There are a plethora of innovative integrated marketing platforms in today’s society, with numerous technology solutions and business opportunities that use multiple resources to reach their consumers. This can come in diverse forms in a world driven by consumers, whether it be emails, flyers, blogging, direct mail or social media.When you bring content creation into the equation, integrating these different channels by maintaining consistent brand communication is key. People need to understand why you are implementing this style of a campaign in your company. Here we explore five reasons why:
WHAT IS INTEGRATED MARKETING?
This type of approach is a decisive method that involves combining multiple marketing ideas to communicate a single, consistent brand message. It aims to create a path between all your strategies where you engage with consumers, both online and offline.You will find many large companies – such as Coca-Cola, Old Spice and GoPro – use this approach for getting their information out to a range of consumers.One example is the way you can get good leads from the blog section on your professional website. This can be achieved by feeding into your email campaigns and shared across your social media pages. These, along with flyers and QR codes, can direct your consumers to your website’s landing pages. If you’re hosting a promotional event for your goods and services, this strategy means using social media to promote the event.
HOW TO EFFECTIVELY ROLL OUT INTEGRATED MARKETING
For success moving forward, the brand messaging across all programs must be consistent. That way, your clients can identify your brand easily and respond in a way they desire. This requires four key elements – the four C’s: coherence, consistency, continuity and complementary.COHERENCE
All your marketing channels should reinforce the same directive. This involves using a consistent design through colours and imagery, the same tone of voice in your copy, and the same call to action. Your clientele will feel more at ease knowing that you have the same voice wherever they engage with your business.CONSISTENCY
All your marketing channels should reinforce the same directive. This involves using a consistent design through colours and imagery, the same tone of voice in your copy, and the same call to action. Your clientele will feel more at ease knowing that you have the same voice wherever they engage with your business.CONTINUITY
While the content you share across different avenues does not have to be identical or even the same topic, your direct messaging should continue to build and expand on previous content, and feature the primary marketing message.COMPLEMENTARY
Your different channels should fit together to create an even stronger message. One piece of content should be strong in itself, but should be made even stronger when read together with others. This means all the campaign considerations need to be bought together to create a cohesive and strong message.WHY IS INTEGRATED MARKETING IMPORTANT?
Although digital platforms have become the fundamental way that many enterprises reach their customers, it by no means covers all bases.Traditional strategies remain an approachable, personalised way of building a relationship with your patrons, as they already trust content from you in this way. Additionally, you should be aiming to combine both methods within your marketing strategy. Here we explore why.1. SPREADING YOUR MESSAGE
According to small business leadership expert Gino Wickman, a potential consumer needs to hear your message seven times before they’ll act on it. What this indicates is that more than one promotional network simply won’t be enough.An integrated approach sends your message multiple ways, therefore increasing the chances of it being heard. Best of all, customers often engage with multiple channels – and those who do tend to spend more than other buyers. Therefore, spreading your brand’s message can increase your return on investment in quite a significant way.
