Improving the effectiveness of your website
Integrated Marketing Communications (IMC) is a method of ensuring that all forms of communication and messages are carefully linked together and work as a unified force.
Search engine marketing is an integral part of the marketing mix. So your SEM campaign should not be set up in isolation. If it is you risk reducing the overall impact of the campaign.
By understanding how users interact with your brand, you can ensure that you're able to communicate with a user no matter what channel they use or what stage they're at in the buying process. This integrated approach to marketing will increase campaign success rates.
How can we help?
- Develop online marketing strategy
- Deliver online marketing consultancy
- Integrate search into the marketing mix
- Deliver presentations
Contact us to learn more about how we can help you integrate search into the marketing mix.
Here's an example of Intergrated Marcoms
- A consumer reads about a new product in the newspaper and visits Google to research its features and benefits.
- Your site appears in the search results and the user recalls your brand being mentioned in the article. The user clicks on your link because he perceives your site to be trustworthy.
- The user navigates through your site and prints off some of your pages to read offline. Before the prospect ends his session he notices you send out a special offers email, so he signs up.
- Your email marketing team, adds the visitor to their opt-in mailing list and notice that the visitor is a new one. They send the visitor a 'Thank You' email along with a digital coupon offering 'free-shipping' on their first order.
- A few days pass by and the user finishes his research and goes on to Kelkoo to find the best price for the product. He also goes back to your site to compare your price with the Kelkoo results. He works out that because you're offering free shipping that it'll be cheaper to buy from you.
- The user goes back to your website and tries to place the order online but when he gets to the check-out he experiences a page error. Fortunately, you have a phone number at the top of each page, so the users calls your order line to complete the purchase over the phone.
Want to learn more?
Check out our Info Zone where you'll find information on useful books
to read about integrated marketing communications and links
to other online resources.
