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James Perrin

What Digital Marketing Integration Means For Your Business

27th Mar 2014 Content Marketing 7 minutes to read

IntegrationThe modern digital landscape is forever changing. The growing number of marketing channels and services means that for any business it’s difficult to know where to start, and which service is the most effective at delivering a good ROI. That’s precisely why integration is key for your next digital campaign, which we’ll be looking at today.

Whilst some businesses may take integration as a standard, it can sometimes get overlooked, or simply not even considered as you get lost in the excitement of establishing ideas which your business could market online. For agency marketing managers like myself, this is a cardinal sin. If I headed up the marketing arm of a business, I’d want to ensure my marketing and promotional teams were working in synergy to achieve the same goal.

At Koozai we like to work alongside any PR or marketing team, whether its in-house or with another agency to ensure the client’s goals are met, and the same message is being produced online and offline. Otherwise the campaign will be fragmented and flawed. Integration is key.

With this in mind, let’s look at what integration is, but more importantly what it means for your business. To do this we will showcase integration examples, and importantly what that means in terms of ROI for theses businesses – because ultimately this is why digital marketing services exist.

Types of Digital Marketing Options

To give you an idea of the scale of digital services available to your business, you only have to look at the list below to appreciate just how varied, and ultimately disjointed your campaign could be.

  • Social Media
  • Search Engine Optimisation
  • Pay Per Click Advertising
  • Display Advertising
  • PR and Content Marketing
  • Brand Management
  • Affiliate Marketing
  • Mobile Optimisation
  • Email Marketing

In addition to these marketing services, there are also supplementary activities to accommodate your digital marketing activities:

  • User Experience
  • Information Architecture
  • Content Strategy
  • Conversion Rate Optimisation
  • Analytics Analysis

It’s a digital minefield! So where should your business start and what services are most important?

Where to Start?

When it comes to choosing the right digital marketing channel, it’s entirely dependent on your business, brand, size, budget, needs and goals. But whatever you invest in, you need to consider the wider impact of this service, and the effect it will have on your overall digital strategy. At the very least, you need to consider the following:

  • Perform a website audit (looking at SEO, referral traffic, organic traffic, conversions, sales, leads etc)
  • Perform a Conversion Rate Optimisation audit (looking at the number of conversions, where they come from, site usability, the checkout process etc)
  • Perform a Content Marketing audit (looking at the types of content you’ve created, what has worked, what hasn’t, and compare this with your competitors)
  • Perform a Social Media audit (looking at the number of platforms used, followers, likes, shares, tweets, engagement, and compare this with your competitors’ efforts)

Once you’ve established where you’re situated in terms of website and social media performance, as well as your place in the market, you can feed this into your overall business plan. Every business plan will have marketing goals, and online marketing should now feature heavily within your businesses marketing goals. This is where integrated marketing is key.

Example – Search, Social and Content

You’ve done your audit, you’ve created your business plan and have established marketing goals; you now realise that you want to increase traffic and conversions, or more specifically have a particular product or service that you want push. What’s next?

Well, you could simply allocate budget towards paid search, using a Pay per Click (PPC) campaign to increase sales of a particular product or service. Optimised correctly this can work well. However, by not considering the other options in your marketing arsenal, you’ll be missing a trick.

A PPC only campaign is not sustainable unless you grow your efforts elsewhere. Organic search is just as important, as well as social media marketing and community building. And the glue that holds these services together is content marketing and PR. Before this gets overwhelming, let’s look at the search, social and content integrated campaign in more detail – it’s Venn diagram time:

22-03-2014 12-06-47

Venn diagram showcasing the integration of key marketing services – caveat (search constitutes as both organic and paid)

In reality, depending on your budget, goals and current activity, any combination of the above services is acceptable, as long as you or another agency are looking after the rest, and everyone is pulling in the same direction.

