WHY IS IT IMPORTANT FOR BUSINESS
What is Integrated Marketing?
The core concept of integrated marketing is delivering multi-dimensional views of a brand, so customers become immersed with their message. In simple words, integrated marketing is an amalgamation of traditional and digital marketing tactics combined in such a way that the comprehensively planned campaigns realize their strongest connection to the customer. With the proper incorporation of integrated marketing, you’ll increase the loyalty of your customers and thus immerse them with a better overall experience with the business.
The biggest statement made by integrated marketing is that the brand/company has adopted a consistent strategy that flows through all its endeavors. Across all marketing platforms, be it television, radio, social media, print media, or in person, companies that have adopted an integrated marketing model push through cluttered media environments in a consistent manner that ultimately defines the perception of the brand and wins the loyalty of customers.
How Does Integrated Marketing Benefit Businesses?
People don’t place their trust in brand names just for the sake of the what they sell. Trust is earned through the brand’s positive image, which is affected significantly by what they stand for and the process that goes into making its products. For example, iPhones don’t sell because of the seamless usability of the iOS alone, but because Apple has established itself as a brand that pushes the boundaries of innovation. With every new iPhone out in the market, the customers expect more than the usability and convenience that comes with the iOS experience; they expect innovation! Integrated marketing is a useful medium for creating a brand’s definitive trait. Below are the five key benefits that companies can visibly evaluate after successfully incorporating an integrated marketing strategy.
1. Development of Trust
A brand’s growth directly correlates with the level of trust it instills in its customers. 83% of customers are likely to recommend a brand to their friends and families if they believe in it. The principle upon which a customer develops a trustworthy association of a brand is quite simple. If people see a consistent display of what they want at the appropriate time, they are more likely to identify your brand as trustworthy and reliable, despite the 5,000 competitive marketing messages they see every day.
2. An Increase in Brand Recognition
Integrated marketing campaigns are focused on building a definitive identity for the brand. In other words, consumers are continually connected to the brand with a consistent voice that ultimately defines the brand’s image. Evidently so, this results in expanding the reach of the brand by making it easier for the customers to associate their needs with the brand. For example, in a campaign that involved a healthy amount of risk, Dominos turned around their whole image by identifying in front of the public what their pizzas lacked in quality, and by providing a promise to improve upon those factors for their customers. By consistently pushing out that advertising message on multiple media platforms, the brand garnered recognition for listening to its customers.
3. The Emergence of a Singular Focus
As discussed above, integrated marketing is the process of integrating various marketing tactics (advertising, sales promotions, branding, traditional advertising, digital advertising, etc.) and placing them under the shared umbrella of a cohesive and consistent marketing message within multiple media channels. By aligning the goal of all marketing concepts and mediums, internal stakeholders can work together with a singular focus, and that focus will effortlessly reflect out in the market. In a nutshell, integrated marketing enables customers to build loyalty with the brand through initial touch points, buying experiences, and the quality of products, all of which ultimately drive the comfort of purchase. Further, a focused brand integrates into the core of employees and the business as well.
4. Minimalization of expenses
With the different sectors of a company working together, the number of staff members required to achieve a single objective, i.e., to conceptualize and execute a consistent and cohesive marketing plan, is significantly reduced. Moreover, with everyone from SEO analysts to graphic designers working together within the integrated marketing strategy, transactional costs are cut down as well. All in all, integrated marketing not only benefits the business by pushing out a more compelling marketing campaign, but it helps minimize the associated expenses as well.
5. Improvement in Sales Performance
Case studies have laid out noteworthy amounts of evidence supporting the fact that people respond better to a marketing campaign that invokes a sense of familiarity with consumers. The reason is quite simple. When customers associate with a brand and are treated in a similar way whenever they connect, it makes them come back. Customers who trust the brand also recommend it to others. Consequently, in some cases, revenue generation is said to have doubled because of the adoption of integrated marketing strategies.
To conclude, a defined marketing plan and strategy that integrates all types of media, targeted toward the right consumers, will help any business grow. In the era of automated marketing, digital advertising, and traditional advertising it’s imperative that your message both stands out and is consistent. If companies’ messaging, voice and visual communications are harmonious; all the benefits mentioned above are guaranteed to follow!
Want to know more about integrated marketing? Please give us a call at 817-616-0320 so we can help.
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