One buzz word of this day and age is integration and it’s a buzzword for a reason; our lives, our computer habits overlap into all aspects of our lives. A marketing campaign need to respond to this reality and integrate a comprehensive campaign into all aspects of digital marketing. Business listings, PPC advertising, and web design can be used in conjunction with each other, as well as other marketing aspects to complement other marketing tactics. The most efficient and cost effective way to do this is by utilizing a single marketing firm to handle all marketing.

A sports analogy seems to lend itself to this, When you are rowing a crew boat you have a single direction and you have many oars, which would be all the aspects of digital marketing. And just as you have one coxswain giving commands, you must have one person directing all aspects of digital marketing. You must have a coxswain, if you don’t there is disarray; sure you’ll get somewhere, but you’ll lose the race.  If a company outsources their digital marketing to various places, they may all be working toward the same end but not in a concerted, unified way. And to continue the analogy, every individual rower must be strong and they must work together and only by working together and communication can they win. And when a single marketing firm is handling all aspects of digital marketing you can be sure that no rower is rowing backwards.

Timing is often key to a marketing win and the world of digital marketing must respond quickly to changing trends and world events. A great example of this is when the lights went out during the Superbowl and Oreo immediately issued a Tweet referring to it. That Tweet was made up on extremely short notice. That could never have happened if they had multiple agencies to contact and approve that move. When you have a single marketing firm coordinating all digital marketing gives them the freedom to react in a timely manner to events or a bad review that needs to rectified.
Using one marketing director is the best way to ensure consistency across the many devices a potential customer can use to find you. If they find your company through a Google search, or look up services in a Business directory, they need to know that you are who you are, with consistency of brand and message. All the oars must pull together and so all your digital marketing needs should be pulling in the same direction.

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