Every Piece of the Puzzle Must Fit to Properly Market the Brand
When each marketing strategy being used in a business fits as a puzzle piece into an overall goal, a digital marketing ecosystem occurs.
There are hundreds, perhaps even thousands, of ways to promote a brand digitally. The web opens up marketing opportunities that were once only dreams. Online advertising connects audiences with brands more quickly and with more ease than ever before. But there’s one factor that often gets overlooked. All of those methods of marketing must work together for a common cause, therefore creating an ecosystem in digital media marketing.
What is a Marketing Ecosystem?
Webster’s defines an ecosystem as “a system formed by the interaction of a community of organisms with their physical environment.” One might wonder how this word fits into the world of marketing. JB Media Group, LLC does a great job of explaining the concept: “We consider online marketing to be an ecosystem – a system of interconnecting and interacting parts – formed by three distinct areas of content creation: search engine optimization, social media, and target marketing.”
The best way to visualize it is to consider the different types of marketing being used to promote a specific brand. Each one of those parts — whether it be social media, email marketing, Search Engine Optimization, content marketing, a website, etc. — must feed into the overall position of the brand to create a successful marketing ecosystem. Each section of marketing must serve the purpose of the greater good in that it draws the attention of online viewers to the brand in a positive way, which is the goal.
Why a Digital Marketing Ecosystem is Necessary
When every part of digital marketing feeds into the overall marketing goals, the result is a successful marketing ecosystem. Then each piece of the overall whole can be further subdivided into its own ecosystem. For example, social media marketing can be subdivided into a social media marketing ecosystem even though it is one of the main pieces of the overall marketing ecosystem. Search engine optimization can be divided into its own subdivision, with each piece of the puzzle connecting both within this subdivision and within the overall goal. Content marketing and lead generation can bring entire new audiences to the brand, but the focus must continue to be on creating a positive, universal image for the brand.
The need for a digital marketing ecosystem is the direct result of needing to keep the goals of digital marketing focused. It’s important that one message is not being portrayed via one social network and a totally different message is being distributed via another. Everything must focus on creating a solid positive image for the brand. At the center of every digital marketing technology ecosystem is the brand, and all the pieces must fit around the message that the brand is to portray in a neat manner.
Digital marketing is the way to get a brand noticed because it’s what everyone is using. It puts the brand directly into the hands of the audience quickly and succinctly, giving that brand the opportunity to form an impression quickly. It’s important that every section of the ecosystem fits neatly together, creating an overall similar vibe for the brand.
Attending a digital marketing conference is a great way to learn how to create an ideal digital marketing ecosystem. Conferences teach valuable insight into creating marketing plans using all that the web offers, plus they keep marketing professionals motivated and give them opportunities to network with other like-minded individuals in the same or similar roles.
Regardless of whether the research comes from attending a conference or doing research online, learning to create a strong digital marketing ecosystem is an important part of successfully promoting the brand.