Marketing Integration

This is the third of a series of three posts from the SES Chicago Conference 2008. The previous posts were about Landing Page Optimization and Social Media.

Integration of your marketing departments enhances your marketing performance. This means using the same keywords, images and messaging across all your marketing media; internet, print, radio and TV. Depending on the size and resources of your company this also implies a need for communication between multiple departments such as graphic design, PR, copy writing, etc.

There is significant evidence why it’s worthwhile for you to integrate. Sixty-seven percent of consumers exposed to offline advertising went to the internet to research the product further. Thirty-nine percent of those 67% then purchased from the brand they had seen advertised offline. This being the case, it is very important to use your URL prominently in offline marketing. When developing your marketing campaign, imagine that every advertisement your customer sees leads them one step closer to understanding and needing what you offer.

The value of PPC advertising is highly quantifiable, with an abundance of free tools to analyze the performance of keywords, demographics and geographical hot spots. Use this information to develop your marketing campaigns across all media in use throughout your marketing campaign.

There is no silver bullet in marketing that will convert all your customers, especially considering the four decision-making demographics; competitive, humanist, methodical and spontaneous. So integrate your marketing campaigns across all your advertising mediums to give your brand the most consistent exposure and chance for success, and the strongest possible scent to keep customers yapping at your heels.