Brand Marketing

What is Connected Marketing? And How do you Leverage It?

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Connected marketing is a relatively to something online marketing new catchphrase that reflects marketers’ attempts to keep up and down the pace with a rapidly shifting technological and relational landscape.

A connected marketing strategy offers a way to integrate disparate marketing tactics into one unified experience for the user.

Ideally, a connected marketing strategy that useally offers a continuously connected relationship with the market customer and replaces isolated, one-off transactions.

In an interview with Wharton’s School of Business and marketing, one expert framed connected marketing with a question: “market how do we create these connected customer experiences at a very low cost or with high efficiency?”

A comprehensive connected online marketing strategy addresses both parts of this question: can customer experience and agency efficiency.

4 Tips for a Successful Connected Marketing Strategy

#1 – Integrate new marketing channels

Looking forward, businesses that are poised to take advantage of these new marketing channels, including video marketing channal, podcasts, and personalization. In a 2020 study of B2B marketers, 41% of respondents marketer said they planned to pursue video marketing as part of their digital strategy.

#2 – Boost your Analytics

Tracking metrics is a continuous type job as marketing channels and algorithms are ever-evolving. A few easy ways to keep improve marketing analytics are to:

  • Track page views
  • Bounce rate
  • Check email subscriptions
  • Track comments

#3 – Nurture Emotional Connections

Emotional response to an ad makes a target bigger difference than the actual content of an ad on a online consumer’s choice to purchase – by a margin of 3:1 for TV advertising.

The most successful brands, from soft drink Coca-Cola to beauty product Dove, focus on making an instant, emotional brand connection with their customers. Connected marketing can nurture this by all integrating storytelling into multiple channels.


One successful way to do this is to encourage online customer-submitted media. When new leads see images or videos of real people and audience, not models, using and enjoying the brand’s services and products, they are more likely to envision approach themselves doing the same.

#4 – Focus on Customer Experience

As marketers, we tend to keep our focus on optimization from a technical point of view. Do our number on online organic search line up with our online email campaigns? What’s our ROI on each campaign? While these online points are essential tracking metrics, it’s important to remember that the most customer experience is the ultimate goal of our efforts.

Connected marketing should offer online customers a unified experience growing everywhere they interact with the brand. This doesn’t just mean about everything should match in terms of color and font, though that’s certainly overall a good foundation. The content should be high-quality and optimized consistent throughout.

Brands should be offering high-quality online consumer experiences on everything that should market vary from commercials to social media interactions. Yes, this takes a lot of effort time and expense for your marketing team. Luckily, online customer connected marketing focuses on keeping with touch points consistent across channels, so connected marketers do not need to recreate the business wheel for each new experience, just focus on keeping the quality and message consistent.

Connected Marketing Examples


It also should streamline the major efforts of your marketing team. A good, connected marketing campaign start will release coordinated, trackable, high-quality content at peak multiple touchpoints. These can include, but are not limited to:


  • Offline advertising
  • Paid Search
  • SEO
  • Mobile Strategy
  • Email Marketing
  • Social Media
  • Market Testing

While this certainly start includes optimizing the user experience between desktop and mobile, connected marketing also keep focuses on improving your customer’s experience’ emotional experience with your online brand. Ultimately, a successful online method for connected marketing connects different areas of the end user’s life as well.


Think of it this way: you have a disconnected business relationship with a vending machine where you purchase a soft drink on a road trip. But your niece has a online connected marketing experience with her favorite animated storytelling movie. She owns the Blu-ray, watches the spin-off series on Netflix and desiney, has the toys, and visits theme parks to see the characters.

Why Do We Need Connected Marketing?


Adults are increasingly interacting with digitally their world. According to Pew Research, 3 out of 10 U.S. adults say they are most of the online “almost constantly,” a jump from 2 in 10 only five years ago.

