What is Integrated Marketing and How Do You Run a Successful Campaign?

What is Integrated Marketing and How Do You Run a Successful Campaign?

We are big believers in integrated marketing.  When you make sure that your marketing is cohesive across all marketing channels it means your customer gets the same experience no matter how they find you.  If you don’t use an integrated marketing strategy, your customers can see conflicting or disjointed messages. This, in turn, can make people think your whole organisation is fragmented and lacking organisation – that may not be true, but it gives that impression.

The goal of integrated marketing is to ensure consistency across all touchpoints, whether it is traditional advertising, digital marketing, social media, public relations, events, or any other form of communication.

What makes Integrated Marketing Successful?

  1. Know Your Audience
    Yup, here it is again – the first step in every one of my list of tips!  When you understand your target audience’s preferences, behaviours, and demographics, you can tailor your messaging and choose the most effective channels to reach them.
  2. Then Divide Your Audience
    Oh, step two curveball!  The real term for this is segmenting your audience.  Not all of your audience are on the same stage in their journey, not all of them have the same problems so they need you to speak to them in the right way, or as we say – Right Person, Right Message, Right Time.  Map your customer journey and speak to them throughout the path.
  3. Develop a Unified Message
    Once you know who you are speaking to, you need to craft a consistent message that will speak to your audience across all channels, and then use that message everywhere.  Just because you segment your audience, doesn’t mean you change your brand voice or the way you speak to them.  You need your messaging to be consistent so no matter how people find you, they know it’s you.
  4. Define your Value Proposition
    What problem does your product or service solve?  What makes your product or service different from others?  If you don’t answer these questions for your audience before you take them to your website, you will lose your potential customers before you hook them.
  5. Get Creative
    The step after all this planning and strategy is to create something special.  Something engaging that will draw people in and be heard over the crowd, and something that can be used across all of the platforms in your integrated marketing campaign. It doesn’t have to be the same thing on all channels, but it should be recognisable as being from the same campaign.

I didn’t say it would be easy, but I can promise that focusing on an integrated marketing strategy will be worth it in the long run.

If you need help targeting or engaging with your audience, get in touch.

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