Last week I helped pull together a digital plan for one of our clients that covered SEO/SEM, Social Media and PR. It was great to see these tactics molded together and rolled into one digital strategy. As with any solid digital plan, the core of the strategy was creative, engaging content but the strongest part of the plan was showing how our converged tactics would work together as one cohesive unit. We delivered an integrated digital strategy and as you think ahead to 2013 here are a few reasons why your digital marketing tactics should get integrated.
Deliver a Unified Message
It’s not uncommon for one agency to have the SEO work, another for PR and another for Social Media and so on. This bucket of agencies will go about their specific tasks and specialties and will most likely never communicate with each other (or care to communicate with each other). As each tactical agency focuses on their own specialties, your core message or goals could get lost with this fragmented approach and lack of communication. It will be a challenge to deliver a unified message when multiple tactics are spread across multiple agencies.
The beauty of having one agency to do deliver all of your digital marketing tactics is that it’s essentially the “one stop shop.” Having all of your tactics under one roof will allow messaging to filter down and integrate across all assets because one solid team is involved. Your message will not get lost when you have one core strategy that leverages multiple tactics working together to achieve your goal(s).
The metric driven nature of digital marketing allows for flexibility. With real time and up to date analytics its easy to see what works and what doesn’t. If you have one agency managing all of your assets, they can easily move budget around to where it’s needed. For instance, if AdWords is doing a great job with lead generation and PR struggles to generate leads it would be easy to reallocate marketing spend to the favorable tactic. Just imagine if you split 50k between 5 different agencies, it would be a challenge to move money around in order to leverage the strongest tactic.
What worked for one tactic might work for another. Having all of your tactics in one spot could allow for some cross pollination creating some unique strategies. For instance, if keyword research worked well for SEO, you can easily integrate some SEO tactics into your PR. Maybe some keyword research to help leverage a press release?
Convergence of Technology
As the digital world converges, search, social and PR rely on each other more and more. Google rankings are now influenced by social signals, new releases need to be search engine friendly and your AdWords quality score relies on your website’s content. With everything in the online world connecting and relating to each other its imperative that your agency understands how all of these aspects work together. Digital tactics need to converge not only from a messaging standpoint but also from a technology standpoint in order to deliver the strongest results.