Integrated marketing campaigns
‘Integration’ has become an overused term with regard to Internet marketing activities and it can be implemented with varying degrees of success. Internet marketing integration describes the process of combining all your online and 'offline' activities as closely as possible to produce the same creative imagery and message content to your target market.
Business integration should therefore be a core consideration in the overall marketing strategy of a company, and it will determine the ways that a website is designed and operates.
How your website can support an integrated marketing strategy
With online marketing now becoming in an important business channel for many companies, the website is central to an integrated marketing campaign. Examples of this can be:
- All marketing and advertising activity, whether online or offline, should include the web address to provide more information, or specific micro-sites can be used to support a targeted campaign
- The use of branding, images and content on a website can support and enhance other marketing channels
- The web address should be included as a link from all company e-mails, either incorporated in the message at relevant points, or within the signature file
- Customer services can use the website to provide additional support to customers or prospects - you can make the website the first port of call for any information or services you provide, but also give users the option to call speak to someone too!
- Always remember that some prospects or customers won't have access to the Internet, so be prepared to provide information to these groups as well.
As search engine marketing becomes a prominent way to attract new business to your website, you need to consider how search engine optimisation and pay-per-click advertising will present your business and then, what experience each website visitor will have once they come to your site. Other online marketing techniques will also be important in developing your branding on the Internet and you will need to understand how customer perceptions of your online business may differ from your existing offline business.
The Web Marketing Workshop can help you to identify ways to integrate your online development and marketing strategy with other parts of your business process. Contact us now to find out more, or request our FREE marketing assessment to get our perspective on your website and possible marketing opportunities.