Integrated marketing campaigns are the wave of the future. Consumers demand a consistent experience with their brands across all channels. The best way to give them what they're asking for is to integrate your marketing.
Seventy-two percent of consumers want an integrated marketing approach, and 86% of marketing professionals agree that successfully integrating multiple channels under a single integrated marketing strategy is crucial to their long-term success.
Here's how to develop an integrated marketing campaign that will boost your business.
What Is Integrated Marketing?
Integrated marketing refers to the integration of a brand's marketing communications teams (i.e., PR, social media, advertising, etc.) to come together and create a more cohesive and consistent customer-centric experience. Through this integration, your brand will have a cleaner and more uniform look and message that all teams are required to emulate.
A great example is Coke's "Share a Coke With" campaign. The brand unified messaging across TV, Social, Outdoor, and Display leading to a 7% uplift in Coke consumption by the target demographic, making it one of the most successful Coke campaigns in history.
Why Prioritize an Integrated Marketing Strategy?
First and foremost, an integrated marketing strategy can do a lot for your business regarding what consumers expect from their favorite brands. Half of companies say their customers expect great design and cross-channel consistency from their brand, and 63% of employees say a consistent branding experience impacts whether a deal is closed.
Customer preference aside, you should also prioritize an integrated marketing strategy because it does the following for your brand and business:
- It creates a consistent message — when everyone follows the same rules and guidelines, there's no miscommunication or confusion on messaging.
- It makes your sales team more effective — more internal communication and integration also means teams will be better positioned to do their jobs to the best of their ability.
- Boosts revenue — consumers prioritize smooth and consistent experiences with brands when making purchasing decisions. Your revenue is sure to spike as consumers come to enjoy their experiences with your brand and decide to tell friends and family.
- Saves money — when every communication team is better positioned to share consumer intel and reports, less money is spent retrieving the same data another team already has access to.
How to Create an Integrated Marketing Strategy
Creating an integrated marketing strategy is no easy task. Getting all your communications teams on the same page with well-written and detailed brand guidelines can take some time and effort. For this reason, research has shown that as many as 29% of companies admit they have no formalized brand guidelines, and only 25% of companies say they have formal brand guidelines that are strictly enforced.
Find Your Focus
Finding your focus begins with looking inside your brand, consumers, and competition to better understand how to appeal to your audience in the best ways possible. Do this by considering the following questions:
- Brand: What are your most compelling benefits? What emotions do you hope to elicit in your consumer?
- Consumer: What's important to them? What are their decision factors when purchasing?
- Competitor: What makes you stand out from other brands?
With the answers to these questions, you will be better able to communicate the value of your brand to consumers and create marketing messages that are clear and consistent.
Develop a Cohesive Strategy
Creating an integrated marketing strategy also requires that the strategy is cohesive. This means there is no potential for miscommunication or misinterpretation of what your brand stands for and how its values and messages should be communicated to your target audience. For instance, you should ask yourself: What channels will have the most impact on the consumer? Can you translate your message clearly and consistently across channels?
The answer to these questions can tell you what channels your brand strategy should focus on and reveal areas of your strategy that may need improvement.
Monitor Your Progress
Like with any great campaign strategy in marketing, you will also need to monitor your progress. You can do this by evaluating progress in areas like your landing page performance, referral traffic, email engagement, social media insights, and more. The key is to ensure that you consistently track and measure your campaign results to better inform future decisions and campaigns.
Integrated marketing has long been overlooked and misused. However, more companies are beginning to see the value of bringing teams together cohesively. Not only does it benefit the company by helping everyone be more organized and on the same page, but consumers also benefit from the more positive and consistent brand experiences. Learn more about integrated marketing campaigns and other essential marketing tips by following our Meredith Nashville blog.