Integrated marketing provides consistency across all marketing channels. That includes both digital and print. Most companies have shifted to digital marketing because of cost and increased reach. But there are still some out there that use both. Kudos to those companies because there is still value in using both if there is a budget that allows it.
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Digital and Print
Let's take a look at what integrated marketing means for those of you who use both digital and print. Ideally, digital and print departments regularly meet to discuss strategy.
Everyone should have the same high level goal, i.e., increase sales, increase ROI, customer engagement, etc.
Once all involved understand said goals, both teams develop strategies and come together for a discussion so that messaging is consistent. Timelines should be complimentary as well. The digital team should be aware of what the print team is doing and vice versa.
So let's discuss integrated marketing implications for digital marketing departments. This department consists of SEO, social Media, paid advertising, design, affiliate marketing, etc. The notion that each is an individual entity is what makes digital marketing so flawed. And to be quite frank, it drives me nuts. Again, there is this notion of teamwork involved.
I used to work for an agency and all departments (account managers, SEO, PPC) would meet fairly regularly to discuss issues and concerns and ensure everyone was on the same page. That worked well because everyone understood messaging, which allowed us to service our clients on a higher level than our competitors.
That being said, leaders (or everyone on the team) should meet regularly to discuss goals and messaging.
- Content calendars should be shared
- The SEO team shares links with the social media team for content distribution
- Social media team uses SEO keywords as appropriate in posts
- Promotional material is shared with all teams so the paid advertising and affiliate teams have the correct information. The SEO and social media team creates content to further expand the reach of promotions.
I'm going to throw in one more department in this mix, both digital and print. Your customer service team should be aware of all marketing messaging. If they're not, you're going to have angry customers and customer retention will plummet because the rep doesn't know about the promotion they're calling about. I've seen this happen way too many times both as a consumer and a professional. A simple internal newsletter of upcoming marketing communications will suffice.
There is a theme to integrated marketing and that is teamwork. It sounds very cheesy and the thought of working in a team scares so many people.
You accomplish more working as a team. Everyone has strengths that makes them unique. Use them! If one person is an analytics genius, put them in charge of tracking conversions. If someone else has an eye for graphic design, work with them to come up with a great piece that captures the essence of your messaging. I could most definitely go on and on about this, but you get the idea.
My approach to marketing is integrated. I want to know what you're doing now and how so I can create a strategy that maximizes those efforts and saves money.