The Role of Convergence in Digital Marketing

To converge is to come together from many places, effectively meeting in on common area.

Digital marketing thrives on many platforms, but what makes the difference is how a marketer can successfully bring them together. When convergence through a digital marketing strategy is done successfully, it ensures that the consumer has a seamless brand experience.

So, how might one achieve convergence?

Step One: Keep the Consumer in the Center

Consumers are becoming giants, and I mean that in the best way possible. They are empowered, informed, active and connected. This means that every step of the way in your digital campaign they are playing a role. Convergence in a digital campaign demands that the consumer interacts in a consistent manner, effectively getting your message out there.

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How are we going to bring multiple digital platforms together under one campaign? Think about where you want the consumer to end up, what you want them to do along the way, how you want them to effortlessly go from one platform to the other and what you want the experience to mean to the consumer. Keep the consumer at the center, because anticipating and planning their journey can help you determine how you’ll bring together all of the different digital platforms.

Step Two: Use Your Data

What do you want or need to know about your consumer for your campaign to effectively work? What do you know about consumers who perform certain actions on digital platforms? How are you going to connect different platforms together in a meaningful and successful way?

Data is a powerful resource that can help you answer the above questions. When you are aiming to converge your digital campaign it is important to know how your consumers interact online. Different measures can give you different results, depending on what you need to know.

You might be looking at engagement analytics on various social platforms, event tracking on your website, remarketing efforts, audience demographics or even consumer e-commerce behavior. All of the data you collect throughout the campaign can tell you who your audience is, what they are doing and how well your campaign is doing.

Step Three: Maintain One Campaign, and Merge Your Media

Consistency in tactics is key. Once you have your campaign message you don’t want to go changing it up on every platform. However, it is important to note that on each of your media platforms you might have a slightly different audience that receives things differently. They have different sets of needs, so it is beneficial to appeal to them in an effective way, while still maintaining a consistent campaign message.

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Digital marketing strategies should be integrated, just as any marketing strategy should be. Your database, social media, email, website and any other digital marketing platforms in one campaign should be unified and used to enhance each other and the overall campaign message. It is also important that you get consumers to engage with you on several digital media platforms. For instance you might want consumers interacting with you on Facebook for a certain campaign to go to your website, where an action can be taken.

Key Takeaways

Digital media platforms are a powerful tool for accelerating your campaign, and it is important to connect them and unify the campaign message through them. With so many options to reach consumers under this umbrella of digital marketing it is important to remember that while there are different audiences, the main goal is for them to take action. Converging your digital media and driving engagement, hopefully with the end goal of sales in mind, should be an important piece to any digital marketing strategy.

Leave me a comment telling me how you converge your digital media, or how you have seen it done successfully. Feel free to Tweet me @akannakeefe with the hashtag #MyMktgStory telling me your thoughts!


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