It seems that offline and digital marketing have interconnected to affect one another these days. Offline marketing like TV advertisements now gain traction online on social media sites, such as Twitter, Facebook, and Google+. This means that offline ads can have a significant impact on your SEO campaigns. This could also mean that marketing has become so multi-channelled and integrated that differentiating one channel from another makes no sense anymore.

The secret to marketing the right way is to comprehend the relationship between each different marketing channel and how one complements the other. Here are four concepts that digital marketers often miss when trying to understand the existing marketing channels.

  1. ROI- Driven Metrics

Most marketers simply measure every metric they have access to, rather than focusing on metrics that have the gravitas to their campaigns. As such, they are throwing out valuable resources and generate incorrect data.

The right way to go about it is to make a list of everything you want to measure. You should only measure those that have great impact to your campaign. Study each metric and ask yourself about the decision you could have made differently if you knew about the result beforehand. If you can’t find the answer, it’s maybe not a good metric. Focus on the metrics that actually lead to conversions or those than generate sales.

  1. Behavior-Based Marketing

Don’t guess about the behaviours of your customers. You have data and access to search patterns, interactions, and conversations on social media to help you identify the behaviour pattern of your customers. This is great in formulating informed, data-driven decisions. There are tools like Google trends and Social Mention that help you do that. By data analysis, you can create plans that can influence pricing, features, sales, customer service, and logistics.

  1. Complete Alignment of Goals

There’s no need for you to be everywhere online. Once you’ll know your target audience, choose the appropriate social networking sites to reach them. If you are targeting 50 year old business professionals, you may not find them lounging on Pinterest. Find a place online where your target audience gathers.

  1. A Willingness to Fail

Accept the fact that sometimes, programs are going to fail- no matter what you do. The key is to identify when do these situations happen, and having the courage to cut and run. You should ask why the program isn’t working before cutting it. Programs that are worth saving are those that reach their target audience successfully, but carry the wrong messaging. What marketers should do is to only tweak the messaging and measure the results again.

While it’s ideal to integrate marketing, it can oftentimes lead to chaos. If you want to be successful in managing this transition, you should always think about the bottom line. Ask yourself why you are marketing in the first place. As we all know, the goal of marketing is to produce results- and it’s not about ranking high in Google search results. It’s all about producing conversions, sales, and leads.