In this Digital Era, there are literally thousands of ways to promote a brand. Clients often ask us, What’s the best channel to get leads? There is no unique answer. Nowadays, to be able to remain competitive, organisations need to adopt integrated marketing strategies. What exactly is integrated marketing? How is it different from omni-channel marketing? Let’s find the answers in this article: “Integrated Marketing: A New Technological Era for Brands”
Consumers are bombarded with ads on every channel, every time they are using the internet. Most of them are annoyed. They want to have a meaningful connection with the brands in a way that helps them. Integrated marketing has solved this problem by sharing a useful message with the help of social media campaigns, SEO strategies, PR, and advertising.
Let’s understand it step-by-step.
What is Integrated Marketing?
Integrated marketing is the approach to conveying a unique message about a brand with the help of social media channels, SEO, paid advertising, and PR. It is also used to engage the audience(s) through sales funnels. It improves consumer engagement and helps establish a personal connection with your brand.
The difference between omnichannel and integrated marketing.
Integrated marketing is a part of omnichannel marketing. It focuses more on the customer experience than on the brand. Integrated marketing aims to make the sales experience seamless. In a time where internet users are constantly bombarded with ads, a seamless approach feels less “pushy” and enables brands to connect with clients.
The fine line that separates omnichannel from integrated marketing is targeting and personalisation. The integration part aims to unify a message. The omnichannel approach ensures that the message is being delivered to a unified audience to achieve a unified goal.
The true potential of this strategy is to unify the brand experience in a seamless manner, but also to amplify a brand message across diverse channels to gain a competitive edge.
How does it work?
Let’s do a marketing experiment. Try to put yourself in the shoes of a client.
You see an ad for a product, as well as many other, generic ones, like the hundreds that you saw today on your mobile, laptop, or TV. How does it feel to you when you see irrelevant and unclear ads? You probably ignore it. Right?
Now, you see an ad that addresses a problem that you have and “speaks” to you. That seems to come naturally in your social media feed. Nothing tacky or flashy, just something that makes sense. And you see more of this ad set, all seamlessly integrated into your digital routine.
When you are ready to purchase a product that will solve the problem that you are experiencing, which brand are you going to think of first? The one in the generic ad or the one that “speaks” to you?
The one that “speaks” to you is the one created through integrated marketing.
How is this new marketing strategy important?
According to the Management Study Guide, Integrated marketing communication scores over traditional ways of marketing as it focuses on not only winning new customers but also maintaining long-term, healthy relationships with them.
In the age of digital chaos, consistency is crucial! Without consistency, a brand can’t establish trust and authenticity. Additionally, it helps in reaching a wider audience and increases the possibility of generating more revenue. Last but not least, it adds value to your customers and helps in improve the customer experience.
5 crucial points of integrated marketing
Creating an integrated marketing campaign might seem like rocket science; however, when properly planned and based on market research, it can be highly efficient. You need to be sure of the following points before executing integrated marketing:
- Creatives or content must be aligned with the brand’s guidelines.
- It must resonate with the core message or solution that your products or services provide.
- The content must be visually consistent across all the channels.
- The message needs to be personalised.
- Objectives must be set before proceeding to content creation.
3 phases of an integrated marketing campaign:
I) Develop a Marketing Plan
An integrated marketing plan is a document that outlines the objectives of a company’s marketing strategy, its target audience, the messaging strategy to reach them, and how the company will measure success. The marketing plan should include all the marketing efforts, such as advertising, public relations, social media, etc., which, are necessary for success in today’s competitive market.
II) Identify Marketing Channels
Integrated marketing channels are a combination of traditional and digital marketing channels to reach the target audience in a more effective way. It is the integration of different marketing channels that ensures that all aspects of the campaign are working together.
III) Campaign Execution, Measurement, and Optimisation
Executing an integrated campaign is the practice of executing a marketing campaign that uses more than one marketing technique to promote the same product or service, all consistent with each other.
Measurement and optimisation are the two most important parts. Measurement is the process of measuring the success or failure of a marketing campaign by analysing data from various sources. Optimisation is the process of adjusting and refining marketing campaigns to increase their effectiveness.
A strategy best designed through your local digital marketing agency
An integrated digital marketing strategy isn’t easy to implement but provides one of the highest ROIs of all strategies when executed properly. The team at Sydney Digital Agency is fully qualified to provide integrated marketing services in Sydney. With 12+ years of expertise, you are assured of unparallel SEO services, paid advertising campaigns, PR, and social media marketing.
We have a team of graphic designers, web developers, SEO experts, and promotion specialists. We have flawless command of leading promotion tools such as Facebook, Instagram, Google Advertising, Google Analytics, and so on.
We make sure each campaign’s creative is seamless across all marketing platforms. We regularly optimise campaigns so that they improve over time and provide our clients with the best ROI possible.
Drop an email at contact@sydneydigitalagency.com.au to book a consult.
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