Get Scrappy: Smarter Digital Marketing for Businesses Big and Small by Nick WESTERGAARD

Author:Nick WESTERGAARD
Language: eng
Format: mobi, epub
Publisher: AMACOM
Published: 2016-05-01T14:00:00+00:00

OBSESS OVER DIGITAL INTEGRATION

You have to get obsessive about digital integration. Indeed, many marketers are already obsessed with integration. Recent data from both Altimeter Group and CMO Survey shows that better integration across marketing platforms is consistently one of the top areas of concern and additional investment for marketers.1

Better integration among our digital marketing channels helps us further maximize our effectiveness and efficiency. An integrated marketing campaign stands a better chance of being effective if each component in the mix has been planned with the rigor outlined in Chapters 2 and 3—mapping your marketing strategy and following your digital compass—with any of your digital channels. When each channel has a map defined by a unique destination or business objective, they can all work toward accomplishing these goals and can complement one another to cover even more ground. As with the Seurat painting, the whole is greater than the sum of its parts.

When these parts are planned and executed in concert, it’s also easier to realize efficiencies among your efforts. For example, your content marketing may consist of several regular blog posts and videos. This content could be easily repurposed in your email marketing efforts. If it’s on point for your content marketing map and destination, it should align with your email strategy as well (and vice versa). The potential savings come into play when you consider the internal time or external expense of creating additional content for both your content marketing and your email marketing. By connecting your digital dots, you reinforce your message and save money. You can do more with less.

As we expand our efforts to include social media and content marketing in addition to the tried-and-true components of our digital marketing mix—email, search, website—it’s easy to oversimplify social media integration to just mean slapping the Facebook and Twitter logos on our websites and emails. While this is an elementary step, there’s much more to be done when it comes to real digital marketing integration.

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