The new buzzword in the market – Integrated Marketing is here to stay. Moreover, it is a form of marketing which is changing the landscape of brands around the world for a long time. Though it is not a new concept, companies are globally implementing strategies around this concept to strengthen their position in their verticals.
Even the best digital marketing agency is moving towards a marketing tactic that is eliminating gaps in the marketing of a brand. Anyway, it is crucial to familiarize with the term and head to the understanding of the tactics and incorporation. Without further ado, let’s dive right in.
Simplifying Integrated Marketing
What happens when you explore a brand while walking down the street with an amazing tagline and an equally high-quality range of products and then you head home and open their Instagram account and you meet a completely different tagline and branding? The confusion would settle in about the brand and most probably you end your research right then and there.
Integrated Marketing, on the other hand, is a concept used to eradicate these discrepancies and provide a linear branding solution to the brand. It exists to provide consistency and help deliver uniformity of brand message across multiple channels irrespective of the customer interaction.
You might find this concept to be much more close to 360-degree marketing but there is a fine difference between the two. 360-degree marketing doesn’t work to fill in the communication gap in the channel while Integrated Marketing makes a refined use of the ideas and concepts to help customers quickly point out the brand just from the messages and brand tags.
Creating Integrated Marketing Strategy: Addressing the Tactics
To begin with the process of creating an effective integrated marketing strategy you need to work through it step by step.
1. Lead with the Campaign Goal
At the heart of the campaign stays its goal which directs and diverts the campaign accordingly. Moreover, you have to be precise and clear with the goals of your marketing campaign. There is performance, traffic, engagement, content impact sentiment, lead generation and sales.
It will help you design your campaign and drive those ideas towards your brand. You can use different methods to track those metrics for your business but before you go and begin with the tracking, you need to create a campaign that works.
2. Create Channel-Based Goals
Creating an overall goal will help you with choosing the channels and setting individualistic goals for it. With marketing expansion, there is a huge range of options for you to create a mark on the industry. However, it is important to know which works the right according to your campaign’s goals.
As Hubspot suggests, there are 10 major marketing channels right now in the market namely:
- Advertising (both print and PPC)
- Direct marketing
- Email marketing
- PR
- Personal Selling
- Sales Promotions
- Digital Marketing
- Social Media
- Events and Sponsorships
- Packaging
However, using all of it for delivering engagement content is completely berserk. However, if you choose the right channels and stay witty with the strategy, then your campaign would be much more effective.
3. Create a Channel-Based Buyer Persona
Every buyer from a channel will have a persona that your brand needs to account for. Understanding the needs and demands of the market through these channels is crucial in developing the strategy for that channel. Integrated marketing works best when you know what to expect and supply for a particular channel altogether.
The buyer persona also helps with targeting specific communities and audiences. If your brand is working with a small customer base and high volume, then it would be a perfect fit for your business to drive those sales and generate leads.
4. Ideate Around Marketing Assets and Messages
Adapting to the channels is pivotal for the campaign as it gives a kick-start to the strategy. If you know which assets can be repurposed for your campaign it will help you to create an action plan more effectively. Think about it, you have a 3-mins corporate brand video and have to use it across channels, you can be very creative about it.
There are trailers, shots, posts, quotes, GIFs, branding, and many more options for you. However, you need to remember that consistency across the channels is also important while delivering the message via the channels.
5. Align Your Campaign with Lead Generation and Sales
At the end of the day, the focus is to generate leads and drive sales for the business. Thus, you need to keep a check on the campaign and how well it brings out the leads and sales for your business. Understanding what calls for the customer and what pushes them to decide on your products or services.
The visuals and messages work as an asset for your business and when you divert them to form a strong call to action for your brand’s solutions, it will yield the best results in a short period.
6. Launch the Campaign – Measure – Fine-Tune – Relaunch
With the complete strategy in line, it’s time for you to put a start pushing out the content for the customers. However, hire professionals before you set out the course for it. You can use the top SEO services for content marketing, social media services, and much more.
Furthermore, you need to know whether it is working for your brand or not. Check the results, iterate your strategy and relaunch it for your brand’s visual presence and marketing. You cannot go wrong with it because Integrated Marketing is all about experiments and knowing which one is working for your business.
The Bottom Line
As the market verticals are evolving every day, the need for your brand to grow better in the industry is an important task. Integrated Marketing helps you to grow better in the industry by allowing you to create a mark among the target community over and over again. This subtle feed of branding over multiple channels strengthens your brand’s presence.
With the marketing of your company settling in, work on your brand’s website to ensure that the logo, messages, products, and services are linear across the plane. Take up the top web design services for your brand and ensure that the visual representation is uniform throughout your internet space.