Integrated Online Presence

Integrated Online Presence (IOP) is OnlineMatters approach to online marketing. It brings together all elements of the marketing mix to maximize the visibility of the customer�s brand online to their specific target audiences. It means that PR activities integrate tightly with SEO activities, which in turn integrate tightly with word-of-mouth marketing, PPC campaigns, CPM campaigns, affiliate activities, email, and direct marketing campaigns. IOP yields a multi-channel, highly coordinated set of marketing activities. It puts your company in the most impactful places, most frequently to generate the highest number of visitors, leads, and sales.

Integrated Online Presence is grounded in a holistic philosophy about the marketing function. It is not a campaign-driven philosophy, although coordinated campaigns across all marketing channels are a natural outgrowth of Integrated Online Presence and are usually at the heart of any IOP implementation.

OnlineMatters Integrated Online Presence is founded on five core principals:

1. Understand in great detail your target customer segments.


2. Own a core words and images that evoke the appropriate emotions in that target audience.


3. Focus reach where your target customer segments engage in the web conversation.


4. Coordinate activity in one online channel with marketing activities in any other.


5. Maintain a custom set of metrics for success. Standard metrics are insufficient to achieve consistently high returns for shareholders.