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Integrated Digital Strategy

Every e-commerce platform is part of a broader digital and retail strategy that encompasses a range of brand identity-based aspects. They are conveyed using an array of brand-support solutions, including social media.

An integrated digital strategy is a plan involving a synergic selection of different tools that work in sync towards the same goal. Therefore, it is essential – especially when a company sells its products online – for its social media presence to be brought in line with the brand ecosystem and managed effectively, providing support for e-commerce with this singular form of communication.

First and foremost, it is a form of communication that is built on relationships and it makes social networks the ideal place to bring together brands and consumers. Social networks can be used to create ties, establish customer loyalty and make up for the lack of the contact that can be made in brick-and-mortar stores, where all of the senses are more fully involved. This can be achieved by creating added value for the products and presenting their features, history and specifications in a way that is in keeping with the established tone of voice. Social networks are a cornerstone of interaction with users and they help to produce a better shopping experience.

A unique, original and targeted content marketing plan with adequate advertising support will lead to engagement, brand awareness and therefore website traffic, thus increasing the conversion rate. Meanwhile, social sharing systems in an online store will help to promote the spread of the contents. Users who share product details are effectively endorsing their value.

In addition, it is both possible and necessary to support customer care activities with social media. It is increasingly common for users to contact brands through these channels to ask for assistance and information about their purchases. Social CRM is an indispensable way of gaining the trust of consumers and reassuring them.

Finally, integration between social media and e-commerce also involves structuring contents in accordance with the brand’s business plan and promoting collections, distinctive products and offers in conjunction with the retail area.

In this respect, social commerce can be seen as a touchpoint for users that has an impact on the purchasing experiences in e-commerce customer journeys, as part of a genuinely integrated, synergic and omnichannel digital strategy.


Discover how to create an integrated e-commerce strategy in this interview.