How to Integrate Your Marketing Channels in 5 Steps

15.07.20 09:30 AM By Stuart Forrester

Two individuals assessing marketing analytics of integrated marketed channels

Technology has revolutionised the world of marketing

Today, marketers have multiple promotional and marketing channels to get their message across to their audience. Since each marketing platform comes with a unique set of pros and cons, it is up to you to decide what works best for your business. The best approach is to integrate different marketing channels to create a killer marketing plan and keep track of marketing analytics to maximise your viewership. Here’s how you can do that in 5 simple steps. 

Step1 – Do Market Research and Identify Target Audience 

The first thing you need to do is identify your target audience. There are two main factors that must be considered to gain a clear understanding of your target audience – demographics and psychographics. Demographics refer to variables like age, gender, location, income, etc. On the other hand, psychographic information includes the interests, attitudes, and behaviour of your target audience. 

Step 2 – Create Your Digital Marketing Umbrella

A digital marketing umbrella includes various digital marketing channels that ultimately funnel into sales. Once you understand your target audience, you can choose the right marketing channels to reach them and create your marketing umbrella. 

For instance, if you are targeting teenagers, social media and influencer marketing may be your best bet. On the other hand, if your target audience comprises older adults, you can explore email marketing. Some common types of digital marketing channels that you can consider and come under your digital marketing umbrella are:

  • Content marketing 
  • Search engine marketing 
  • Social media marketing 
  • Pay Per Click (PPC) and other display adverts 
  • Influencer marketing 
  • Affiliate marketing 
  • Brand marketing 
  • Email marketing  

 The key is to choose the right marketing channels that will make the most impact on your audience and get your message across to them. Consider the strengths and weaknesses of each channel to see which ones align with your goals the best. A reliable full-service marketing and branding company can help you include the ideal channels under your marketing umbrella based on your target audience, goals, and budget.  
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Step 3 – Maintain a Consistent Visual Identity

Regardless of the marketing channels you include under your digital marketing umbrella, maintaining a consistent visual identity across all platforms is essential. Think of visual identity as the look and feel of your brand. Your audience should be able to recognise your brand on any given platform and link it to other platforms immediately. 

For instance, a person reading a brochure received through email marketing should be able to make an immediate visual link to your website. The importance of design and creativity cannot be emphasised enough here! 

Step 4 – Repurpose Your Content

The best part about integrating marketing channels is that it allows you to repurpose your content. Create high-quality, high-value content that can be shared and marketed through various marketing channels. However, make sure you don’t spam your audience with the same content on all platforms. 

A smart approach is to pick the right bits and pieces to use on various platforms. For example, if you take a case study, you can talk about it on twitter, post interesting snippets from it on social media, include an excerpt in your newsletter, and so on. 

Step 5 – Track Your Marketing Campaign

The last step is to make sure you have the right marketing analytics methods in place to track your integrated campaign. It is essential to understand how you are gaining traction. You need to figure out which marketing channels are bringing in the most traffic and which ones are failing to hit the target? With this information, you can continue to optimise your marketing strategies and make the most out of them.

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Can we help you integrate your marketing plan?

A full-service online marketing agency can help you up your game and beat your rivals. Whether you need help with branding, social media, online advertisement, market research, email marketing, or anything else – we can help you and ensure you gain a competitive edge.

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