Integrate Online Marketing Strategy with Brand Strategy
As a digital agency, we’re often asked by clients how they can focus their efforts online and create a better retail channel through their website. The response is simple, and one that relies on building out a proper online brand marketing strategy. With an online marketing strategy what you are selling, and the experience you let consumers have with your brand, directly correlates to your sales figures. As I think about it, the one word that keeps coming back is integration.
An integrated online marketing and brand strategy provides the core DNA for how you approach online sales. Social channels like Facebook and Twitter, the layout of your site, and the site’s overall look and feel, all exist within your larger strategy, and not as self-contained marketing components. All aspects of your online brand are integrated with one another. Determining which platforms, tactics, and technologies can be employed to realise your goals is key, but ensuring they create a seamless experience for customers is crucial.
An integrated online marketing strategy and brand strategy provides the groundwork for a site experience that repeatedly invites consumers to your site. The conversation you have with consumers – both on and off your site – directly affects your bottom line, and your brand strategy outlines how you are cultivating these conversations. So, in this manner, an integrated online marketing strategy creates a seamless interaction with your retail site.
One of my favourite examples of integrated online marketing strategy and branding in the online retail space is t-shirt company Threadless. Based in Chicago, Threadless originally existed as an online community creating, sharing, and selling t-shirts. What I love about Threadless is that all their online marketing and branding supports their retail site. Twitter, Facebook and podcasts all help develop and create an ecosystem that has customers returning to the site weekly to check out new designs. I’m guilty of it, and often look forward to checking out what’s new this week. High levels of engagement through branded internet channels works with Threadless’ integrated brand strategy, and keeps customers like myself coming back for repeat business.