Integrated marketing helps businesses deliver a consistent message and maximize the impact of their campaigns. With a growing number of channels to reach customers, it is crucial to create a consistent story across all of them. Using integrated marketing ensures that your message is consistent from one channel to the next, thereby increasing the likelihood of your target audience taking action.
Before implementing an integrated marketing strategy, it’s important to know what you’re trying to achieve. This means understanding the mindset of your consumers, how your competitors position themselves in the market, and what your brand identity is. Then, you can start thinking about the messaging and design of your campaign. You should also consider how consumers will interact with your product and customer service.
When it comes to promoting your brand, the main goal is to build brand awareness. When your audience recognizes your brand across multiple channels, they will trust it more. This means creating a consistent visual aesthetic and voice for your brand. You should be consistent in your messaging across channels, including print and digital.
Integrated marketing campaigns aren’t always successful. Sometimes successful companies try and fail to engage consumers with a marketing campaign. For example, Walkers, a popular potato chip brand in the UK, launched a social media campaign called Walkers Wave, asking consumers to post selfies with the hashtag #walkerswave. The winner would receive tickets to the UEFA Champions League final.
Another important benefit of implementing an integrated marketing strategy is cost-effectiveness. Without it, marketing campaigns could be costly, since marketers would need to create separate assets for each channel. However, IMC ensures that everything is connected and coherent, increasing impact and customer satisfaction. This is particularly true for multichannel marketing.
Once you know your business goals, you can adapt your marketing strategy to meet them. If you want to attract more customers, you can focus on improving customer service. The key to success is to leverage all available communication channels. This means using digital marketing, but you can also use traditional methods such as newspaper and magazine advertising.