age, your clients are in control. They decide where, how, and when they receive information about your product. Now more than ever, your marketing platforms need to communicate a unified message with a single objective. In short, you need an integrated digital marketing plan.
According to Lisa Alloca of award-winning integrated marketing agency Red Javelin Communications, “Buyers no longer learn about products and services through a single channel or follow a set path through the sales funnel.” They have mastered the ability to navigate across channels and devices to find what they need. Ensuring your brand is consistently presented to consumers “creates a surround-sound effect that enhances your brand in an increasingly chaotic marketplace,” says Alloca.
At Bonelli Systems, we understand the importance of an integrated approach to digital marketing. We offer a range of services, including Digital Marketing, Social Media Marketing, Search Engine Marketing, and Search Engine Optimization, to ensure a cohesive and effective marketing strategy for your business.
Building an Effective Integrated Digital Marketing Campaign
Ahmed Kareh, managing partner at Twistlab Marketing and an adjunct professor at Brigham Young University, says that having an integrated marketing communications (IMC) strategy makes the difference between advertising done on purpose and advertising done by chance. “An effective IMC will lay out a core message, emphasize your competitive advantage, speak to the right target market, and customize the message to meet complementary media channels. The message is essentially the same across all platforms, but the delivery style will change.”
Here are six techniques to make your integrated digital marketing effort more effective:
1. An Integrated Team for an Integrated Campaign
Chris Blessington, Vice President of Corporate Marketing and Communications at Smartsheet, a platform for collaborative work management (CWM) that facilitates collaboration with stakeholders and teams, says, “consistency plays a major factor in how your brand is perceived.” But how can you maintain consistency when different teams are handling diverse campaigns with various strategies?
At Bonelli Systems, we provide a team of AI experts who can help you maintain alignment among all parties. Collaboration is essential if you want to weave a cogent narrative throughout every facet of your campaign.
2. Include Your Customers as Team Members
Online marketing pioneer and New York Times bestselling author Seth Godin claims that “marketing is no longer about the products that you manufacture, but about the stories that you tell.” Stories provide context, and word-of-mouth, a crucial offline and online route, is fueled by human emotion. However, your audience has more power than just spreading your stories. They can be part of your storytelling team.
3. Customer Service as a Form of Advertising
You know what you want your customers to DO, including making their initial purchase, returning as repeat customers, and increasing their spending. But how do you want people to FEEL? At Bonelli Systems, we believe that customer service is a crucial marketing channel. Our customer service team is part of your integrated campaign task force, ensuring that every interaction with your brand is a positive one.
4. Quick Content Acquisition
Your content team has produced compelling, coherent, and straightforward content. Now, your role as a marketer is to strategically and effectively adapt and reuse it. At Bonelli Systems, our AI staffing can assist in creating and repurposing high-quality content for your integrated digital marketing campaign.
5. Success Planning
Before your integrated digital marketing campaign attracts new clients to your business, make sure you have a lead nurturing follow-up strategy in place. With our advanced automation services, we ensure that your new clients’ experiences remain smooth, fostering trust and guiding them down the conversion funnel.
6. Monitor What Matters and Take Notes
Almost everything in digital marketing can be measured, but that doesn’t mean it should be. Set up tracking that will gather reliable data and decide in advance what success will look like. At Bonelli Systems, we offer tracking and analytics services to help you understand which of your marketing channels are the most successful and which need improvement.
Ultimately, the key to maximizing the effectiveness of an integrated marketing campaign is a cross-functional team working toward a shared objective. At Bonelli Systems, we’re here to help you achieve that objective with our comprehensive range of services and products.
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