The discussion surrounding the value of integrated marketing
is not a new one. With internet-connected computers in nearly two-thirds of
American households it is becoming increasingly important for brands to tie the
internet to their traditional marketing and advertising. And, with the internet
migrating from a research tool to a retail tool to a conversation tool, it is
becoming increasingly important for brands to tie their internet communications
together. Niche agencies that focus solely on one piece of a brand online are
becoming obsolete. Companies who want to stay on top of their industry and the
consumer market need an interactive solutions agency that can guide them
through the evolving online marketplace. Current agencies need to:
- develop, maintain and evolve a strong website.
- build creative marketing and advertising pieces for
the web that work with the brand’s traditional messaging.
- plan and buy media packages that target the
right audience.
- stay ahead of developing technologies.
- write for and manage organic and paid search
campaigns.
- provide closed-loop reporting.
All of these pieces work together and build on each other. Layering
a web media campaign on top of your search campaign can mean a 20% lift in your
conversion rates. Understanding how to design your website for organic search
will get you onto the first page of results faster than just putting keywords
in your meta tags. Knowing that you cannot plan a “viral” campaign and coming
to the table with innovative ideas will get people talking. Not being satisfied
with tracking click-through rate and instead knowing who’s coming to your site, how they’re
interacting with your brand once they get there, and where in the purchase
cycle they are will drive you to continually refine your communications
strategy. Understanding what your campaigns are telling and making adjustments will
ensure that customers think of you when they’re ready to make a purchase
whether that purchase is online or not.
I decided to recently join Pop Art because they are one of
these free-thinking interactive solutions agencies that partners with clients
to deliver long-term results.