With so many marketing platforms available, businesses use multiple channels to reach their consumers. Whether it be emails, flyers, blogging, direct mail, or social media, integrating those different channels through maintaining a consistent brand message is important. Here are our top reasons why you should be implementing an integrated marketing campaign in your business.
What is integrated marketing?
Integrated marketing involves combining multiple marketing channels to communicate a single and consistent brand message. It aims to create a path between all your marketing channels, both online and offline.
For example, the blog section on your business’s website can feed into your email marketing campaigns and be shared across your social media pages. And social media pages, flyers and QR codes can direct your consumers to landing pages. Or if you’re hosting a promotional event for your goods and services, integrated marketing means using social media to promote the event.
How to effectively integrate your marketing channels
In order for your integrated marketing to be successful, it’s important that the brand messaging across all channels is consistent, so your customers can identify your brand easily and respond as desired. This requires four key elements – the four C’s: coherence, consistency, continuity, and complementary.
Coherence means ensuring your marketing messages are logically connected across all your channels. For example, your direct mail, SMS messages, and emails should all be directing customers to do the same thing – whether that be going to your website, phoning your business, or using a special discount. If you confuse your customers, they will likely become turned off your brand.
All your marketing channels should reinforce the same message. This involves using a consistent design through colours and imagery, the same tone of voice in your copy, and the same call to action.
Your primary marketing message should be connected through time.The content you send across different channels does not have to be identical or be on the same topic but should build on the previous content and feature the primary marketing message.
Your different channels of marketing should fit together to create an even stronger message. One piece of content should be strong in itself but should be made even stronger when read together with others.
Why is integrated marketing important?
Although digital marketing has become the key way that many businesses reach their customers, it by no means covers all bases. Traditional marketing remains an important and personalised way of building a relationship with your customers and you should be aiming to combine both methods within your business’s marketing strategy.
1. Spreading your marketing message
According to small business leadership expert, Gino Wickman, a potential consumer needs to hear your message seven times before they’ll act on it. This is means that one marketing channel simply won’t be enough.
Integrated marketing allows you to spread your marketing message across multiple channels and increases the chances of it being heard. Best of all, customers engaged through multiple channels tend to spend more than other customers. Therefore, spreading your marketing message can increase your return on investment.
2. Customers seek out fresh content
It’s important to understand what influences the modern consumer. People have access to unlimited amounts of information online at the click of a finger. Because of this, they will quickly turn to a new source if your business doesn’t have the answers they seek. If you can provide fresh content across a range of different platforms, it’s more likely that consumers will find you and rely on you.
3. Online traffic comes everywhere
Traffic to your website can come from anywhere – organic searches, social media links, QR codes, email, mobile, and blog content, to name a few. This means there are so many ways to get people onto your website. If you’re only using one of these platforms for directing customers to your website, you are limiting the number of customers you are reaching and therefore your sales. The more channels you are on, the more customers you are reaching, and as a result, the higher your conversion rate.
4. Marketing is constantly evolving
The digital world is constantly changing and digital marketers find themselves at the mercy of changing algorithm updates on Google, meaning the strategies used need to be constantly adapting to change. Being present across multiple channels means your marketing is adaptable to any changes that come your way. If your strategy for one channel needs work, you can rely on other channels in the meantime and you won’t lose contact with your customers.
5. Beating the competition
One of the main reasons to implement an integrated marketing campaign is that your competitors are likely already doing it. Many businesses are ramping up their should all be directing customers to do the same thing. This means that customers come to expect it, and if your business isn’t using a number of channels, you could be left behind.
Integrate multi-channel marketing today
The type of marketing channels used by your business will ultimately depend on the type of business you’re running. No matter the channels you choose to implement, it’s important that you integrate them with consistent brand messaging to ensure you’re reaching the greatest number of potential customers.