Coordinating Across Online Channels

Are Your Messages Consistent?

Separate, often specialist, agencies have traditionally handled different marketing channels. This can lead to a disjointed public image projected to your customers, who may jump from Google to Twitter, to Facebook and then back to Google. So the message should be consistent wherever your customers see your company name.

The Internet has now presented a unique opportunity and challenge. It stands as the only medium that consists of multiple different marketing channels.

To have a successful online marketing campaign, you must take an integrated approach and use all the channels the Internet affords you.

A typical online marketing campaign, even with a small budget, can easily consist of a half dozen different channels: main website, online ads, SEO, Social media, e-mail marketing, and blogging. Therefore, it’s important to keep your messaging and ‘feel’ consistent across the different online channels when working with multiple channels.

This is a perfect example of integrating separate online channels with the same consistent message. You lose value and brand equity when you dilute your brand’s theme by varying the message between different digital channels. No matter what channel you’re working in, be sure to remain faithful to your brand’s core message. Your brand no doubt operates within many online channels. Each of them must convey a coordinated message.