Integrated marketing is understood as a method of combining various marketing elements to accomplish a goal more effectively and efficiently compared to using one element only. This strategy involves investment and evaluation of some different media channels such as traditional channels, social media, and websites. All of the media are used together to deliver the brand message to the right audience at the right time. In order to implement the integrated marketing strategy successfully, you need to define your target audience clearly. This becomes the initial steps of integrated marketing. A segmented list can lead to a good campaign. This effort can be started by defining the target list, select the right channels for the campaign that are aligned with the target list, and decide specific offers for every campaign. The campaign will be successful if the target audience is defined clearly.
After defining the target audience, the next step of marketing strategy is defining measurable campaign objectives. It will be useful to measure the return or investment and the net benefit of a campaign. Next, it is time to make consistent and pleasant content. The key success when implementing content strategy is to make sure that the content is aligned with the attitudes and behavior of the target audience. If you have no idea about the content you are going to create, you can review your competitor’s content strategy. The purpose is definitely not to make similar content but to find the gap.
Next, it is time to select the right channels to share your messaging. Some shoppers use Facebook,
some others use Twitter, while the rests shop at the physical store. This is the importance of integrated marketing strategy. You are able to use various channels both online and offline. However, every channel has its own strengths and weaknesses. These channels are not created the same. It all depends on the type of your business and your target audience. Some channels may be more effective that the others. So you have to carefully select the ones that work for your needs.
The next step is to get all members on board. Marketing is something that is usually done in team. When many people are working together in the same project, you have to make sure that all of them are on the same boat. It will lead to the consistency of brand image and messaging. Of course it is not easy to be achieved but you can do that by maintaining communication within the team.
When it is done properly, integrated marketing can bring a number of benefits for the business. It increases the visibility of the brand. Using multiple media channel can make your potential customers notice your brand quickly. In addition this marketing solution can offer consistent strategy and clear messaging guidelines for the marketers in advertising and promoting the brand. Considering these benefits, no wonder that many businesses regardless their scale, opt for this marketing strategies in making optimum utilization of its resources to make the business more profitable.