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Insights |
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Strategy
Branding
Above
Below
Digital
PR
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More than any other channel, online needs integration
The Internet has presented new challenges to decades of integration strategies. It’s the only medium that consists of multiple different marketing channels, which is why online integration is so important. Hence the new buzz-acronym is IOMC or Integrated Online Marketing Communications.
A typical online marketing campaign, even with a small budget, can easily consist of a half dozen different online channels, such as,
_Website
_Online ads
_SEO
_Social media
_E-mail marketing, and
_Blogging.
The same IMC and brand-centric™ principles apply – keep your messaging consistent across the different online channels.
Example. A financial service provider that positions itself as an expert at loans and loan advice could get their CEO to tweet every morning on financial news, hints and tips. Their banners, SEO and email campaigns offer opportunities to click through to receive expert advice. This is a perfect example of integrating separate online channels with the same, consistent message.
The G&G insight
You lose value and brand equity when you dilute your brand's theme by varying the message between different online channels. No matter what channel you're working in, be sure to remain faithful to your brand's core message. Your brand no doubt operates within many online channels, it's important that each of them is conveying a coordinated message.
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