Integrated Marketing: What it Means and How You Can Leverage It
Integrated marketing is a term that’s becoming more and more prominent in the world of marketing and communication. Broadly, integrated marketing refers to consistent messaging across all media to maximize your reach and frequency. Using this approach, digital and traditional methods come together to complement one another and extend the reach of your messaging, while also increasing awareness of your brand and voice.
Why Implement an Integrated Marketing Plan?
Introducing a well-built integrated plan can help you better connect with your audience, maximize promotions, save time and money and enhance your digital presence. Sharing the same message and images across an array of media helps you cut through the clutter, giving your audience more opportunities to receive and remember your message.
In addition to increasing retention of your message, an integrated marketing plan can be especially effective in leveraging promotional campaigns. Instead of focusing all marketing efforts on one or two avenues such as radio or direct mail, spreading the messaging out to encompass a variety of platforms and broader audience can make the campaign more effective.
For example, when you create a radio or TV ad with a special offer, you can post that same offer on social media, talk about it in a blog post and send an email blast to existing customers, the combination of which creates better opportunities for customers to take action. When you focus all your efforts on one message, you maximize the opportunity for your message to be remembered.
Once you have the core design and promotional messaging, you can simply tweak it depending on the specific platform. Instead of having to create something that’s entirely new, you can maximize your creative dollars by reusing images and messages across multiple channels. Less time and fewer resources spent generating ideas and creating content means more funds are available to reinforce your messaging and reach more people.
How Can I Leverage This Approach For My Business?
1. Look at What You Are Already Doing. When you think about creating an integrated marketing plan, it might seem like a daunting task. Start by taking a look at what you are already doing and think about what else you can do with that same message. Do you have promotions and specials scheduled for the quarter or planned out for the year? Are you already planning to run a print ad or send out a mailer? Think about those things that are already in place or that you traditionally do and approach it with the thought, “Where can I use this again?”
2. Think About Your Goals. It’s important to consider what your primary goals are, both for traditional and non-traditional marketing methods. Are you looking to increase brand awareness? Do you want more participation in specific promotions or specials? Is there a certain time of year you want to drive more business? Prioritizing your goals can help you decide where you’d like to focus your initial efforts and what types of channels and media to focus on.