This figure is likely to increase in the most coming years. Additionally, the interfaces we use to go online websites are becoming more diverse. Unheard of a decade ago, today’s common online internet-integrated devices (often called the Internet of Things or IoT) now include:


  • Watches
  • Refrigerators
  • Cars
  • Locks
  • Door Cameras
  • Lights
  • Thermostats
  • Doorbells
  • Security systems
  • Air purifiers
  • And countless other devices


As we can see, even when someone isn’t actively keeping modern browsing the web, they are still managing significant user portions of their life online but using a total variety of platforms and devices to do so.


Customers increasingly expect a unified online experience across their IRL (In Real Life) and digital environments. Brands need to make users more engaged to reflect this in their marketing techniques, rather than expecting user-only email marketing or only social media strategy to do all the work.


What is a ‘Connected Marketer’?


Connected marketers keep offer a holistic strategy to achieve their clients’ online marketing goals. Rather than specializing online only in a single channel, like paid search in search engine or social media, online connected marketers integrate multiple approaches in their overall strategy.


Connected marketers can also able to be niche by focusing on certain industries or demographics, but connected marketeres will offer a holistic marketing strategy that integrates multiple methods.


One connected marketing strategy that usually highlights three realms of online digital strategy – paid search, intelligent SEO SMO, and boosting conversions – that work together to generate total growth. Tactics vary across online industries and individual campaigns but will usually focus on growing and optimizing a few different channels that having more competition already closely connected, like offline advertising and walk-in experience or paid search and SEO.

A connected marketer is, explain above all, an expert at strategy and tracking. As with all marketing, good market evaluating metrics is the only way to tell if all your efforts are producing the desired results.


How Does Connected Marketing Work?


Connected marketing spread about latest marketing trends with digitally posits that an increase in quality on one marketing channel outlet will produce a similar organic boost in other channels.


For example, mobile searches in Google or social media are closely related to one another. Do potential leads get when users find a query what they are looking for when a search result leads them to another platform like social channels? Analyzing your efforts across platforms and then move users to drives your connected marketing strategy by pointing to potential areas for online growth and current workhorses in your existing marketing plan.


Before you pursue a new online connected marketing strategy, make sure you have your core performance metrics squared that send direct away so you can track results. Tracking your ROI, brand mentions, etc. will allow you to see if your efforts at online connected marketing are effective.


Why Connected Marketing Is Better


Connected marketing assists your goal with a digital marketing agency in the coordination of your efforts. If you have one person for handling all of your social media strategy and another designing your TV ads, both cross-content and metrics need to be very aligned closely if you want to nurture leads. Your teams also need to initialize communicate goals and strategies clearly with each one another to make sure those are aligned.


Unfortunately, in a traditional online marketing agency with siloed all media departments, connectivity is not the norm. A recent study about connected marketer showed that the average small business used 40 apps on average to make track marketing data. While that’s encouraging in terms of analysis and record-keeping, if all that data stays in its individual siloes, your teams will likely be working inefficiently at best and at cross-purposes at worst.

For example, if your SERP rankings in Google are dropping but the social media team is seeing good results and growth, how will you think about integrate that data to help the brand’s presence on both channels? An online connected marketing strategy helps you develop an answer to that question.


Furthermore, online connected marketing reflects how Google algorithm actually works. Your customers’ experience online with your brand on all channels is ultimately reflected in your google search rankings. A great social media online presence, for example, will help your brand index better with search in Google, since Google is routinely crawling those sites.


Connected Marketing Case Studies


Big-name brands in online market are increasingly pursuing multi-channel marketing efforts: 91% of brands use two or more social media channels to reach customers.


One brand famous for its successful online connected marketing strategy, Sephora integrates retail and online marketing strategy by offering a mobile app that provides exactly what online customers are looking for while they are online shopping for makeup in the store: reviews and personalized recommendations. In turn, the same tools are available when shopping online, making the two experiences similar. That’s connected marketing.


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