How do you build a successful integrated digital marketing plan?
Digital marketing is in a constant state of transformation as content becomes the fuel that drives the growth of cross-channel marketing.
To succeed and integrate digital channel efforts, marketers now need to understand what channels and what type of content perform. This is the imperative.
From Traditional Media Plans to Integrated Digital Planning
Understanding what digital channels and what types of digital content perform is the vital first step in planning.
Since the days of traditional advertising, “plans” have been built that haven’t been focused on actual performance. Fast-forward to today, and marketers now have the luxury of planning integrated digital campaigns based on data and learning at a Web-wide scale.
Sixty-nine percent of senior marketers are currently allocating their digital marketing funds to website content, development and performance optimization.
As digital marketers, it’s vital that we are planning with performance and optimization in mind.
Digital advertising is set to become the fastest-growing global advertising segment over the next five years.
While digital marketing campaigns, departments and functions overlap, many marketers are still not running well-integrated campaigns. This is because many marketers plan their integrated digital marketing campaigns without first understanding which channels perform and what drives business impact.
For example, after analyzing billions of pieces of content, a study by BrightEdge (my employer) found organic search drives 51 percent of all visitors to B2B and B2C websites.
Digital marketers now work harder than ever to understand content and digital marketing performance as their imperative – they then use this intelligence to build efficient, integrated, digital marketing campaigns around channels that have maximum business impact.
Smart digital marketers are now investing and building integrated digital campaigns around high-impact channels while understanding how content insights, production and measurement fuel this performance.
5 Steps make to Success your Digital campaign:
Identify which key digital channels convert
Before you build your integrated digital marketing plan ensure that you understand what channels are driving performance and business impact. Utilize technology and cross-channel attribution modeling to also help identify where, how and when different channels impact each other.
Understand your target audience Need
Understanding your audience means translating diverse sets of first- and third-party data into a digestible format. Leveraging both historical and real-time data allows digital marketers to map out in advance what types of digital content will perform best.
Build your content and digital strategy
Build an integrated digital marketing plan that takes into account the creation, repurposing, amplification and syndication of content that will work across all your digital channels.
The most successful cross-channel digital marketing campaigns deliver content and message through a variety of channels and media, including:
- Organic search
- Search engine marketing (SEM)
- Email marketing
- Display advertising
- Social media
It’s also important to integrate on and offline campaigns to maximize reach and impact across PR, TV, and radio and print. Incremental scale can be built when digital and traditional advertising work in synergy.
Align your digital marketing teams
Ensure that your internal departments and digital talent are structured and “optimized” to work in unison. For example, hybrid digital marketers are pivotal to digital success, as they have the core competencies that foster cross-channel collaboration and elevate business impact across multiple business functions.
Optimize and measure success
There has never been a better time for digital marketers to take advantage of technology, analytical integrations and data to help measure the value of digital marketing. Measuring content performance is a key part of this process that allows marketers to produce smarter content and justify future investment in content and digital marketing.