The term “marketing ecosystem” has, as of late, become quite the buzzword. In this article, we’ll attempt to not only define the term but to also examine the benefits of taking this approach in your marketing efforts.
Way back in July 2016, Pokemon Go was released to the public and the app immediately did extremely well. Across the globe, articles surfaced on the app’s physical benefits and how it was getting teenagers to head outdoors and be more active. Looking back now, it is clear that the unique integration of the offline and online world was probably the biggest trigger to the app’s success.
In a nutshell, that is what we at Lumico believe to be the success of a marketing ecosystem in 2019 – seamlessly combining the offline and online world and attempting to create a ‘sea of sameness’ within this ecosystem.
So, let’s get into a practical example. Imagine you are selling laundry detergent and, of course, you have quite a few competing brands in the space. You decide to run a print ad in a popular household magazine that shows a family happily interacting and you offer a 20% discount to the first 50 customers. You now need to take this campaign to the digital sphere, so what do you do?
“Firstly, you need to drive the potential customer online, where you need to have the right tools in place to further track and interact with the customer. Here your marketing funnel is of critical importance as you move from print to digital and take your customer on this journey,” tells Daniel Malherbe, founder and director of Lumico.
Furthermore, keeping the look and feel consistent across the platforms and across the different methods of communication will ensure that you not only build on that added brand awareness aspect, you also solidify your brand within the mind of the consumer to ensure that they can identify you amongst other brands.
A perfect ecosystem is a marriage between push and pull marketing, with the added benefit of cross-device attribution models and analytics. All the print collateral drives traffic to the online pages, where the website retains these users in order to keep marketing to them, as well as the users in the database who get sent a mailer which also highlights the print campaign.
“And so you create several different touchpoints to interact with your customer and take them on this journey through the purchase funnel with the aim of driving conversions,” continues Daniel Malherbe from Lumico. Most importantly, marketing ecosystems should position websites as the strategy middle point and anchor. This means that all efforts should be aimed at getting consumers to the landing page and to ensure that this specific page is as user-friendly and fast as possible to make for a great customer experience.
“People often exclude SEO when talking about strategic directions for marketing efforts, but making sure that your SEO is on point is such an easy win for any marketing ecosystem that it would just be crazy to exclude. Any television, radio, print or digital campaign should be supported by a user-friendly website with kick-ass SEO integrations,” concludes Daniel Malherbe.
*We’ve also recently had a look at some 2020 marketing trends, check it out here.