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5 Things to Stop Doing for Better Integrated Marketing by Chris Dowse of Anicca Digital

Written by Chris Dowse on 16th February 2021

Chris Dowse presented “5 Things to Stop Doing for Better Integrated Marketing” at Anicca Digital’s 6th Leicester Digital Live Conference on 16th February.

You can watch the replay here, download the pdf and read the summary below:

Watch the Video

Read and download the pdf here


1-30pm – Chris Dowse, Anicca Digital

Read the summary

Anicca’s own Chris Dowse, Head of Paid Media Strategy, shares some of his and clients’ lessons relating to expectations and misconceptions around integrated digital marketing.

A lot of the time we look for actions that we should start doing; but what about some things that we should do less or even stop in order to make our understanding clearer and our strategy more effective? Here are Chris’s top 5 things to stop doing…immediately.

1 Trying to get one channel/tactic to do it all

Depending on where your potential customer is in their buying journey, they will be in different mindsets. Some might be interested in a topic that they are starting to research, other will be further on and looking to purchase or convert in the very near future. If your plans focus too much on inrest, you may lose out on those with intent and focusing too much on intent means you might to be capturing the attention of those nearer the start of the journey.

Working across multiple platforms creates a synergy for interest levels, notably when combined with YouTube and TV advertising.

2 Expecting every channel to convert users

Focusing solely on attributing revenue to channels means you skip and miss out on a lot of valuable data.

When you consider the big picture of attribution, there are:

  • Multiple platforms available
  • Numerous models available within those platforms
  • Difficulties associated with cross-device attribution
  • Lack of tracking capabilities or some channels are missed entirely
  • Ongoing changes to privacy and tracking capabilities

Depending on the channel, different actions have varying values; such as likes, shares, views, sessions, downloads etc.

The best attribution weights these actions according to the value that you place upon them.

3 Jumping straight to the sale without introduction

You would be very unlikely to buy from someone knocking on your door unannounced; the digital world is no different.

Research and statistics show that buyers expect content to be produced to create trust and build relationships, in order to incorporate that along with price, for example, into their buying decision.

4 Ignoring how your audiences use different channels

Around 90% of video content on Facebook is watched muted, yet advertisers continue to produce video content without subtitles.

Different channels have different expectations about the suitable length of content for the platform and its users.

5 Relying on Google Analytics to tell the whole truth

  • Google Analytics is a powerful tool but it isn’t all-seeing and all-knowing
  • It has scope, attribution and time limitations
  • Take the time and make the effort to look at other attribution models
  • Or at the very least, understand the limitations and even misinformation that GA might be putting in front of you

For more information, you can contact Chris at [email protected]