The following is a guest post by Joe Baker.
Today’s marketing landscape is too diverse to be easily tackled with one single strategy. Between the traditional mediums and the newer developments of email, online inbound, pay-per-click and social media marketing, consumers are more accessible than ever before. While this has created a wealth of opportunities for marketing departments to tap a global market and expand their company’s consumer base, the challenge of remaining competitive across all strategies looms larger than ever.
And as some of the more economical marketing approaches are giving small businesses a better chance at competing with industry leaders, the margin for error continues to narrow. Exact Target, a company traditionally rooted in email marketing, has adopted a more diffuse skill set to stay ahead of the changing landscape. Other companies with narrow service structures have expanded in the same way. That’s why a multi-faceted approach is vital to successful marketing efforts. Integrated strategy protects businesses from overlooking ripe opportunities to establish a connection with consumers, but all too often businesses resign themselves to focusing on one or two methods.
As effective as those campaigns may be, they are inherently limited. By incorporating a multifaceted approach and folding PPC and SEO into email marketing campaigns, businesses can give themselves the best odds at running a lucrative, efficient Internet marketing campaign across multiple avenues.
Reach a diverse audience through diverse means
In the olden days, when mediums were few and widely consumed, marketing departments had it easy. They could run some television or radio commercials, or publish an iconic ad in a magazine, and get a decent return on their expenditures. The Internet has dropped a bomb on those halcyon days, pushing marketers to develop new strategies for attracting consumers.
Consequently, most marketing departments enjoying the most success are the ones racking up the hustle points. Time and resources still play a major factor in the success of these marketing campaigns, but more and more often cost is taking a backseat to creativity as businesses look to increase their market share.
Although exposure is key to successful marketing, a key reason multi-faceted approaches are valued is because consumers react in different ways. Where an email marketing campaign may fail to draw the interest of a specific group of consumers, SEO materials might provide a hook, and vice versa.
When these various strategies are combined, they form a Voltron-like force increasing the visibility of a company’s brand while increasing exposure, familiarity and, ideally, trust among prospective consumers.
Overcoming economic challenges
The best part is that many of these online marketing strategies can be adopted at much lower costs than traditional approaches to marketing. This has allowed the mom-and-pop shop around the corner to develop marketing tactics that are competitive with larger operations enjoying more flexible budgets.
Email, SEO and PPC marketing still require some financial investment, but the proportions can be adjusted to accommodate various budget constraints. Over time, the financial commitment to these marketing efforts can be refined to give you the greatest return on your investment while still reaching consumers in a variety of ways.
The key point to remember when consider your marketing campaigns in general, and your online strategies in particular, is that exposure leads to sales. Different approaches create exposure opportunities unique from the rest of your current approaches. As new online marketing channels continue to be born, it’s impossible to overstate the importance of adopting an integrated marketing strategy. Failing to heed this warning could knock you several steps back in the race for customers.Joe Baker is a guest blogger.