Most everyone in the company can understand the benefit of aligning marketing efforts across the enterprise. Purely integrated marketing campaigns can reach multiple channels, solutions and cross-functional goals. By leveraging shared strategies and resources as a unified system, organizations can better reach their marketing goals using less resources with fewer customer touch-points.
The practices of Social Media Marketing, or SMM, and Search Engine Optimization, or SEO, are two strategies that are associated to each other in a number of ways. They are both strategies that have their prime focus on developing an alluring identity for the brand, which helps in attracting visitors naturally.
I’ve been a champion of integrated marketing for years, since way before it was a popular, technology-driven topic. Even though the concept has been around for decades, many business owners still don’t really understand it.
Picture, for a moment, your online presence as a seamless display of your brand’s culture and strategy that aims to attract new customers while also interacting with existing customers. Sounds pretty great, right? To successfully pull this off, your brand needs to understand the importance of content.
Last week the Cross-Channel Marketing Report 2014 was released. The report, which was published by Econsultancy and the Oracle Marketing Cloud (the latter being my employer) was based on a survey of nearly 1,000 digital marketers and ecommerce professionals. As I was reading over the findings one line from the executive summary jumped off the screen: “Integration is a priority for many, but challenges remain.”
Think about it this way: It used to be you’d have a crisis communication plan written and it would stay in a drawer until your PR team pulled it out the following year, dusted it off, and gave it a good rewrite. Now a crisis can erupt online in about 20 minutes if you have one angry employee or customer.
There is no disputing the fact that the world is going mobile, whatever that means. But don’t let the mad rush to mobile bog you down; by focusing instead on marketing integration, your mobile dilemma will take care of itself.
Retailers that deliver on their customers’ expectations and provide them with a seamless shopping experience – whether they are shopping in a store, online or through a mobile device – will win their loyalty and gain a competitive advantage that drives sales.
...revenue generated from social media is a secondary benefit for most companies. There are rare occasions where corporate income is directly attributable to social activity but this is an exception. If it happens, celebrate. Don’t expect it to be sustainable. Use social media as a relationship building tool so you can reduce service costs and improve loyalty. Sales and profitability will follow.