Digital Convergence: A Strategic Approach to Digital Marketing

Digital Convergence

You wouldn’t believe how many people have told me digital marketing doesn’t work for them. While I used to be surprised to hear this, it’s not a total shock when we step back and understand why they feel this way.

What I’ve come to find is companies have been sold on singular digital marketing tactics, such as display ads or Facebook posts or an AdWords budget, but not a digital marketing strategy. It’s disheartening to learn that these fragmented approaches to digital marketing are rarely rooted in data, often lacking a measurement plan with benchmarks and objectives. What’s more unfortunate is that businesses are forming a negative opinion about something that can be vital to their growth when executed strategically.

Codependent & Interrelated

Search Engine Optimization (SEO) affects site traffic. Visitor engagement influences search rankings. Site content affects visitor engagement. Reviews impact conversions. Website architecture affects the user experience. Everything online is codependent and interrelated, which means disjointed tactics without a cohesive strategy will fail. Many businesses initially approach us about SEO, thinking it’s something they can check off their list, a singular goal. The reality is that SEO is just one important piece of the overall digital marketing puzzle. A digital marketing strategy is the convergence of your paid, owned and earned media into an executable plan. This approach represents the convergence of all your brand’s online touchpoints, allowing you to control the entire consumer experience.

The CQL Approach

Our approach takes into consideration those paid, owned and earned media assets, bringing those online touchpoints together to provide you with a comprehensive Digital Convergence strategy. Data is at the core of everything we do. That’s why we start every engagement by diving into the Google Analytics connected to your website to understand your audience, how they are getting to your site, what they are doing once they get there and how they are converting. We then analyze your audience and their behaviors to build buyers personas that provide a visual representation of who your customers are. Personas help your internal team understand how the brand should communicate to this person, the tone of voice they should use, what interests these individuals have, what content will resonate with them and what channels they should tap into to reach them. We then map out content touchpoints for each persona. This information helps you better understand what content assets are needed at all stages of the buyer journey – Awareness, Consideration, Decision and Delight – allowing you to deliver a personalized message and that inspires action.

“Marketers who deliver personalized web experiences are getting double-digit returns in marketing performance and response.” – Forbes

We then circle back to the data and develop a measurement plan that benchmarks where you are today, what goals you want to achieve over the course of the year and what resources you need to get there. These resources include how many assets you need to develop and how much ad spend you need to budget to achieve success.

Are You Allocating 41% of Your Marketing Budget to Digital?

“On average, companies are expecting to allocate 41% of their marketing budget to digital in 2018.” – Forrester Research, eMarketer

Traditional marketing tactics are being replaced by digital marketing tactics because digital is rooted in data; it provides a clear understanding of how your efforts impact the bottom line. Digital allows you to be agile. Content can be tested and changed on the fly to improve the campaign as it is running in market. Traditional tactics require you to invest thousands of dollars into a TV commercial that could flop once deployed. We would encourage you to consider allocating that portion of your budget to digital marketing instead. The reach and actionable results will outperform traditional paths.

The ultimate goal is to deliver the right content to the right user at the right time. Investing in the channels your customers are already engaged with is the most effective use of your marketing budget. Your target audience is online which means your brand should be too. It’s time to start planning for and implementing the 7 Digital Marketing Trends that will impact the success of your brand in 2018 and beyond.

Why Invest in CQL's 1-Day Workshop?

We offer a Digital Content Strategy Workshop that will jumpstart your digital marketing strategy and lay the groundwork for your marketing efforts over the course of the year. You will walk out of this workshop armed and ready to deliver digital content in a strategic and impactful way that provides value to your customers. Not only will you be equipped with a tangible content strategy, you’ll understand which digital channels deliver results and provide the largest ROI for your marketing budget. Let us help you tackle Digital Convergence with an executable game plan that will deliver results.

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