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!


Why I Love Marketing: Part 1

Ever since I was a kid my dad always said that the most important thing about a job is that you should do what you love. I grew up hearing that when you do what you love it won’t feel like work, and the money will come – don’t worry about it, and don’t make money your first priority, ever. So with this constantly in my ear I was always worried that I wouldn’t find what I was passionate about, until I found marketing. So, what do I love about marketing?

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I love that marketing is:

Data driven.



These marketing elements are what draw me to the discipline. Business is business, but the business of marketing is so much more fun in my opinion.

Today I’ll cover the data driven aspect, and next week I will talk about the creative and personal aspects of why I love marketing (second blog post here)

Marketing is data driven: What data do I like?

To start any marketing plan you must start with discovery. This discovery comes through research about the industry, competitors, your own company and customers, and consumer trends. All of this data will drive your decisions from here on out – because money won’t be spent unless you have a solid reason as to why, and how it will affect the bottom line.

Social Media Data

One of my favorite places to gather data is through social media. The data that social media provides is typically very recent, it is personal to what the consumer is interested in, and is extensive in content. With social media I can know an abundance of things, such as what my consumers are saying about me and in what context, what posts of mine get the most engagement, what my consumers are interested in, and when my consumers are on social media most often. This level of detailed data is incredible, and has the power to make the work that marketers do that much more effective and insightful.

Solid Secondary Research

There’s no such thing as a free lunch, but when you come across secondary research that is valid, reliable, fits your needs, and is recent it kind of feels like you’ve just scored a free lunch. Sure, secondary research doesn’t always check off every box or answer every question you may have, but it gives you a starting point. Use this data to make your primary data more specific and focused, allowing you to utilize your resources in a more effective fashion.

Database Data

If you are online then you better have a database! Data from a database that has information about your customers is gold to marketers because it comes directly from the source that you care most about – your customers!

Key Takeaways About Data-driven Marketing

Marketing comes from data, and there are many ways to get the data. Regardless of where the data comes from it is important to use it. Marketing is all about creating value for the consumer, and having solid data to back up every decision along the way up until the point of consumer interaction.

What do you love about marketing? Leave me a comment telling me below, and tweet me @akannakeefe with the hashtag #mymktgstory