We will start with an important introduction.
Reaching the relevant target audience is the primary objective, whatever the purpose of the campaigns is.
For many years now, digital marketing has gone hand in hand with traditional advertising, offering a substantially more effective alternative in terms of results and optimisation.
The real advantage of the digital world is the fact that everything can be measured. Online, everything is traceable, clickable and leaves a trace, which paves the way for more organised and effective strategies. We know where users are, what they click on, what they like and what they don’t.
Using individual digital channels without communication between them is largely unproductive – it means segmenting the communication. In the early days of digital marketing, this may have been OK but now that all devices are interconnected and users spend many more hours online, it is important to rethink how you want to communicate with them, and how often, and to adopt strategies to ensure that your message is received.
Every day, the user is subjected to a constant stream of advertising and information. Their attention span is just a few seconds, because it only takes one click to switch to the next piece of information.
This is where various factors that make each type of digital strategy interesting come into play.
The first step to create an integrated marketing strategy that works is to analyse the market in which you want to sponsor your product or service. An analysis of competitors and potential customers, performed using specific tools and buyer personas, is a fundamental part of a successful marketing campaign.
When the traffic, clicks and number of leads are measurable, you can also establish intermediate steps to reach the final objective, also know as KPIs.
Monitoring the online campaign allows you to optimise as you go along, often completely changing direction and trying a different strategy. That is why it is important to integrate the different digital channels.
Using more than one channel for your advertising communication also offers a degree of flexibility. The mix of tools and skills can always be reviewed with a view to reaching the KPIs established during the campaign and the final business objectives. Digital marketing campaigns can be optimised as you go along and having more channels open allows you to allocate your budget to where a conversion is actually taking place, without wasting it where there is little response from your audience.
Connections are strengthening factors. This is why it is important to consider the potential of remarketing. Potential that can be fulfilled when all digital channels are included in an integrated marketing strategy.
Through remarketing, we can retrieve users that left our landing page on other virtual environments, or we can lead the user to complete the incomplete action.
The user recovery rate through remarketing is, on average, 30%, with a subsequent increase in traffic, loyalty and sales.
Remarketing is only possible by installing specific pixels to monitor temporary browsing data, the famous cookies. This traffic, which is recorded anonymously, enables the personalisation of online advertising spaces on websites, social media and portals. In doing so, the user will find the ad they have already viewed elsewhere and be more willing to complete the action they started, whether that be sending their details or buying something already in their basket.
This is the real power of digital channels: online communication and advertising is mobile, flexible and can be enjoyed everywhere thanks to a carefully thought-out, integrated strategy.