As digital marketers, we see new tools every day. The trick is selecting the right tools to help us do what we know best: maximize ROI by using data and precise targeting to strategically focus marketing dollars at completing the customer journey to conversion.
The explosive growth of digital marketing means more channels, platforms, placements, devices and targeting options available. In concert with new tools and action-based data analytics, an integrated approach enhances the basic tenants of campaign design, execution, analysis and optimization.
Inventory in Opportunity
Social platforms like Facebook, Twitter, Snapchat, Yelp, LinkedIn, Pinterest and Instagram join Google, Apple, Bing, and YouTube as household names that offer paid media.
This enables a fresh approach to campaign design, messaging and calls-to-action that work with the visual/mobile/native web. Effective marketers will integrate the message across all platforms to deliver consistent branding and create a uniform baseline for data measurement.
One Word: Analytics
Moving to execution, the truly integrated marketer must tag-track-test-analyze-report-brainstorm-repeat for the full consumer experience... a journey that may include 5-10 clicks from computer, phone and tablet before converting in store. To understand every step on the path to conversion can be your competitive advantage that pays huge dividends.
"Big Data Don't Lie"
Data capture, measurement and analysis remain the keys to optimizing online campaigns. The 2015 marketer has access to (crazily) smarter tools, richer data sets and state-of-the-art automation capabilities. These powerful capabilities enable an all-encompassing approach to create smart and precise adjustments to the online campaigns.
Integration Increases Power
Despite increased sophistication in digital tools, ROI remains the most important metric to our clients. By integrating data, A/B testing and strategy, marketers can create a powerful customer journey that yields more positive conversions.
Even if your 2015 marketing campaign is underway, keep analyzing and refining your executions to increase ROI. With so many unprecedented opportunities and capabilities in play, digital marketing in 2015 will truly be the year of the marketing integration.
Jon Haley & Ryan Weisman - Paid Media Strategists