Integrated marketing campaigns unify outreach across a series of platforms in order to improve overall brand awareness and sales. Online, this is often achieved through the use of links and CTAs that encourage site visitors, social followers, email subscribers, etc., to connect with brands on other platforms or share content.
As web marketing becomes necessary for businesses, integrating different channels on the internet has become a key focus.
With internet marketing, integration’s value lies in the fact that it offers multiple touch points to prospects and the effectiveness of some web channels improves with strong efforts on others. Moreover, many marketing avenues on the internet have not fully matured. Staying on top social media, search and other web channels and using them to fuel cross-platform brand visibility will help businesses adapt as the web changes.
Some of the leading benefits of online integrated marketing include:
- Increased brand recognition
- Brand credibility
- Multiple touch points with web audiences
- More opportunities to develop brand loyalty
- Lead nurturing opportunities
- Competitive cross-platform data
Integrated marketing to build web presence and distinct platform success
Each element of an integrated marketing campaign feeds the success of the others. For example, sharing website content via a social media marketing strategy will encourage fans and followers visit the site, aiding website marketing efforts. It will also encourage social audiences to share content, which increases inbound links and overall site traffic, and this can improve SEO efforts as it may help a website’s standing on SERPs of every major search engine.
Strong website content also helps email marketing campaigns. According to a study from Emailvision, those subscribed to business’ email marketing lists are more likely to click on content that provides new or otherwise valuable information.
Additionally, the pairing of these email and social marketing can generate stronger results, with 19 percent of subscribers saying they’re likely to share email updates.
Some of the main internet channels to focus on for integrated marketing include:
- website content
- email newsletters
- social media campaigns
- video marketing
- mobile marketing
- online customer service
Of course, an underlying goal of all of components of integrated efforts is bringing users to websites where they might convert. As such, content marketing and conversion optimization are common threads in all platforms included in integrated marketing campaigns.