Many marketers presume that if they’re running a campaign with mixed media and marketing, such as executing search and programmatic while sending EDMs, that they are running an integrated digital marketing campaign. The truth is that no, they are not.
The main keyword here is "integrated." You may be running several different digital tactics simultaneously, but that doesn’t mean your campaign is truly integrated. Integrated digital marketing (IDM) should:
1) Be a collaborative approach
2) Include data linking & integration
3) Enhance cross tactics’ performance
4) Derive complimentary insights
5) Deliver a result greater than the sum of its parts
Most importantly, you must leverage all digital marketing channels and marketing tools available to your business for a proper integrated digital marketing that is truly end-to-end, from outbound media all the way to your marketing automation and CRM tools.
How familiar are you with Google Analytics? What about Marketo and Eloqua?
Most of the companies you work with already have marketing the tools or resources in place to execute basic integrated digital marketing. In a DWA research report on all of our MNC clients in China, 100% of those surveyed have website analytics tools implemented globally (64% Google Analytics, 34% Omniture, 2% Webtrends). 95% of our clients have marketing automation tools (58% Marketo, 32% Eloqua, 10% Adobe), and 95% of them have 3rd party programmatic pixels implemented on their websites globally.
Common marketing tools include:
· Media Analytics: Doubleclick Campaign Manager, Sizmek
· Site Analytics: Google Analytics, Omniture, Webtrends, Baidu Analytics
· Ad Verification: Sizmek, IAS, Comscore, Adbug
· Marketing Automation: Marketo, Eloqua, Adobe Marketing Cloud
· CRM: Salesforce
Graph 1: DWA China Digital Integration Architecture
Most marketers have heard or used one or more of the aforementioned tools (it’s likely that your company will at least own some of them globally). Therefore, there shouldn’t be a barrier to kicking off basic integrated digital marketing. What’s trickier is actually knowing how to use these tools to plan and implement the integration of digital campaigns, derive insights from these campaigns, and attribute model media tactics and channels’ performance back to specific solutions.
We haven’t gotten to a sophisticated integration of digital marketing just yet; right now we’re just talking about starting with a proper basic one. Once you have established a structure of basic integration and tested it, then you can further enhance your model to be more advanced and complex.
So how should we start?
Simple recommendations for getting started:
- Have an agency that comprehends and has experience in integrated digital marketing. Review what they currently offer, including paid/owned/earned media and marketing and analytics tools. From there, devise a basic structure to integrate all tools at the agency’s disposal.
- Plan and consolidate all digital marketing activities you are current doing (outbound, inbound, above the line (ATL), below the line (BTL) and through the line (TTL)), and seek to understand how they align with your agency’s current marketing and analytics tools.
- Identify and plan the content and landing pages that are to be included in all your digital tactics, your creative and messaging, and their role in your overall digital marketing campaign. Always keep in mind purchase buying cycle behavior—awareness, consideration, evaluation and decision—during the planning, but remember that your audience’s engagement patterns are always non-linear.
- Identify and structure your objectives and CTAs for your chosen digital marketing tactics. Understand how they are interlinked, how they can be integrated, and the flow of integration. It’s important to remember that integration and linkage are definitely non-linear.
- Create the possible digital audience paths when they start engaging with your marketing effort (again, these paths are non-linear and need to be tested).
- Make sure that all of the landing pages and sites you’re targeting with your digital marketing tactics are well tagged with proper media tracking tags, analytics tags, marketing automation tags and programmatic or remarketing tags.
- Ensure the integration works, from the paid media/paid social/non-paid media/owned social, to landing pages/sites (owned media), to analytics tracking tools, to prospecting and remarketing tags, to marketing automation tools and CRM tools.
- Do a virtual test of the possible audience journey and linkages (User experience will affect the audience engagement rate and nurture process).
- Continuously review and optimize your campaign based on collected and analyzed performance data. Attribution modeling and user journey analyses should also be taken into account to identify and attribute the effort and role of each channel.
In essence, if you are clear with your objectives, understand resources at your disposal and identify the resources you might not know you have, true integrated digital marketing is not far from you!
Lastly, having a well knowledgeable, proficient and professional agency will make your life MUCH easier and effective while approaching integrated digital marketing!
*Stay tuned on DWA’s WeChat account for more integrated digital marketing insights!