There are a lot of myths about online promotion. Some say that all customers are now on Instagram, others write “start context, and you will be happy,” others drown for content marketing. But without a strategy and a systematic approach, SMM, Direct, blog, e-mail is "checkered". In order for an online business to "go", there are not enough of them, and sometimes it’s better without them at all.
We tell what integrated Internet marketing is, what channels and tools it includes and why the business needs it at all.
- Useful video on the topic: "Why can't a single marketer pull out the whole complex of works?"
- What is the difference between complex and multichannel
- In the first place in the complex - the goals and objectives of the business.
- What channels and tools to include in integrated promotion
- Run - what to do next
What is a comprehensive business promotion on the Internet
Very simply, this process can be compared with the organization of travel. In the complex, such a "project" can include a lot of things - excursions, transfers, a guide to shopping, safaris, diving, ski passes. And the more components you use, the richer the journey will be.
With internet marketing, the same thing is just a little more complicated. In order to solve business problems qualitatively, it is important to use different directions, channels and tools in a complex - a website, social networks, SEO, contextual advertising, targeting, a blog, PR, video. In this way:
Integrated business promotion on the Internet is the use of a combination of marketing channels and tools combined into a single system.
Comprehensive internet marketing includes everything that freelancers and agencies offer separately:
However, assigning the blog and social networks to the secretary, targeting the freelancer, and context to the agency does not mean using integrated Internet marketing.
Useful video on the topic: "Why can't a single marketer pull out the whole complex of works?"
What is the difference between complex and multichannel
In contrast to the unsystematic work with several channels and tools, an integrated approach involves:
- Clear strategy. In short, it includes business analysis and a step-by-step work plan in all areas, as well as promotion goals and KPI, which will evaluate the results.
- Omnicanality By combining all the channels and tools into a single system, you can build a funnel and purposefully move potential customers from the first touch to the purchase.
- Deep analytics. Thanks to omni-channel, it is possible to analyze the performance of different channels, up to the number of attracted customers, profit, ROI. And also compare them with each other and adjust the strategy.
- Orientation to long-term results. The goal of comprehensive promotion is not to get super-profit here and now, but to build a system that will bring in money regularly.
- Unified communication style and company image in the eyes of consumers. At the preparation stage, the tone of communication with customers is determined, as well as the emotions, associations, ideas and values that the brand will evoke and broadcast to the masses. Each content unit is developed in accordance with these rules.
- Increased coverage. With an integrated approach, we can use all sites where there are potential customers, and distribute the costs between them so as to get the maximum coverage within the budget.
It is possible to achieve all this only by concentrating all the Internet marketing of the company in one hand. This may be an internal department that completely covers the needs of the business, or the agency. Another option is to keep in the marketing staff, who will bring all the channels into one system, analyze the indicators and adjust the work of the contractors.
In the first place in the complex - the goals and objectives of the business.
Regardless of whether you are organizing comprehensive marketing yourself or hiring contractors, the strategy should be based on specific business objectives. They determine which channels and tools to use, according to which metrics evaluate performance. For example, using internet marketing you can:
- increase sales;
- change the positioning and perception of the brand;
- raise awareness of the company or product;
- develop current customers by boosting repeat sales;
- increase the average bill;
- increase customer loyalty;
- demonstrate expertise in their niche;
- increase customer life cycle;
- entering new markets, etc.
Please note that these are general formulations. In a real business, tasks are formulated more specifically and contain numbers. For example, it may be an increase in sales of certain categories, attraction of a certain segment of the audience, access to a specific regional market. The numbers can reflect the percentage on which you need to increase sales, the number of attracted leads, the timing, cost of sales, etc. An example of a specifically formulated task:
Attract 1,000 new subscribers to the service for the second quarter at a price of no more than 300 rubles per customer.
To successfully tackle such tasks, it’s not enough just to set up targeting or to write to a blog. We need a clear strategy: how we will attract the audience, where they will see our messages and what they will do next - how they will move along the funnel.
It is difficult to create an effective strategy, not understanding how a particular business works. Therefore, if a company gives an integrated promotion to outsourcing, it must be ready to work together - you will not be able to give and forget. The owner will have to allocate time - his or someone who understands the product, business model, market and audience as well - to fill out briefs, interviews with representatives of the agency, explain product features, etc.
Thus, another characteristic feature of integrated Internet marketing is a deep immersion in the business and its processes.
What channels and tools to include in integrated promotion
There is no unequivocal and only correct answer to this question. Each project needs its own set of methods, channels and tools. If you sell seeds and garden tools to retirees, investing in Instagram does not make sense, at least at the initial stage. From there, of course, customers can come, but at what cost? With the same investment of manpower and means, the channel in Yandex.Zen and contextual advertising can give a much greater profit.
