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The gift of marketing integration
Marketing integration seems like a simple concept, but in practice, connecting the dots of cross-platform initiatives can prove challenging. As plans are finalized for the rigorous holiday season, a time when marketers must be at their best, we wanted to share a few tips and synergy points that can bolster anyone's marketing initiatives.
Paid search copy and landing pages—make the most of your budget and ensure a smooth user path to conversion. If your paid search ad calls out a shipping promo, make sure information about this deal is displayed loud and clear on landing pages.
Retargeting creative treatments—to capture users throughout their purchase consideration process, align retargeting creative to shopping cart items or paid search copy. This will dramatically increase the relevancy of ad creative, and it increases the likelihood that users will notice the display advertisement and return to your site.
Social media as a bridge—social media’s ability to gauge buzz and brand awareness will help marketers keep an eye on trends during the holiday season. Harness the power of social media to discover untapped keywords and extend the reach of reviews by incorporating share buttons into forums.
Maintain consistency—users are scouring the web for deals and promotions during the holidays, so give the people what they want. To make sure these marketing initiatives are integrated, just ask, “Can consumers find promotional information wherever they are?” Users on Twitter, reading the Sunday paper or browsing your website should all be able to access the same consistent messaging.
For more information about campaign integration, download our complimentary webinar hosted by our VP of Media Services, Vanessa Newkirk.
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Integrating your marketing data
From the desk of Kim Howard
Looking to integrate your analytics data? Geary Interactive’s Director of Analytics addressed this pain point in her article “The First Steps to Integrating your Marketing Data.” In this iMedia column, Kim Howard discusses how marketers need to completely understand their acquisition process and typical lifecycle.
With a firm foundation of how consumers engage with a brand, they can develop integrated data repositories and decipher how the data points relate to one another. The consequences of not evaluating marketing programs from an integrated perspective are simple: you could be optimizing incorrectly.
To read Kim’s article in its entirety, continue to iMedia Connection by clicking here.
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