“Why doesn’t anyone visit my website? It’s great!”
Your site may well be great, but without an effective integrated digital marketing campaign, it is almost as bad not having a website. For someone without a background in IT, the first step into the world of digital marketing can be quite daunting. Search Engine Optimisation, Google AdWords, social media, remarketing & display campaigns, content creation, user experience – where does it end and what do I need?
In the ‘old days’, you could probably have gotten away with a one channel approach and achieve reasonable success. These days, the online environment is quite different. A customer may find you through one channel, look at a second channel for reviews and opinions, and may need to be brought back to the site (even multiple times) via a variety of different channels, like the Google Display Network or email marketing before they take the action you would want them to. That’s a pretty quick explanation, but it also makes it easy to see the point of why having an integrated marketing campaign is a difference maker.
The reality is brand building is not so different in today’s digital world. Yes, the environment is different, but the theory remains the same. Coca-Cola didn’t just put drinks in a fridge and hope for the best. They engaged with multiple channels, both above and below the line and became the company they are today. Now, you may not have aspirations to be Coca-Cola, but the learnings from their actions throughout history are as valid today as they ever have been – cross-channel marketing works better than anything.