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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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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