Even in the digital age, Aristotle was right...the whole is greater than the sum of its parts.
To illustrate, SEM, at the start of a prospect’s journey or as a means of further consideration, can deliver additional search page advertising messages. These can influence the use of keywords related to your product and direct the user to sites where display ads can be delivered to reinforce your messaging.
Those display ads then obviously generate awareness to a specific target (ideally via programmatic) and also provide link access to a social media platform through which consumers can consider ratings/feedback.
Those social media platforms can then extend your ad campaign, expanding the audience to include those with similar likes. Then, within the context of influential feedback and ratings, this can lead to a call to action in the form of a link to an e-commerce site. As the digital media cycle completes, positive social media activity can influence website ratings organically and elevate search page rankings.
Mobile, which provides access to all of the above, is the ultimate confluence of integration. It’s particularly valuable in closing the sale since it’s readily available when the consumer is most predisposed to buy.
In short, by integrating all the various digital marketing channels and leveraging their characteristics and overlapping functions, you can track, guide, influence, repeat messages, close the sale and follow up with customer relationship management to foster retention.