Business integration of websites

‘Integration’ has become an overused term with regard to Internet marketing activities and it can be implemented with varying degrees of success. Internet business integration describes the techniques of combining all online and offline activities as closely as possible to produce the same creative imagery and message content to the target market.

Business integration should therefore be a core consideration in the overall marketing strategy of a company, and the ways that a website is designed and operates can be central to this process.

How your website can support an integrated marketing strategy

With online marketing now becoming in an important business channel for many companies, the website is central to an integrated marketing campaign. Examples of this can be:

• All marketing and advertising activity, whether online or offline, should include the web address to provide more information, or specific micro-sites can be used to support a targeted campaign
• The use of branding, images and content on a website can support and enhance other marketing channels
• The web address should be included as a link from all company e-mails, either incorporated in the message at relevant points, or within the signature file
• Customer services can use the website to provide additional support to customers or prospects - you can make the website the first port of call for any information or services you provide, but also give users the option to call speak to someone too!
• Always remember that some prospects or customers won't have access to the Internet (yes, it can still happen!), so be prepared to provide information to these groups as well.

The Web Marketing Workshop can help you identify ways to integrate your online development and marketing strategy with other parts of your business process. Contact us now to find out more, or request our FREE 30-minute marketing report to get our perspective on your website and possible marketing opportunities.