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Integrated Marketing Process
Analysis: Choosing the Right SMO/SEO Strategy
Like any other marketing plan, research needs to be at the base of a successful integrated marketing strategy.
Online is a macro environment, yet in order to achieve success, it is imperative that the macro environment be broken up in to micro environments, and then continued to be highly targeted from there.
With analytics and site tracking, an analysis of search patterns, and a break down of target markets is easier to obtain then ever before. Viewing a sites analytics, or studying organizations online presence will ensure the right SMO/SEO strategy and tactics are used.
Setting Objectives: Impacting Target Markets Online
Setting realistic objectives that have direction and involve a two-way exchange of information is needed to impact target markets online. This is an audience that can be seen as active and aware expecting not only a two-way exchange, but also an element of interactivity.
When setting objectives, there should be accuracy, understanding, and agreement, which support corporate objectives.
Creating an awareness of what to, who to, and how to, which is quantifiable and can be measured with analytics will ensure that the integrated marketing plan can be monitored, and tweaked when needed.
Internet Marketing to Key Publics
There is no such thing as a general situation or a general public, and in the online world, campaigns can be more targeted then offline, and in essence convert marketing and communications dollars in to clients at a lower expense then other forms of marketing.
The key is to identify information seekers and provide them with dialogue, whether it be through the micro-site, a blog, or social community.
With knowledge that there is no mass appeal online, SMO/SEO strategies should be selected for each specific audience, at which point attitudes turn in to behaviors as people get interactive, posting, tagging, and linking to content.
Key Messages: Credible Keyword Rich Content
Keywords and keyword phrases should be at the root of each message and form the main thrust of communication.
Credible and deliverable messages need to be repeated in different mediums (ie. text, video, blogs) or across social networks. These messages should be a physical presentation of corporate identity with a proper choice of languages to in-list support of key publics.
Strategy: Blogs, Social Networks, Websites
In an integrated marketing plan, the strategy should be seen as the main sectors, the coordinating theme or factor, and guiding rational behind the tactical selection.
This can include choosing video, or blogs as a general strategy, where as the specific video sites and blog sites would be considered the tactics.
When considering tactics, it is essential to consider that a variety of publics and objectives need a variety of techniques, and that each technique must reach a sufficient number of target publics to create enough impact to influence and create buzz, traffic, or link popularity.
Evaluation and Measurement: Website Analytics and ROI
Plan in measurement, from the beginning be proactive as opposed too reactive.
Using web analytics, evaluation can be ongoing, and the monitoring and tweaking of a campaign can be done more often with less expense then traditional forms of marketing.