Digital Integration Marketing: Definition, Benefits and ToolsVanda Williams
However, with the introduction of myriad new digital marketing channels over the past decade, the integration of marketing channels has never been more difficult or more important. To fully benefit, businesses need to create an integrated digital marketing programme.
What is digital integration marketing?
Integrated Marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences to achieve consistent personalised messaging by channel. This approach enables companies to present a unified and seamless experience to consumers across the customer lifecycle or path to purchase.
Why should you consider digital integration?
When businesses take a less integrated approach that fails to coordinate their channels, they are much less likely to achieve their desired marketing and communication goals. With an integrated, omnichannel marketing approach, brand awareness, familiarity, favourability and purchase intent are far higher among desired audiences.
Moreover, the right digital integration tool can help you save time by providing access to all your business data in one place. With greater insights and visibility into your business performance, you can make faster and more informed decisions based on real-time data.
Digital integration marketing benefits
Consider the following benefits to integrating your marketing channels and overall marketing programme:
Establish a recognisable brand across platforms
With an integrated marketing plan, people will be able to better recognise your brand across various channels. Through repetition and appearing on various channels, in addition to your email platform, your message and brand are more likely to be remembered and stand out in potential customers’ minds.
Encourage connectivity with your audience
Since one of the main goals of marketing is to create a solid relationship with your audience, making your brand available on multiple platforms only makes better business sense. In addition to connecting with your potential customers, social media platforms also often allow for an informal rapport with your audience. Due to its informality, people are much more likely to voice their opinions and help make your product/brand better.
Provide your audience with options
Some of your audience will prefer certain marketing channels over others. Depending on your buyer persona, knowing where and when to target them will make a massive difference in your brand awareness efforts and conversion rates. When you create an integrated digital marketing campaign, you don’t have to worry about alienating any part of your audience because you’re making yourself available to all of them at once.
Grow your email list with social media
Without a strong social media presence, your brand will struggle to grow its email list, even if you’re generating organic traffic. If your company wants to accelerate the rate at which people sign up for your email newsletters, social media is the best course of action.
Email marketing campaigns can build up your social following
On the other hand, if you have a substantial email list, getting your subscribers to like you on various social media platforms will be a fast, simple way to grow your following and boost conversions.
Digital integration marketing tools
Digital integration marketing tools can help you integrate your email marketing and social media channels to guide your marketing efforts and reach more people. Like the many integrations you can access through an email service provider, you can find the right integrations to match your brand’s needs. Some useful tools include:
- Campaign Monitor: Offers over 250 integrations to complement any brand’s requirements.
- MailChimp: Provides a full range of value-added features essential for modern email marketing campaigns.
- Hootsuite: The system’s user interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook, Instagram, LinkedIn and YouTube.
These tools allow you to:
- Engage with your audience on multiple platforms.
- Easily manage your campaigns.
- Publish content on social media platforms.
- Analyse your progress and see what’s working and what’s not.