Content Plus Three Equals Integration
Tier one: natural placements. These are placments that coincide with offline placements such as a TV or radio station’s website.
Tier two: relevant placements. Here, a product or service is matched to relevant content/areas such as Google and mobile optimized applications.
Tier three: tertiary placements. These are no-cost opportunities such as a company website or YouTube.
Establishing and understanding the goals set forth for a campaign determines the approach to take in buying the right media, too. Quantity isn't what matters, it’s quality. The key driver is maximizing the effectiveness of the placement, not overall efficiencies. Narrowing placements based on relevance creates better economy of scale and resonance with consumers.
Keeping a brand or product message consistent across platforms provides a seamless experience. It enhances the brand and helps meet expectations for relevance. Being consistent also provides a good jumping-off point to social media, search engine optimization and search engine marketing, while supporting other media running in tandem.
Using different response devices to capture information at the first stage in the consumer development cycle is a critical step. Using unique URLs, phone numbers and text opens the gateway to the purchase funnel. Remember, too, the back end also needs to be equally sound. A website or landing page must be consistent with the brand’s messaging and look and feel, easy to navigate, and provide a simple response mechanism.
Understanding today’s environment and online opportunities provides an excellent way to extend one’s multiplatform media investment in a manner that's trackable, measurable and cost effective. Integration is critical to a marketer’s survival. Developing and executing a strategy for content integration is the necessary approach to giving consumers what they want, when they want it and how they want it.
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