The What, Why and How of Integrated Marketing

integrated marketing

Approximately 49% of businesses in the US, use digital marketing to promote their products and raise brand awareness. That’s about half of all businesses in the US, which isn’t too bad. However, things beyond the surface might paint a bleak picture with integrated marketing.

You see, having a digital marketing strategy is one thing, but having an effective one is another. That’s why smart companies adopt integrated marketing to ensure effective marketing across the spectrum. But what exactly is integrated marketing, and why is it so important for businesses?

In today’s post, we’ll be looking at all you need to know about integrated marketing. Starting with what it is, why it’s important, and how you can implement this marketing strategy.

What Is Integrated Marketing?

Integrated marketing is a buzzword in business spheres, but what exactly is it?

Integrated marketing focuses on providing your target audience with a cohesive brand experience across all communication media. Others may refer to it as integrated marketing communications or omnichannel marketing, which means the same thing.

This marketing form is especially important today because of the plethora of digital marketing forms available today. It ensures that your company’s message remains consistent across all marketing platforms. This includes your social media marketing, web content, and other marketing forms.

This marketing technique ensures seamless integration of everything related to your company’s outlook to the public. This includes promotions, ads, public relations, and social media. This consistency ensures better results from the company’s concerted efforts to raise brand awareness and market its products.

A proper omnichannel marketing strategy incorporates various aspects of digital and conventional marketing for the greatest effect. Some of the most effective tactics for an omnichannel campaign include:

  • Paid search
  • Influencer marketing
  • Press releases
  • Direct marketing
  • Public relations
  • Case studies

These are just a few of the marketing and PR tactics that can form part of your omnichannel marketing strategy. The most important thing is to ensure consistency and cohesiveness across these various channels in both imaging and messaging.

How To Get Started With Integrating Marketing

Integrated marketing isn’t as simple as throwing the same ads all over the internet. Doing so will, in fact, work to your detriment, making you seem lazy and uninspired. Omnichannel marketing requires you to connect with your audience and maintain this connection across all platforms.

This seems easy enough, but it’s a lot harder than you think. Here are a few pointers to help you kick off your integrated marketing process on the right foot.

Be the Customer

The first step in creating a successful omnichannel strategy is putting yourself in your customers’ shoes. If you were the customer, what would you find most important? This perspective will help you craft an omnichannel strategy that meets your customers’ expectations.

Brainstorm Brilliant Idea

You’ll have to come up with brilliant ideas to help you meet customer expectations. Pay particular attention to whatever gives you the edge over your competition. Leverage this competitive advantage to strengthen your marketing strategy.

Align These Ideas With Your Brand Values

Now that you have a few brilliant ideas, it’s time to make them part of your business identity. For the best results, make sure your ideas align with your core values.

Take Advantage of Various Marketing Platforms

Next, you’ll want to leverage the strong points of various marketing platforms to your advantage. All these different channels must relay your message and ideas effectively. Put an equal focus on every channel to reach a wider audience and improve conversions.

Why Is Integrated Marketing So Important for Business?

Omnichannel marketing is a seemingly costly endeavor for businesses. This raises the question of whether adopting an integrated marketing strategy is worthwhile. Well, here are a few reasons why integrated marketing is important for your business.

Helps Improve Marketing Results

Integrated marketing helps sidestep the inherent separation between departments or platforms in conventional marketing. This inconsistency paints the wrong image for your customers and sends the wrong message.

The last thing you want to do is come off as disorganized to your customers. An integrated marketing approach helps engender cohesiveness to generate better results from your marketing effort. Conveying a harmonious message is imperative to building confidence among your customers.

Improves Your Brand Image

In today’s visual-centric world, image is becoming everything for businesses. However, creating the right image requires coherence throughout your image. Without that, all you’re doing is confusing your audience.

That said, a proper omnichannel marketing strategy will help all your brand elements line up seamlessly. This ensures that your image remains the same throughout all platforms. As such, customers can identify your brand with your colors and images.

Public relations is also a focal point of integrated marketing. A proper strategy will help improve the public’s outlook towards your business.

Helps Reduce Business Costs

Any astute business owner understands how important it is to keep spending at a bare minimum to improve profits. That means looking for any reasonable means to cut costs. Integrated marketing can help businesses cut their spending quite significantly.

That’s because the company won’t have to come up with new images and designs when advertising on different platforms. Instead, the company can use the same images and themes for all the platforms. This can reduce marketing spending by a considerable margin.

The same goes for other forms of advertising, like media production, for instance. You can use the same videos you use on Youtube for your TV ads.

Saves Time

The phrase “time is money certainly holds true in business,” and is the case in omnichannel marketing. That’s because it saves you the trouble of having to create different advertisements for different platforms. This saves you a lot of time and effort that you can use for something else.

Give Integrated Marketing a Chance

If you want to stay ahead of the pack, implement an integrated marketing strategy that includes programmatic advertising today. It’s okay to get professional help so you can get it right the first time.

Contact us today so we can get started on your company’s omnichannel strategy.

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