Integrated marketing is an approach that focuses on developing a unified and seamless experience for consumers to communicate with a company. It is designed to amalgamate all the vital aspects of marketing communication like sales promotion, advertising, public relations, social media, direct marketing, etc.
It is an extensive process that is designed to ascertain that all communication and messaging strategies are centred on customers and communication and messaging strategies are consistent across all channels.
Integrated marketing strategies are effective in all verticals as well as industries because they showcase consistent branded messages that the audience can connect to, thereby increasing the brand recall and engagement
Following are some of the important benefits of an integrated marketing strategy
Strengthen the Brand Image
Consumers today receives thousands of promotional messages from various brands on a daily basis. Therefore, it has become more important than ever for a brand to hold a distinctive identity that sets them apart from their competitors. With integrated marketing campaigns, companies can use a single, unified message to summarize what their products or services represent, hence making it easier for their audience to identify and understand them.
Gain Competitive Advantage
When brands use a single message on every advertising channel, consumers tend to remember them automatically- this puts them in a favourable position. Owing to the integrated approach that successfully makes the brand more distinguished, integrated marketing strategies facilitates better consumer awareness, hence extending them a competitive advantage in the market.
Mitigate the Chances of Confusions
Marketers often make the mistake of distributing their message across various channels, ending up missing the overall point of the campaign. With different messages on various channels, they end up confusing their target audience.
However, when the campaign is put in one cohesive package that showcases clear message and objective, customers get the right information of what the brand is really offering, thereby stimulating the engagement?
Helps in Building Internal Morale
Integrated marketing campaigns require the team to incorporate shared talents, resources and communicate clearly. Along with putting forwards a winning campaign, it also helps in building the morale of the entire team as they witness how working together ensures facilitate growth.
Tips to Helps Build a Successful Integrated Marketing Campaign
Following are a few important tips that can help marketers create a successful campaign:-
- Ensure that the company’s logo, sizing, typefaces, and colours remain consistent across all marketing platforms.
- Formulate a marketing communication strategy that clearly showcases positioning statements and objectives at the centre of the content.
- Ensure that every member of the marketing team is a part of the planning stages in order to keep everyone on the same page and eliminate the possibilities of any confusions in the later stages.
Integrated marketing communication plan is a straightforward and effective concept that ensures all brand messages and marketing efforts are carefully linked together and work towards generating desired outputs