Customers across the globe are spoiled for choice. As matter of fact in the earlier days, it was just print or out-of-home advertising brick-mortar methods were used for advertising. Today, with increased digitization, numerous channels are available like TV, internet, mobile devices, leading to increased viewing means that companies will get a broader audience to convey messages about their brands. However, inconsistency can be dangerous hence, integrated marketing helps to send the same messages on all the platforms.
Techsaga is a brand management services provider that has created and handled branding activities for various prestigious clients. Helping companies to convince their prospects that you are the only clear-cut choice to fulfill their expectations through a multidimensional branding program.
What is Integrated Marketing?
Integrated marketing is a communication assortment platform for advertising, direct marketing, digital marketing, sales promotion, public relations, personal selling, and other marketing elements used to gain attention from a target market and customers.
In simple words, an integrated marketing strategy gives your brand a unique and distinctive voice across a variety of different channels.
How has Integrated Marketing evolved?
Integrated marketing of marketing elements or materials is an extremely valuable strategy, becoming a necessary component in maximizing ROI and profits earned by marketing materials. Integrated marketing “stand-alone” can make you stand out from the rest through an entire marketing and promotional campaign.
Understanding the differences between platforms
For the successful branding of your brand, you should be consistent with your message across your marketing campaign, also it is important to realize which platforms are better suited for different types of messaging as these share their own set of advantages and disadvantages.
Let’s understand it by example:
Twitter spreads messages with a clear and concise tone as well as compelling graphics or videos. On the other hand, email marketing campaigns are mostly cooped content with a call to action. So, lengthy messages will not work in the case of Twitter, whereas, an email for an email campaign that only contains 140 characters can be valid.
Consistency in a brand message to maintain identity is important.
One of the greatest advantages is consistent identity and brand loyalty through integrated marketing campaigns.
Think about a brand or company, you may notice that their marketing and promotional content like logo, messaging, tone, and the overall aesthetic is consistent across different platforms be it on billboards, tweets, or TV commercials.
Importance of Integrated Marketing Strategy
All brands advertise with an aim to get into their customers’ minds. But an enumerable number of ads these days on various channels makes it harder for customers to be remembered a day later. One way to solve this issue is consistency in sending the same messages for your brand for a long time on different channels. It is very obvious for a customer to remember the product name or brand name if seen on a billboard and then watching the same message online or on TV, will help them to remember for longer. Campaign performance improves when there is consistency, plus the same content can be used on other channels, preventing huge costs. So, basically, there is no need to create separate content for different platforms be it the company’s brochures, content to be given to salespersons, the same narrative that can be conveyed to customers. Customers can be familiar with your brand, improve their experience with the brand, and develop trust in the product.
If an organization mentions the same features and content on all its advertising platforms, it would be easier for the customer to retain brand information for a longer time.
How Do Companies Benefit By Integrated Marketing?
Better Reach
The aim of any successful marketing plan is always to measure how many people have seen or heard them. So integrated brand promotion enables companies to reach potential customers with a powerful message through different channels to get maximum coverage.
Better Frequency
Many studies from IIM Lucknow revealed that viewers must watch an ad at least seven times before taking any action. Integrated campaigns are launched on all platforms and different media.
Gaining Trust Through Consistency:
Today’s customers are more aware and smart so they tend to cross-check about a product in more than one channel. They look at the product on various platforms like websites, reviews on social media channels, and social media accounts of a company before making a purchase decision. With integrated marketing, customer trust can be built by sending the same message, improving their confidence in the company and its products.
Doing More With Less
Integrated campaigns help you to save a lot of money as content creation for messages in all campaigns remains the same. This means that they don’t have to create different content for each channel, all they can do is make minor changes to suit the target audiences. Repackaging the same content for different media can help to reach a much larger audience.
Removing the Clutter:
Since the rise of the Internet, it is becoming imperative for integrated marketing companies to incorporate the perspective of the consumer into every piece of promotional and marketing content which should be relevant, useful, consistent, purpose-solver, and aesthetically pleasing content.
Techsaga, an integrated brand management company, creates a cohesive, scalable, and consistent brand strategy to maintain brand identity through tailored-fit integrated marketing to increase overall awareness for your brand. Techsaga works on a customer-centered marketing approach so that your brand will break through the clutter and get recognized and remembered by your target market.
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