Joined-up marketing is all about recognising the different ways people interact with your brand. It's also about putting in place collateral at each of these touchpoints which work together to deliver deep engagement and - of course - sales.
In this article I'll talk about what these touchpoints are and what role they can play as part of your joined-up marketing. I'll also outline a great example of a joined-up marketing campaign in action. And I'll finish up with a set of practical steps which will help to bring all this theory into practice.
Digital (and traditional) marketing touchpoints
How do people experience you - as a brand, as what you do or as what you sell? New customers may come to you, for example,
- From print advertising or display
- as a result of a direct mail campaign
- from a piece of email marketing
- by Googling a product or service you offer
- by clicking a banner ad
- having scanned a QR code in a magazine
- because one of their followers has retweeted a message you posted on Twitter
- through your branded Facebook app
- from a blog article you've writtenfrom a contribution you've made to a specialist or industry forum
There's a potentially significant audience who may only come to your website to follow up a brand experience they've had elsewhere (on a social media channel or via a mobile page or app, perhaps) or who may never come to your website at all.
If you have a bricks-and-mortar business people may even come to you via GroupOn or be in competition with each other to reap the benefits (whatever they may be) of becoming your mayor on Foursquare.
In short, you have many, many front doors. It's up to you to make sure not only that people can find their way in but that they feel at home once they're there, that they tell their friends, and that they can find what they need (and what you need to show them).
And it's not just that. It's about developing useful knowledge about who your visitors are, where they've come from, what they want and how they behave.
And and and… there's more still. It's also about making sure that your brand and your message is strong and effective enough to survive wherever it goes - and that it changes it content and tone. What you say on Twitter (and how you say it) could (and should) be quite different to what you would publish in print or on a web page because the audience is different and how they're consuming your message is different, too.
Digital marketing strategy
Sounds chaotic - but you won't go far wrong if you have a robust and flexible marketing strategy in place which sets out what you do, when you do it, what you expect to achieve, how you'll measure it and how you'll learn from your results.
If that makes it sound as if strategy is a nice-to-have, it's not. It's essential. Everything you do needs a clear aim and a way to measure how well things are working. What works for me and my customers may be a complete waste of time for you and yours.
There are no shortage of ways to gather and analyse statistics regarding all aspects of digital marketing (and even print marketing, if the call to action is a visit to a web page) - and with this the opportunity to learn exactly where you should be focusing your efforts.
Perhaps you "only" attract 50 visits a month to your website from Twitter? Instead of writing this off as inconsequential, look at your stats. If you can demonstrate that 10 of these buy from you or sign up to your mailing list or download a product sheet, then that's value. That's return on investment which might justify allocating extra resource to your social media work.
Phew. If you've made it this far, excellent news! Next I'll be exploring how we can break all this theoretical conjecture into ideas and practical actions.
Part two >
Our monthly helping of digital goodness straight from the soil.