ABSTRACT
Chapter 9 reviews the third step of the Integrated Digital Marketing (IDM) Strategic Model, how to Connect with and Convert the organization's target audience. A well-executed IDM strategy Conveys the organization's brand message across all digital platforms to form personalized connections with its target audience and is then able to convert potential users of its product or service into leads, leads into stakeholders, and stakeholders into brand advocates. The first tactic to Connect and Convert is mobile marketing. Mobile marketing tools include mobile optimization, mobile advertising, mCommerce, messenger apps, chatbots, augmented and virtual reality, and gamification. The second tactic is location-based marketing, which uses mobile devices to target users based on their current or previously visited location. Location-based marketing tools include geofencing, geotargeting, geoconquesting, proximity marketing (i.e., BLE, Bluetooth Low Energy; NFC, Near-Field Communication), quick response (QR) codes, and local search engine optimization (SEO). The third tactic is lead nurturing, which is an ongoing tactic that leverages content to Convey the organization's brand message and Connect with its target audience to more efficiently Convert leads into stakeholders and brand advocates. Lead nurturing tools include premium content offers, calls to action (CTAs) and landing pages, click funnels, and email campaigns. The fourth and final tactic is lead conversion, which includes converting prospects into stakeholders and then managing stakeholder relationships. Lead conversion tools include social customer relationship management software, customer data platforms, stakeholder relationship management software, and social advertising.
