Integrated Marketing Campaigns
Customers are empowered, demanding and forever switching between channels to interact with your brand. Many companies fail to realize that the concept of “channel” means nothing to the customer. Customers simply expect you to know them, personalize the message and treat them as unique.
Marketing campaigns are the main method for both communicating with your audience to reinforce your positioning, and for customer acquisition.
What is an integrated marketing campaign?
An Integrated Marketing campaign is an approach to creating a seamless experience for consumers to interact with your brand across multiple channels. It is a process designed to ensure that all messaging and communication strategies within multiple stages of a promotional campaign all work together as a unified force; consistently received by the greatest possible number of people in a target market.
Integrated marketing campaigns can be a tricky art to perfect. We live in a multi-media world, which means that new media and old media sit alongside one another. Our clients obtain successful results when we factor in consistent branding and messaging, frequency of communications and deciding on your primary channel.
What are integrated marketing communications?
Integrated marketing communications (IMC) is an expansion of modern and traditional marketing strategies, to optimize the communication of a consistent message conveying the company’s brands to prospects.
Communications and marketing channels continue to converge, which means agencies need to tap diverse expertise and experience to build engaging, creative campaigns. Our team has the ability to provide clients with high-level strategic thinking, creative excellence and integrated campaigns.
The Shift from Fragmented to Integrated Marketing
Businesses focused on only one channel for reaching prospects, such as Google AdWords (PPC), are losing out on many opportunities to influence a greater number of potential new customers.
This “one-size fits all” approach is both unproductive and costly due to the lack of tools for measuring results in terms of sales.
Today, marketing is viewed as a two-way conversation between brands and consumers.
A shift from mass media advertising to multiple forms of communication.
A larger focus on developing marketing communications activities that produce value for target audiences while increasing benefits and reducing costs
The growing use of data-based marketing as opposed to general-focus advertising and marketing.
The growing popularity of more specialized (niche) media with increased segmentation of consumer preferences .
Benefits of an Integrated Marketing Mix
Create a competitive advantage, boost sales and profits, while saving money, time and stress.
Competitive advantage: When the same message is delivered through all marketing channels, the company’s brand becomes more recognizable and consistent, thus increasing the brand’s competitive advantage.
Brand reinforcement: Consumers are on the skeptical side of the fence. By integrating your brand’s message and keeping them consistent, you will develop greater trust since consumers rely on familiar companies and brands when they need to make a purchase.
Reduced marketing and advertising costs: Since a different campaign does not need to be developed for each channel, the messages and imagery are reused over and over. Photography, graphics and content are costly to any business. By integrating your campaign you’ll eliminate the need for duplication, as when you integrate, you share across channels, saving money and valuable time.
Greater reach: this type of marketing strategy reaches a greater audience because of its diversity. Consumers who only consume advertising through digital media, for example, are exposed to the same messages as consumers whose only brand exposure comes from print, television or radio advertising.
Engagement boost: Better trusted brands achieve considerably more engagement, meaning customers will be more likely to click on the very enticing link you have provided them. Research has shown that content published on two or three channels achieves an average 24% increase in engagement.
Increased efficiency: Integrating your campaign will help streamline your marketing processes. Once you’ve decided on the central message to be implemented across your various channels, you’ll find you have a much less complicated campaign to run. It is a more efficient use of time, thus cutting down on planning, meetings, and resources.
Increased revenue: This is a two-fold effect. By increasing efficiency in campaign management and reaching a greater number of targeted new customers, your business will see increase in revenue from multi-channel marketing campaigns.
Make your marketing outperform yesterday with digital marketing strategies that focus on results.