Marketing works best when it’s consistent and integrated. No single digital marketing tactic should stand on its own. Some random, one-off tactic that doesn’t appear to be a cohesive fit with your brand or messaging can confuse your audience. And it’s likely harder to attribute any sort of success or ROI to them.
When you unpack an integrated digital marketing campaign, enterprise content marketing teams often play significant roles in all aspects, from strategy to execution. In this guide, you’ll learn all about integrated digital marketing and where content marketing fits into these strategies.
What Is Integrated Digital Marketing?
Integrated digital marketing is a foundation of message consistency distributed through many channels to attract and convert buyers. It’s a unified approach to influencing buying decisions.
Within campaigns, all digital tactics complement one another and create a consistent brand image. It also involves engaging audiences throughout the customer journey, from awareness to consideration to decision.
While it seems like an easy concept, it’s hard to execute.
Challenges with Integrated Digital Marketing
Barriers often prevent the smooth deployment of integrated digital marketing in enterprises. Those can arise for several reasons, including:
Overcoming these challenges with smart strategies and defined processes will help you do what’s key for integrated digital marketing — the unification of channels.
Channel Unification Across Paid, Earned, and Owned Media
Your organization plays in three types of digital media, and unifying them is critical to integrated campaigns. You have:
In integrated digital marketing, you’ll use all three to deliver a consistent message to accomplish your objectives. For example, a new product launch leverages these in this way:
The goal is to bring attention to the new product to the audience that needs it. With a mix of content and channels, you can connect with people across many forms of media. It can improve their recall and pique their interest.
In addition to playing in all media spaces, integrated campaigns align with the full funnel.
Integrated Digital Marketing Is Full-Funnel Marketing
In most cases, an integrated campaign will touch buyers throughout the funnel from top to bottom. We’ll use the example above to demonstrate this.
As you can see, integrated digital marketing requires a lot of work to stay on the same page, so is it worth it?
Why Integrate Digital Marketing?
So, why even bother with integrating digital marketing? Does consistency and being omnichannel deliver returns? The answer is yes. Here’s why.
Integrated Digital Marketing: Build a Campaign with Inspiration
With all these insights and tips, it’s time to develop your campaign. As content marketers, what you produce, from blogs to social posts to explainer videos, fuels integrated digital marketing. All that content can find a home in all media types across the funnel. Now, it’s time to reimagine what these can look like and how they’ll work.
You’ll find inspiration and more in our post, “How to Run Integrated Marketing Campaigns.” To get more great tips, tricks, and how-to’s delivered straight to your inbox, subscribe to the DivvyHQ blog today!
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