Iconic marketing campaigns like Gillette’s “The Best Man Can Be” campaign or the IKEA living room/kitchen/bedroom are all examples of integrated marketing. A multi-layered marketing technique that capitalizes on consumer tendencies. Advertising and marketing on one platform aren’t enough anymore.
Each passing day, the number of internet users continues to grow as mobile phones are becoming more integrated with our daily lives. So how does this affect our marketing strategy? Companies should capitalize on emerging new businesses to increase their consumer channels.
A study found that 25% of customers made a purchase online after visiting retail stores within 3 months. 50% of online customers also went into the retail store within that same period. To top everything off, 82% of consumers use their phones in retail stores while making a purchase.
Having an integrated marketing campaign allows you to capitalize on those figures and increase productivity. Now let’s get into the specifics!
Integrated marketing is perfect for any company, or business structure. Rather than putting your time, effort, and money into various marketing campaigns, integrated marketing is designed so that you only push one campaign at a time.
Has this ever happened to you? You are scrolling through social media and see an ad for a company, then you see the same ad with the same message on television, after you go to the store and see the same message next to the product. That is integrated marketing. It reinforces the brand’s message to the customer through repeated exposure in different deliveries.
Integrated marketing is also an effective way for companies to show their support for a particular cause. Various integrated marketing strategies look to raise awareness on a certain issue in their industry or a separate social issue impacting the world. They do this to separate themselves from the market and rise to the challenges that face different populations.
Finally, an integrated marketing campaign can be done by any business. Regardless if you are a big store, a small store, or a product in a store, an integrated marketing campaign can be put to good use.
Firstly, you may be taking advantage of every single one of the marketing channels, but you may be wasting time and money doing them separately. Integrated marketing can increase customer conversion rates. Take IKEA or The New York Times for example. After an integrated marketing campaign, IKEA saw a 9% increase in the living room and over 12% in kitchen sales. The New York Times was even more successful, with a 100% increase in sign-ups.
Secondly, the benefit of integrated marketing is that all of your advertisements will be passing the same message in a unified way. This is a great strategy when you are pushing a new product, want to rebrand or switch up your deliveries.
Thirdly, your presence online will benefit without a doubt from integrated marketing. If we use Gillette for example, we see that the change in online presence and buzz has been positive when it comes to the brand. This is only natural with a good campaign because everyone will be talking about it.
Additionally, integrated marketing saves money. Instead of spending funds into different marketing initiatives, you can spend a fraction of that into an integrated marketing campaign and achieve better results.
Advertise across multiple platforms, targeting various audiences. As a result of the integrated marketing campaign structure, cross-platform advertising is encouraged. You can target just about anyone with your campaign content and structure, cross-platform advertising plays a major role in doing so.
Before implementing an integrated marketing campaign you must first develop a plan. There are a few things you must first consider, such as Who are your customers? What is the objective of the integrated marketing campaign? How are your existing channels performing? What resources do you have available? Answering these questions will ensure that you are targeting the right audience, as well as using your time and resources efficiently.
Identify Your Customers
It is important to know who your target audience is by creating a buyer persona; this includes knowing their demographic, psychographic, hobbies, goals, likes and dislikes. This will help you to identify what are the best channels to use to target your audience, as well as crafting a message which resonates with them.
Set Your Objectives
In addition to knowing your customers, setting a clear objective is key to any integrated marketing communication plan. Some examples of objectives could be increasing revenue, building awareness, changing customer perceptions, and many more. A good guide for setting clear objectives is using SMART goals, meaning that your objective should be specific, measurable, achievable, realistic, and time-bounded.
Having The Right Resources Available
It is important to know if you have the resources available to implement an effective integrated marketing campaign. Firstly, you will need to have the right people to monitor your social media accounts, creating content, as well as engaging with customers during each stage of the customer journey. Secondly, you will need to consider the financial resources you have available to commit to the budget of your marketing campaign. This will help determine what type of marketing campaign is the best value for your money.
Evaluate Your Existing Channels
Identify the existing channels which your business is currently using to reach your audience. This can be your website, social media accounts, television, etc. Evaluate which channels are performing well and which channels are performing poorly. This will help you understand what works best for your business. Also, consider any channels which you may want to add to better reach your audience.
Using the above will help you develop a cohesive strategy that takes into consideration all the things you need to know about your business before implementing your own integrated marketing strategy.