Digital marketing is effectively part of the organization’s overall marketing function. There is more and more emphasis on digital marketing as online and social media activities become more prevalent and consumers search for information online and through social media.
However, it is important to always remeber there is only ONE marketing function within the company.
For a huge organization, the marketing department may have different sections such as: branding, customer experience, customer retention, marketing research, events, analytics, digital marketing etc. It is crucial the head of marketing has full visibility across all these sections.
While each section focuses on its own area of specialization, there is only one marketing goal for the organization, short term and long term. And this is most likely related to acquiring more customers, increase market share, increase revenue and profit margins etc.
Thus, all sections must synchronize their activities to increase the overall effectiveness.
Of course, there is always the office dynamics at play that hinder the collaboration process. I will not delve into that but use a specific example of how it is important to harmonize activities across.
Take keyword research in the digital marketing turf (and I mentioned this in How To Do SEO). Keyword research is basically understanding the language and specific words and phrases your customers or prospects use when they search for the products and services you offer.
When doing keyword research, you can use the Google Keyword Planner, but don’t forget to get input from the marketing research team. And after you finalize the keywords list, don’t forget to have the print advertisement team use the same language!
Hope you enjoy this article and for all your digital marketing service concerns, you can always contact us to see if we can be of help.