Integrating Web Development with Digital Marketing Strategies

Insights from Summit’s Head of SEO

Our Head of SEO, Adam Preston, contributed valuable insights at @The GO! Network’s virtual workshop: “Integrating Web Development with Digital Marketing Strategies”. Here’s what he shared…

What are the key benefits of integrating web development with digital marketing strategies?

• A well-designed website supports seamless marketing, boosting user satisfaction, engagement, and conversion rates while reducing bounce rates.
• Collaboration allows teams to respond quickly to market opportunities and use traffic data to address drop-off points, improving site performance and conversions.
• Integrated efforts ensure cohesive design and messaging across the website and marketing campaigns, strengthening the brand experience.
• Ongoing collaboration drives innovation, keeping the brand competitive and ensuring the website and strategies scale effectively to meet future demands.

What are the common challenges brands face when integrating web development and digital marketing teams – and how can you ensure alignment?

• Lack of KPIs: Understand what metrics need to be measured to allow for efficient performance reporting and to identify opportunities for future development.
• Lack of clarity: Language may differ between teams, so be as descriptive as possible and keep communication consistent.
• Lack of objectives: Both teams should be working towards a common goal, so clear objective setting is important. Requests should be accompanied by their end-goal, and ways of working should be established in early stages of project development.

How can a brand’s commitment to user experience impact its web and marketing integration?

• Best practices should not be followed blindly – testing should always be in place beforehand.
• The UX team should be involved within testing, utilising A/B or control group testing and measuring impacts on KPIs.

How do marketers prioritise their web development requests when there are stakeholders across multiple departments?

• Consider the long-term impacts on performance – categorise requests by benefit & effort required.
• Higher priorities should be based on revenue provision – requests should be accompanied by the value it brings, and what KPIs will be measured.
• Be mindful of differences in KPIs and language between developers and marketers.

What tools or frameworks do you use to evaluate the effectiveness of integrated web and marketing strategies?

• Bespoke & adaptive KPIs for each test or project – catered to the objective(s).
• Utilise API tools for improved tracking & measurement.
• Looker Studio – allows for granular measurement of multiple tests & projects, with a conglomeration of valuable KPIs across a multitude of platforms.
  • Granular measurement of isolated operations enables greater visibility of the impacts each test/project may have.

Missed the session, or just want to revisit the webinar? View the recording here!