Thanks to today’s modern technological advancements, integrated digital strategies are becoming increasingly important, where people can access information and content in so many different ways. Your audience may be watching TV while browsing their phone, reading a magazine while listening to the radio, or checking their email while simultaneously performing a search on Google.
What Is An Integrated Digital Strategy?
An integrated digital strategy aims to achieve a specific commercial or social objective. It does this by leveraging relevant marketing channels and producing useful content for your target audience. It implies that you do not just randomly publish content in the hopes of generating business. Instead, you deliver what your target audience wants.
With an integrated digital strategy, you can ensure that your audience is aware of your message in one form or another, whether they are consuming traditional media or actively searching for information on the device of their choice. Below are some steps that you can implement in your business to achieve integrated Digital Strategies ;
- Create And Structure Your Content For Conversion
Firstly, it would be helpful to structure any content you produce for ease of conversion. You have to look at the Customer Journey and structure your content accordingly.
For example, if someone reads your blog post about toothpaste and sees a prompt to buy the product, they need to be able to complete the purchase easily without being pulled out of the buying process.
There is nothing more frustrating for a customer than jumping from page to page or clicking on too many buttons before they can buy your product. Make sure every conversion route you create is carefully built as a single, smooth journey from start to finish.
- Create A Plan For Micro-Moments And Identify Consumer Moments
Brands must understand that consumers now control what messaging they receive more than before. Micro-moments can be very useful to marketers looking to integrate digital strategies. In a micro-moment, consumers reach for a device, often their smartphone, to do what they need at that moment. They could be searching for something nearby, asking for recommendations from friends or relatives, or discovering new information online.
Micro-moments are changing the game and signaling the beginning of a new era in which customer intent replaces demographics as the most important consideration in marketing strategy. Instead of creating marketing plans based on traditional demographic categories such as age and location, marketers can now create plans based on customer intent.
- Mash Data To Improve Customer Engagement.
Analyze your customer data with a simple process. Look at your best customers and then consider what they do. You can then use this data to target similar new customers. Look for patterns in the data that show what your customers want or need, including their behaviors and preferences. You can get real value from uncovering patterns that give you insight into your business and how clients consume your products or services. You can then improve your business processes and make important product development and service delivery decisions.
- Engage Local Audiences With Location-Based Marketing.
One of the most powerful ways to get your business in front of interested customers is location-based marketing. By targeting people near your business, you can attract them when they need you most and at the exact time they’re ready to buy.
Location-based marketing is easy, fun, and empowering: make a list of the locations that are important to your business, like area neighborhoods or other venues that might make sense for your business, say a community center, and then target ads to people who are physically in those places. You’ll walk away with more customers and more opportunities to build a loyal following.
- Use Data-Driven Advertising
Regardless of how long you have been working on digital strategies, it can be challenging to get a complete picture of your target audience at any given time. The good news is that it’s never been easier to see who your visitors are and what people in your target market are doing based on an audience segmentation strategy.
Be careful not to confuse high-level data with detailed information about who, when, and where people engage with you (and who is turning away from you). When numbers become overwhelming, it’s easy to lose sight of how they interact as a part of larger patterns. Instead of just looking at page views and interaction metrics, look at what drives these statistics and identify the underlying trends to improve audience targeting and content performance.