Seven ways to integrate these channels and blur the lines between disciplines.
One thing I often talk about is the blurring of the lines between social media, search marketing, and online media. The days of specializing just in one area are going away because focus in one area limits your ability to create synergy between those three channels.
For example, you can't run a social media marketing program without a strong knowledge of SEO (define). Without SEO expertise, you lose the extra benefit of universal search and inbound links. Conversely, if you are not used to tracking and optimizing online media and paid search campaigns, your ability to treat social media like a measurable medium is greatly diminished. And nothing ads octane to a Facebook Fan drive like online media integration and specifically, Facebook ads that encourage consumers to connect to your brand. Finally, utilizing social sharing technology (chiclets - see my column, "Socializing Your Banners With Chiclets"), your ads and landing pages for media and paid search can turn a single paid click into hundreds of free impressions and clicks with no cost.
Now, take away the combined knowledge of how all three of these disciplines work, and the potential of each one is greatly reduced.
So, here are some quick examples of how these online channels are coming together to blur the lines between disciplines:
There are many more ways to integrate all this stuff and I would love to know what you think! Please add other integration tips and tactics below!
This column was originally published on March 30, 2010 on ClickZ.
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