From email to paid search, are your marketing tactics working in harmony to generate leads and engage customers – or is your business scrambling to keep pace with today’s fragmented marketplace? As digital distribution channels multiply, marketers face new challenges:
- 2 out of 3 marketing executives say they are “unprepared” to navigate the digital marketplace. (Accenture)
- Despite dramatic growth in PPC, email and social expenditures, the majority of marketing executives are “not confident” that they understand how to make these disparate channels work together. (Accenture)
Rather than following an integrated approach to marketing, most businesses rely on disparate email programs, piece-meal web content creation, and clunky CMS systems. With such disjointed marketing efforts, it’s no surprise that 68% of B2B marketers admit that “lead leakage” exists within their company.
Marketing integration goes beyond simply slapping the same call-to-action on all your online ads. Effective digital marketing integration delivers a seamless experience to all customers across every touch point. Here’s how integrated marketing can help your business:
#1: Leave no lead behind.
Given today’s diversity of channels, no one marketing tactic can “do it all”. For example, email generates the highest website conversion rates, while branded search generates the highest levels of website engagement. (Optify) The top sources for new B2B leads are websites and blogs (77%), email campaigns (77%) and webinars (73%). (Televerde) An integrated approach is key to successfully meeting your client’s diversified channel preferences and expectations for instant communication.
#2: Maximize ROI.
Is your business struggling to track ROI across email, social media, web content and other channels? Integrated marketing makes it easy to see exactly how much your business is spending on each marketing tactic and whether these expenditures are driving conversions.
#3: Differentiate your business.
In today’s crowded marketplace, product differentiation is key to shortening the sales cycle. One way to differentiate your business is to create customized experiences across customers’ preferred touch points. Integrated marketing makes it easier to synchronize digital marketing efforts so all touch points – from email campaigns to social media posts – naturally complement each other and support long-term lead generation goals.
#4: Efficiently expand to new marketing channels.
Is your business’s mobile marketing integrated with social and email? Integrated marketing creates a strong foundation from which your organization can successfully embrace new marketing channels.
#5: Stay on schedule.
Integrated marketing software combines email, social media, web content creation and direct mail into a single calendar for an instant overview of all key communication touch points and scheduled marketing/sales follow-up. With a 360-degree view of all marketing plans, you know exactly what to expect.
#6: Monitor your social media footprint.
Are your Twitter followers excited about your latest product launch or complaining about poor customer service? Which top-performing clients just downloaded your latest LinkedIn white paper? Monitor your brand,reputation and keywords while tracking fans and followers for an integrated snapshot of your social media footprint.
#7: Be agile and adaptive.
Investing significant resources in a major campaign and then waiting weeks for the results is a recipe for disaster. Integrated marketing makes it easy fine-tune your business’s marketing strategy across all digital touch points.