Understanding the Value of a Cohesive Online Marketing Campaign

Instructor: Melanie Lawson
In this lesson you will learn the basics of designing an online marketing campaign and how to integrate the campaign across different online platforms.

Searching Information

You've always dreamed about going to the Grand Canyon. This year you've decided to go! To begin planning, you start researching online. First at home on your laptop, and later on your mobile device while you run errands.

Luckily, the national park service has an integrated marketing campaign that allows you to stay connected on different mediums and find what you're looking for on various online channels. Let's look at some essential components of a great online marketing campaign - the website, mobile marketing, social media, SEO, and analytics.


The website is often the most important component of an online marketing campaign and serves as the foundation for a successful one. It's the home base for other online components of the campaign, has all of the basic information (who, what, when, where, etc.), and needs to be easy to use.

Make sure your website is clear clear, concise and easy to read. Online users click through websites rapidly and no one needs to get lost or bored looking for basic information. Link to other online pages such as Facebook, Instagram, Twitter and Pinterest.

The U.S. National Park Service website allow you to find basic information about the park and some helpful trips for planning your visit, but at the bottom of the page are links to social media pages so you can see pictures of the park or even YouTube videos posted by visitors.

Email & Mobile Marketing

Using email in an online marketing campaign can be tricky. Many email users receive a lot of junk email daily, so capturing their attention can be difficult. Some would argue that email marketing has been replaced by social media marketing and online posts or tweets.

First, send an introduction email outlining the purpose of the campaign. Follow up with another email outlining the frequency of communication and stick to this schedule. The last thing you want to do is say you'll email weekly and then email daily. In all email communication, be clear and concise.

Mobile marketing may be more effective and worthwhile than email marketing. Sending text alerts or being included in the mobile wallet or passbook is often a more effective way of engaging with the consumer.

For example, service companies such as PepBoys effectively use mobile marketing by sending consumers mobile wallet coupons and text alerts when their car is done being serviced. Users are often able to opt in to mobile marketing by downloading the app or by clicking a link on the website. However, as with email marketing, don't push too much information to the consumer and don't overextend your invitation by inundating the consumer.

Social Media

Social media pages such as Facebook and Twitter are key components of an online marketing campaign that often increase traffic through electronic word-of-mouth marketing(eWOMM).

When using various social media platforms, integrate the content and keep the message and branding consistent across the different pages.

For example, using the same hashtags (#) on Facebook, Instagram and Twitter will help create one online conversation and prevent online users from having multiple conversations in different areas.

Post and interact frequently. Frequent Facebook posts or tweets build trust and credibility in the online community and increases interaction with online users. Trust and credibility are important when the campaign is doing any kind of fundraising or support seeking online.

Using the previous example of Grand Canyon National Park, if the park was conducting an online marketing campaign to raise funds for park improvements, frequent posts and communication with online users would help create trust and assurance that funds are being used correctly and not disappearing into a black hole.

Use Social Media to promote your marketing campaign.
Social Media

SEO and Paid Search Marketing

Search engine optimization (SEO) refers to how your website comes up in search engines like Google. If you type in 'Grand Canyon' into Google's search bar, the National Park Service website likely comes up first.

One of the keys for SEO is using the appropriate titles on your page. The title for the homepage should list the name of the business and other key terms like the product type or business location that will help placement in the Google search result.

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