When it comes to creating a brand, or expanding an established brand, nothing today is more important than a thriving digital presence. Most of the key marketing elements for business success — including customer retention, new customer acquisition and expanding the reach of revenue-generating activities — depend on a strategy that embraces the Internet’s full potential.
Yet with so many digital and media channels to choose from, how does a small business determine the most effective venue in which to pursue this strategy?
The answer lies in the effective integration of those channels and platforms to contribute to a successful brand strategy. “Integration” involves more than simply coordinating different, silo-based marketing efforts. The process, says marketing communications specialist Saman Mansourpour, “means offering tailored brand experiences at every customer touch-point, and this is what causes marketers the biggest headache.”