Rule 3
Create an integrated marketing network
While it is possible to catch a fish with a fishing pole, it is much easier to catch a school of fish with a large net. The same rule applies for your brand's digital presence.
In the digital age, there are a number of platforms and networks on which people are searching for information. Make sure you are where your audience is and, more importantly, once you have them, make sure you keep them. Your blog should lead to your website, your website to your Facebook and Twitter, your Facebook and Twitter to your mobile application, and so on. The wider your net is cast, the more fish you are going to catch.
A great example of this is a recent campaign run by Cottonelle. Cottonelle utilized outdoor media to spread the word about a campaign that asked consumers, "Which way do you roll?" The campaign immediately drove to mobile marketing -- consumers texted in their response -- which then drove to the web and social media. Each channel was also marketed and available independently of the other channels. If accessed independently, they then drove to other channels respectively. The findings were used in a follow-up campaign that then explained that the majority of people roll their toilet paper roll "over the top." By utilizing multiple touch points through an integrated network -- rather than a website alone -- Cottonelle was able to engage a much wider group of consumers through a more interesting, integrated, interactive experience.