The choice of specific channels and tools with an integrated approach depends on:
- market niche and product;
- target audience;
- goals and objectives that internet marketing must solve;
- situations with competitors, etc.
Let's look at examples of how this works:
- Online women's clothing store.
Oriented to the youth, the average price segment. The brand is only developing, there is no big budget yet, the audience that knows and is looking for is also. At the same time, the niche is quite competitive. The company wants to increase brand awareness and sales.
With such introductory, you can start from the site, pages on Instagram and VKontakte, a YouTube channel on which to talk about fashion and style, wardrobe selection, etc. Contextual advertising on grocery queries can also give a result.
- Online telephony for business.
The company sells online services for business for a long time, there is a pool of customers. Telephony is a new product. Ready to invest money to regain their place in the niche. In addition to sales, the goal is to reach a wide audience and gain confidence, to demonstrate expertise in the subject of telephony.
Here you can focus on the blog, PR-articles and native publications on external sites, as well as talk about the new product in the newsletter. Contextual advertising will give sales - there is demand in the niche, and the media - reach the audience. But SMM for this project is not the primary channel.
- New quest in reality.
A new player in the market launches a quest in a million-plus city with high competition. The main segment of the audience is young people of moderate means, they lead an active lifestyle, they love diverse leisure activities.
On such a project, it is worthwhile to connect the site with the function of online booking of games, pages in social networks with photos and videos from the scene. It may also work targeting the audience of competitors and contextual advertising. At the start, there will be no unnecessary publications in local media and other publications that the audience reads. Additional coverage will bring placement on the sites-aggregators quest rooms and promotion of shares through couponers.
The examples above are hypothetical. In real projects, everything is much more complicated. Marketers deeply analyze a niche in order to select the most effective channels for a particular business. They look at where competitors get traffic from, study search demand, the audience at different sites. The output is a set, although confirmed, but still hypotheses, which can be checked through the launch of promotion.
At the start, we usually connect the maximum number of tools. Then we test them to see if the right audience is there. I can say from experience - even if a client tells us that his audience is not on YouTube, most likely he simply could not get it from there :-) Another thing is to distribute resources. In the channel, where there is a large percentage of the audience, we invest more time and effort, where a small - less resources.
Run - what to do next
If we recall the analogy with the release, then just here the differences begin. Journey ends sooner or later. Of course, then there will be another vacation and all over again, but this is already a new project with new introductory ones.
Comprehensive promotion ends only with the business itself. While the company is working, it needs to attract customers, and therefore it is necessary to launch advertising, make content, lead people through the funnel. Therefore, after the launch of integrated Internet marketing, an interesting thing is just beginning.
So what to do:
- Optimize strategy.
Remember, we are entering the launch phase with a set of analysis-based hypotheses? They can be very specific - show in numbers what profit we expect from a particular channel. However, until the direction starts to work, it is impossible to predict the results at 100%.
Therefore, immediately after launch, tests and close monitoring of metrics and KPI begin. When representative statistics are accumulated, an understanding appears which channels worked (hypotheses were confirmed), which did not. And on the basis of this, the strategy is adjusted - budgets between the directions are redistributed in favor of more efficient ones.
It happens that some channels are completely excluded from the complex, if the statistics show that they do not bring profit, or worse, work at a loss. We decided to try "Yandex.Den", made and posted content, but they do not read it there. Or read, but do not go to the site and do not buy. It is necessary to assess the costs and feasibility of further investments.
At the same time, the team develops new hypotheses - it searches for new channels and platforms, connects and tests them. Effective leaves, from the rest refuses.
Take new heights
As the business develops, new goals regularly face online marketing. We launched a new product, opened a branch in a new region, increased production, and all this poses new challenges for the marketer: to attract more customers, reach other segments of the audience, and launch regional activities.
Keep your finger on the pulse
Internet marketing is one of the most dynamic and rapidly developing areas. Some methods and tools become obsolete, new channels, platforms, approaches regularly appear.
For example, a couple of years ago, there was no "Yandex. Dzena". Now it is a promising platform, the traffic from which everyone wants to receive: from micro business to large corporations.
Algorithms of search engines change, competition in delivery increases. So you need to regularly optimize websites, improve content, design and usability in order to remain in the zone of visibility of potential customers.
Paid channels - contextual advertising systems and social network offices - are changing even faster. There are new tools and formats that need to be tested and select the best.
In the end, consumers are changing. They get used to the same formats and approaches, and they stop working. We have to look for new ways to get hold of attention. A vivid example of this change is banner blindness.
Under the influence of these factors, the set of channels and tools can change completely over the year.
Here, perhaps, that's all. And what channels and tools do you use to promote your business? What works better and what is worse? Let's discuss in the comments.