Integrated marketing is a strategy that emphasizes the importance of establishing a consistent, seamless, multi-dimensional consumer experience of a brand. This means that branding across all platforms — television, radio, print, Internet, trade show exhibits and displays — is presented in the same style that accurately reinforces the brand’s message. This is incredibly important as technology evolves and we experience the world on more and more separate but connected levels.
For brand recognition to be successful, consistency is key. That means everything from your company’s store design to television commercials, to magazine ads, to a mobile app and web design must all have similar features such as a consistent logo and recognizable brand colors. Integrated marketing means making contact with consumers on every platform, thereby fully integrating your brand into their everyday lives. These days, most people can be directly reached through the Internet and their smartphones. But for integrated marketing to work, your brand’s website, mobile app, and mobile website must be consistent.
Nearly half (46%) of people say that a website’s design is their number one criterion for determining the credibility of a business. Furthermore, 48% of Internet users say that if a company’s site does not work well on their mobile devices, they take it as an indication that the company simply does not care about the customer. In fact, 62% of companies that designed a website specifically for mobile use saw increased sales.
Apple is a perfect example of successful integrated marketing. Their advertising strategy is very straightforward — they have a sleek, modern product that functions better than any other on the market. They do not have any sort of “gimmick”. Their packaging, store designs, and displays are clean and minimalist, and their logo is simple. Finally, their commercials are stark and intelligent. They market their products as elite and futuristic, and this is carried across all aspects of their brand. You recognize the Apple brand whether you see it on television, online, or in print. This level of complex marketing can be achieved with the help of an experienced, knowledgeable, and talented marketing team. If you have any questions about integrated marketing, feel free to post in the comments section below.