Updated on:
October 16, 2020

Why You Need Integrated Digital Marketing

by
Tiffany Isesele
Digital Communications Coordinator
Integrated Digital Marketing IllustrationIntegrated Digital Marketing Illustration

Creating a brand is hard work, but getting your brand in front of people is even more challenging.

Although your product may be new and innovative, you'll be entering a market full of other brands competing for your prospects' attention. That means you'll need to find a way to stand out of the noise and attract the right clients. The best way you achieve this is by employing Integrated Digital Marketing.

What is Integrated Digital Marketing?

Integrated Digital Marketing is a strategic approach to uniting communications and consumer experiences. It means having a singular voice that your client can identify across all platforms. These platforms include paid media (paid advertising, either offline or online), earned media (such as organic search), and owned media (website user experience, social media, email, and more.

By using integrated digital marketing, you create a consistent image for your brand that is easily identifiable. Integrated digital marketing ensures that all of you campaigns, content, and approaches complement each other.

Identifying channels for Integrated Digital Marketing

It's necessary to start out by identifying the right channels for your Integrated Digital Marketing. While not all are necessary for your brand growth, it's essential to understand them. This helps you know when you need to branch out based on your target audience and operation areas. Some example of these are:

Earned Media

Includes:

  • Organic search (search engine or search engine optimization)
  • Online influencer outreach
  • PR, such as new articles highlighting your brand

Earned media is great for companies who are looking to establish their legitimacy in their industry or field. Showing up in search results, being recommended by an influencer or a newspaper, offers a type of legitimacy that is hard to replace.

Owned Media

Includes:

  • Customer service
  • On-site user experience
  • Direct messaging such as email and mobile, and social media

Social media is one of the most powerful tools you can use for your marketing efforts. As of 2019, 45% of the world's population was on social media; this makes social media an important channel for marketing. With the internet, you can reach people who aren't in the same geographical location as you and extend your reach.

Owned media is best for establishing a rapport with your customers. It is especially well suited for companies that target individuals and other businesses.

Paid Media

Paid media or paid advertising is one of the surest ways to get your message out there. There are multiple platforms, both online and offline, that you can use for your paid advertising.

Includes:

  • Online paid media like: Google Ads, Social Media Ads, e.g., twitter, Facebook, Pinterest, and more. Online paid media work very well because they are more targeted. You can control many parameters for your advertising, such as age, gender, location, and more.
  • Offline paid media like: billboards, television, radio, posters, and more. (while this article focuses on digital marketing, offline marketing channels are still advantageous)

Paid media is most helpful for companies who are trying to reach outside of their immediate sphere. It advances your visibility and helps you target your desired market. People who may not have had the chance to hear from you previously.

Related Article

Why integrate marketing channels?

Different marketing channels have unique strengths and weaknesses. Depending on the channel you're using, you'll have to modify your content to suit the clients on that site. For instance, Instagram is streamlined for clear quality images. Twitter favours witty and short messages, while TV often wants something entertaining. Creating a unique marketing strategy for each channel is not only stressful and expensive; likely, it will not work.

In 2015, Headstream did a brand storytelling survey and found out that 85% of consumers couldn't name a memorable story told by a brand. This means that for every five people you tell your story to, four of them will forget. Your marketing strategy can be the most fantastic thing you can think of, yet consumers often overlook it. It's crucial to coordinate your marketing efforts for them to be memorable and successful.

Even if you change your copy and written content to match the platform, consistent messaging across your brand communications is essential.

Credit: Netflix

As you can see, the Netflix marketing team used the same images for their marketing both in owned and paid media. By doing this, they were able to create a memorable story, one that lasts.

How were they able to do this? By keeping their logo, typography, and visual design consistent across the board. They also used the imagery of the Queen in the forefront, and someone in the background. And then the tagline: "Times Change. Duty Endures". This creates a memorable story.

The Need for Integrated Digital Marketing

Integrated marketing is not an easy feat; even large companies sometimes fail to do it well. Successfully integrating your marketing across channels requires accurately identifying all customer touch-points across your customer lifecycle. Understanding where and how your customers interact with your brand and conforming your messaging to the specific platform will help your marketing be more memorable and impactful.

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