Used correctly paid search and organic search work hand-in-hand. There are multiple benefits of doing both including, but not limited to: adding advert extensions, gaining geographic data, improving ad copy and meta, discovering content marketing ideas, promoting landing pages, improving keyword research, and much more. For more information see: How SEO And PPC Can Complement Each Other.

Similarly, content marketing and search work harmoniously with each other. Whether it’s researching and identifying influencers and communities, keyword research, competition research, outreach and promotion, as well as analytics, measurement and tracking, there’s more to gain from both than either singular service. For more information check out Business 2 Community’s excellent write-up. Put very simply, once the content you create has been created and promoted, it stands a better chance of earning links and social shares – all important when it comes optimising your site to be visible within the SERPs.

It doesn’t stop there either – because SEO is now inextricably linked to Social Media, the main idea is to give the content you create additional exposure earning those all important social signals as result. In this respect, community building is just as important as SEO with regards to the overall impact it can have on your digital campaign [See: Is Community Building More Important Than SEO?]

So what does this actually mean for your business?

The Business and Commercial Benefits of Integration

There are five main benefits when it comes to the way in which your business can and will benefit from integration:

  • You’re not putting all of your eggs in one basket
  • You’re resourcefully utilising necessary marketing services
  • You’re growing your brand in a number of areas
  • You’ll be visible alongside your competitors
  • Your campaigns will stand a better chance of succeeding
  • You’ll establish a consistent message across all platforms

Let’s look at some examples.


They opted to increase awareness of their product through integration of content marketing and social media management. The results had a huge impact on the SEO of their site, with a plethora of earned links, organic and referral traffic increases.


  • 400,000 subscribers to YouTube
  • 190 million video views, and counting
  • Increase in sales by 500% in 2008
  • Increase in sales by 700% in 2009
  • Traffic to their site increased by 650% with online sales from this traffic increasing 5 fold

Old Spice

They used a combination of social media management (across multiple platforms) as well as content marketing to enhance their brand and product exposure, as well as enhancing their social following and increasing sales.


  • 35 million views of their video in the first week
  • 280 million total views on their YouTube channel
  • Increase in Twitter followers by 58,000
  • Increase in Facebook followers by 29,000
  • Sales increase of over 100% in first month alone

More information on these strategies and more can be found in my write-up below.

Koozai Examples

To help highlight how these principles can be put in to practice for businesses of all sizes we’ve also compiled some of our own case studies below:

Merlin Cycles

Merlin Cycles utilised integrated services to improve the amount of website visits they were receiving and channel their online audience. To achieve this Koozai took control of their SEO, PPC and Content Marketing.

  • Traffic to their site increased by 38% in the first 6 months
  • Traffic increased by 75% in the first year
  • Organic traffic rose by 190%
  • PPC click through rates increased to 4.02% with an increase in conversions to a peak of 3.05% after the first year

More information can be found in the client’s case study.


Insurance2Go utilised integrated services of SEO, PPC and Content Marketing to enhance their digital offering and increase the company’s profile.

  • Total Year on Year traffic increased by 158%
  • Traffic to the site from search engines increased by 639%
  • Referral traffic increased by 247% as a result of Content Marketing
  • Conversions increased by 363%

There’s plenty more case studies and examples to showcase how integration will work for your business. Check out my previous posts entitled ‘Why ‘Like Us On Facebook’ Isn’t Enough‘ and ‘Help Promote Your Competitions With Content Marketing‘. And to see the commercial impact of some social media and content marketing campaigns, check out Social Media Today’s awesome infographic.

To Summarise

You only have to look at the examples with their business and commercial benefits to appreciate how successful an integrated digital marketing campaign can be for your business. The main points to consider are:

  • Establish your marketing goals
  • Understand which platforms and marketing channels are the most effective for your business
  • Consider resourcefully establishing a marketing campaign which utilises a number of marketing channels
  • Align your internal efforts, or other agencies with any new activity you undertake
  • Make sure everyone is working towards the same goal

If you have any questions or require any more information, please do not hesitate to leave a comment below or speak to one of our sales team about our services.

Image Credits: 

Integration from BigStock

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