Integrated marketing
What is Integrated Internet Marketing?
Integrated marketing is a business solution using tools that are individually selected for each specific situation and project, and are also the most effective within a specific goal and resources. In complex marketing, tools are selected not by the fact of their existence (for example, "We definitely need SEO and SMM, because everyone does it"), but when tasks and goals are defined (for example, "We need to increase the number of leads" or "We need to increase market share of business ").

At the same time, all tools work within the framework of one strategy, thereby increasing the effectiveness of each other. In complex marketing, it is wrong to do SMM or contextual advertising and evaluate the benefits of each of these channels separately. Before launching an SMM channel, a business should have an understanding of how it will affect the performance of another channel that was launched with it (for example, contextual advertising) and vice versa. As a result, from such a relationship "SMM -> contextual advertising" you can get more return than from "just SMM" and "just contextual advertising". This is the essence of integrated Internet marketing as a service to business.

Why do businesses need integrated marketing? Using integrated Internet marketing is significantly different from promoting a business through any one tool.

The main differences are:
  • An individual approach to each specific type of business, taking into account the analysis of competitors, niches and the selection of suitable tools. There is no universal recipe for promotion that would suit everyone equally. That is why it is important to develop the right marketing strategy, calculate very specific numbers for achieving goals and predict possible results.
  • Unified Internet Marketing Strategy. After all, if there is no such thing and individual contractors are engaged in promoting the business, who are not in any way connected with each other and do not intersect in the course of work, this is unlikely to bring positive results even when using several channels at the same time. The importance of a marketing strategy is to develop specific goals for all specialists, the achievement of which is possible only as a result of constant interaction and intersection. If each specialist works on his own, it will be rather difficult to understand which channel brings the maximum profit.
  • In complex Internet marketing, several tools are involved at once, which are interconnected and affect each other. Thanks to this synergy of channels, it is possible to identify and enhance the most effective of them much faster, abandoning the less effective and more expensive ones. Indeed, in the process of analysis, it may turn out that you can spend much less on contextual advertising and get more thanks to two other channels (for example, SMM and SEO), which are no less effective for this business, also affect it, but are cheaper.

    What problems does integrated marketing solve?

    Who Needs Integrated Internet Marketing?
    • Companies that have already started using some Internet marketing tools have received first results, want to develop them, and also try new promotion channels.
    • Companies looking to increase their marketing effectiveness through more informed use of tools.
    • For companies that are really ready for a large number of new customers, because integrated marketing hits all "fronts", and here it is important to train managers who will have time to process new applications.

    Purpose of Integrated Internet Marketing?
    "Sales, of course!" - many will say and they will be right. However, this concept is too vague. What about the reputation in the market? Increasing product loyalty? All of these are mini-goals that should lead to one big and most important - increased sales. It is an integrated approach that allows a business to spend budgets as efficiently as possible by understanding how one channel and its indicators affect another and how much reach and frequency in display advertising is needed to influence lead generation in context and increase sales in a systematic and efficient manner.
    Unfortunately, not all business owners understand the convenience and efficiency of this process, and they begin an integrated approach not with defining the immediate goals and stages of their achievement, but with the fact that they "just need sales in all directions", without specifying specific numbers. This is a deliberately flawed strategy and vague expectations from integrated marketing can be disappointing in the future. Therefore, first you need to determine the goals for which the customer wants to implement integrated marketing, and the marketer wants to use certain tools to achieve the customer's goals.
    • The goals of the customer (business). They are needed to understand what exactly the business expects from the implementation of integrated marketing, why the company needs it. To such goals: increasing market share, sales, profits, number of clients / dealers / partners, leadership in the segment. For each item, you must indicate a specific figure, for example, you need to increase the company's revenue by 50% with the previous period, or in the new year you need to increase it with product number 1 in a certain region.
    • The goals of the marketer. They are needed to understand what a marketer needs to do to achieve the global goal of the customer when using integrated Internet marketing tools. For example, identifying ways to attract new customers (using creatives in social networks, email newsletters, PR-activity in the media or launching contextual advertising), increasing loyalty to the product (by improving communication with the client through chats on the site, tracking requests in related spheres, etc.), increasing the number of repeat sales (using loyalty programs, email newsletters with promotions and offers, etc.).
    Then, when the goals are defined, it is necessary to develop a marketing strategy in which to write out specific steps to achieve these goals and indicate digital indicators to determine the effectiveness of integrated Internet marketing. Based on these numbers, in the future it will be easier to analyze which channels help in achieving the goal, what needs to be strengthened, and what should be completely abandoned. Also, such formulations will help to understand which specialists will need to be involved and what budgets to count on.

    How is a comprehensive strategy built?
    The marketing strategy allows you to determine the planning and implementation of activities aimed at achieving the above goals. Each strategy is developed individually, according to the specifics of a particular business and available resources. Before you start developing a strategy, you need to identify and analyze:
    -Market and niche
    -Competitors and their advertising
    -Target audience
    -The current state of the company and advertising activities, if any.
      Based on this data, it will be easier to understand what specific tasks are facing complex marketing and what indicators will need to strive for in the near future.
      • Market and niche analysis. Identify the main directions and trends in your niche, what services or products are in demand, what restrictions exist.
      • Analysis of competitors. Find out who your main competitors in the market are, how they position themselves, what is their advantage and what their disadvantages are.
      • Analysis of the target audience. Make a portrait of your buyer, find out everything about him: gender, age, interests, problems, what social networks he uses, what sites he visits. Describe how you can solve his problems with your product or service, how you can interest him. The more information about your potential buyer will be obtained, the more effectively you can influence him in the future.
      • Resource analysis. Analyze the current state of your company: how recognizable you are in the market, how often they visit your site and buy your products.
      The marketing strategy describes all the existing indicators and very specific goals for each channel. For example, "Increase the number of real followers in the Instagram group from 200 to 1000 per month." Then the actions to achieve this goal are indicated: what specialists and budgets are needed, what content needs to be done, and how long it will take to complete each task. When forming a comprehensive strategy, some nuances should be considered:
      • It is necessary to set realistic goals based on the available resources of the company and allocated budgets, not to exaggerate or underestimate them.
      • The instruments by which these goals will be achieved must be linked to each other. It is in synergy that the complex approach differs from conventional promotion.
      • In a comprehensive strategy, it is simply necessary to record the progress indicators, to compare the initial results with those obtained.
      A well-developed strategy will allow you to achieve your integrated marketing goals faster and better, as well as better understand the target audience, its requirements and expectations from your product.

      Integrated Internet marketing is, first of all, a strategy for achieving business goals, it is a tactic with a specific decision and plan for using various Internet marketing tools that are related to each other and affect each other, thereby increasing overall efficiency. A business betting in favor of integrated promotion wins in all respects:

      • stops wasting budgets on inefficient channels that don't work
      • uses the most promising tools to attract its audience
      • knows its competitors and strives to be better
      • is well versed in his product and achieves goals quickly
      • constantly analyzes new tools and is not afraid to experiment.
      Therefore, today it is worth paying attention to an integrated approach and strengthening the levers of influence on the target audience using several effective channels.
    16 March/ 2018