In the past integrating traditional marketing channels has been a pretty difficult task and companies big and small would manage their marketing channels in isolation, creating silos in their marketing departments.
Thanks to the emergence of new digital channels it has become much easier to integrate marketing channels for multi channel and cross channel marketing.
Here are 3 simple reasons why organisations should integrate their marketing channels to compliment each other, rather than manage each channel in isolation.
Consumers will interact with more than one marketing channel before they decide to make a purchase.
These days with so many marketing channels easily available to consumers, a customer would interact with multiple marketing channels before actually making a purchase.
Typically before a customer would actually make a buying decision, they would have seen a print ad in a magazine, searched for a product on Google, clicked on a banner ad on a blog, or had a product recommended to them on facebook.
For brands that use a variety of marketing channels, it is very common to have specialised people or teams managing these different marketing channels. But to convey a clear message to the customer, it is important that all these different departments work together and are on the same page. It is alright for different marketing channels to have different tones, but it is important for them to have the same voice.
Integrating marketing channels to test, measure, and amplify!
Compared to traditional marketing channels, digital marketing channels are a lot easier and quicker to test, measure and amplify.
A good example is using SEM (search engine marketing) like Google Adwords to test different advertising promotions. By A/B split testing two ads with different promotions, you can determine which promotion is most appealing to customers before using it for other channels.
Another good example of testing advertising copy is through emails marketing. You can send out an EDM (electronic direct mail) to your subscriber list, and split test different advertising copy or design visuals. The variation with the best results (opens, clicks & conversions etc) will determine the winning ad copy.
Once you have tested and measured the results, the next step is to amplify the winning selections onto more traditional marketing channels, like print and television.
Leveraging marketing channels off each other = double the effectiveness.
The real value in integrating marketing channels is so they can leverage off each other and become more effective then they would be, just operating in isolation.
A simple example is leveraging social media with email marketing. Getting new fans on a new facebook page or twitter account can prove challenging at the start. But if your business has been operational for a while, and you have an existing subscription list of customers that you regularly email, you can leverage off your subscription list by emailing your list and asking your members to join your facebook.
You can also provide them with a share-to-social option to allow them share it with all their friends. Having your customers as fans on your facebook page, will double marketing effectiveness and increase traffic, because of the viral nature of social media networks.
This works in vice versa as well; you can easily build your email subscriber list from your facebook page, by offering incentives to fans for signing up using facebook applications.
Ive only outlined a few examples here, but there are many more ways you can integrate marketing channels together for better results. As long as communication between departments are good, and everyone is measuring the correct metrics and working toward the same goals, marketing channels can be easily integrated with each other to produce more effective results.