Technology and organization are impacting companies' cross-channel marketing activities.Integrated marketing campaigns unify outreach across a series of platforms in order to improve overall brand awareness and sales. Online, this is often achieved through the use of links and CTAs that encourage site visitors, social followers, email subscribers, etc., to connect with brands on other platforms or share content.

Some of the main internet channels to focus on for integrated marketing include: website content, email newsletters, social media campaigns, video marketing, mobile marketing, SEO, PPC and online customer service. 

Web marketing has become necessary for businesses, because the average consumer consults 12 sources on average to research purchases before buying. But according to an Experian study, only 4 percent of marketers say they’re set up to offer customer journeys that translate seamlessly across channels.

With internet marketing, integration’s value lies in the fact that it offers multiple touch points to prospects and the effectiveness of some web channels improves with strong efforts on others. Moreover, many marketing avenues on the internet have not fully matured. Staying on top social media, search and other web channels and using them to fuel cross-platform brand visibility will help businesses adapt as the web changes.

Some of the leading benefits of online integrated marketing include:

  • Increased brand recognition
  • Brand credibility
  • Multiple touch points with web audiences
  • More opportunities to develop brand loyalty
  • Lead nurturing opportunities
  • Competitive cross-platform data

Integrated marketing to build web presence and distinct platform success

Each element of an integrated marketing campaign feeds the success of the others. For example, sharing website content via a social media marketing strategy will encourage fans and followers visit the site, aiding website marketing efforts. It will also encourage social audiences to share content, which increases inbound links and overall site traffic, and this can improve SEO efforts as it may help a website’s standing on SERPs of every major search engine.

Additionally, the pairing of these email and social marketing can generate stronger results, with 19 percent of subscribers saying they’re likely to share email updates.

Having a strategy for each channel means:

  • Developing a content calendar for assets going live on your site
  • Planning in advance to create resources specifically for email sends
  • Promoting re-packaged content on social in a way that sparks engagement
  • Determining goals for each channel
  • Having tools to measure results against those goals

Of course, an underlying goal of all of components of integrated efforts is bringing users to websites where they might convert. As such, content marketing and conversion optimization are common threads in all platforms included in integrated marketing campaigns.

​Brafton’s complete guide to repurposing content explains how to share content on different channels to best engage audiences.​