Who remembers the good old days of traditional marketing? Advertisers chose from print advertising, broadcast, direct mail, outdoor or point of purchase. And that was pretty much it. These days, successful marketing is all about synchronizing a slew of moving parts. But it doesn't need to be overly complex if you practice these straightforward integrated marketing principles.
Key #1: Planning
Constructing and launching an integrated marketing campaign takes a bit of discipline. In other words, this isn't the time to wing it. Luckily, a range of strategic techniques and processes are readily available. Content marketers are wise to incorporate three efficiency tools: A core messaging platform, which helps your team stay on the same page and react quickly and consistently. A documented publishing process, designed to guide team members to respond rapidly and appropriately to changing market dynamics. And a content scheduling tool, to make sure that content creators, designers and distributors have enough time to work their magic, while also holding them accountable for their deliverables.
Key #2: Repurposing
When your team begins kicking around content campaign concepts, keep the larger marketing ecosystem in mind. In other words, when writing a blog, don't just write a blog. Consider how that blog can be reused and recycled as an email campaign. A newsletter article. Expanded into a white paper. Turned into a web video. Plus other kinds of content. Before you know it, you'll have assembled a complete content campaign.
Key #3: Consistency
The balance.com website suggests that integrated marketing is the holistic approach to communication. We must stay consistent in both online and offline efforts. The more consistent you are, the greater the chance prospects will grasp - and respond to your marketing message.
Key #4: Patience
According to salesforce, it takes an average of six to eight touches for your message to break through. Bombarded by marketing messages 24/7, "today's consumers are increasingly immune to traditional advertising." Before they contact you, prospects usually do their homework. That means potential new customers raise their hands later in the buying process. By the time they reach out, they are likely pre-sold on your services or products.
Key #5: Efficiency
The balance.com site puts it succinctly: "Integrated marketing helps by optimizing the spend whether online or offline and will assist you in putting the right number of dollars towards the most effective approach that yields the best results."
Translation? Integrated marketing meets today's consumer in the ways they want,while saving brands time, trouble and money.
Intrigued? Review these integrated marketing success stories:
Walgreens' Integrated Approach to Digital Marketing Keeps Profits in the Pink. Crocs, Inc. Snaps at Rivals with New Integrated Marketing CampaignLast modified: March 4, 2018
