Integrated marketing is a marketing approach that aims to create a unified and seamless customer experience no matter how they interact with your brand. It makes your brand instantly recognizable across multiple platforms. It doesn’t just put a face to a name; it reveals the essence of your company, giving the user a unique experience whether they’re engaging with you through social media, a mobile app, or website. Here are just four of the many ways you can ensure that your integrated marketing campaign is reaching the right audience and effectively conveying your message.
- Determine your target market If you don’t know yet who your campaign is targeting, ask yourself the following questions:
- What demographics are you trying to reach?
- What are their behaviors, values, and interests?
Once you are able to answers these questions, study your audience closely. Look at their online search patterns, the social networks they use, the blogs and websites they read. The more you know, the easier it will be for you to make informed marketing decisions.
- Choose your marketing channels Be selective and strategic. Just because a channel exists, that doesn’t mean you should use it. To do integrated marketing right, you should be working with the best combination of channels to reach your target market. The channels you use should have distinctive strengths that complement each other and make up for the weaknesses of others.
- Be consistent Consistency is the key to having your brand recognized and remembered. This not only means that your message must remain consistent, but that your brand design must be cohesive as well. When utilized properly, a strong message and web design can boost your campaign’s impact and extend its reach. It only works, however, if all of the following are consistent across all channels:
- Logo and color scheme
- Font style
- Tone, style, and message
- Brand name
Consistency does not just refer to design. It also refers to the technical aspects of web development. Your website must function consistently, because 40% of people abandon a web page that takes more than three seconds to load.
- Use social media Social media is a leading force in the digital marketing revolution. Facebook and Twitter may be the most familiar, but believe it or not, there is a whole world of social media possibilities out there. Have you tried Instagram? Snapchat? Periscope? Find the networks used most by your target audience and go from there.
Integrated marketing fosters a smooth transition from one digital channel to the next. Why is this important? For one thing, studies show that 62% of companies that design a website specifically for mobile experience increased sales. Moreover, nearly half (46%) of internet users say a company’s website is the top factor in determining the credibility of that company. If your website isn’t designed to match your app, you will lose some of that credibility. What are some of the other ways you have used integrated marketing to boost your business? Let us know in the comments, or contact us for help taking your integrated marketing efforts to the next level.