With today’s buyers, online shopping has multiple touchpoints and cross-device interactions. A buyer may research a product on a desktop and then visit a store to see the product in person. Then they check their email to make sure they aren’t missing any promo codes which, in the end, may lead to them purchasing the product on their mobile device.
The buyer journey flows online and offline on multiple platforms and devices. In order to ensure that your marketing efforts convey the same message throughout those touchpoints, there must be continuity within your strategy to tie all elements into one message that’s consistent with your audience.
What Is Integrated Marketing?
There’s a common misconception that integrated marketing is a strategy, when in fact, it’s a holistic approach used to provide users with a seamless experience across all channels, tying all marketing efforts together cohesively. Each channel is essentially used to reinforce the message and create a unified tone throughout every aspect of the brand. Consistent messaging and reinforcement encourages users to take the desired action, like making a purchase or providing an email address.
Why Is It Important?
Integrated marketing is something that more web marketing managers should adopt in order to increase marketing and advertising effectiveness, we certainly have as a web marketing agency to great success. Depending on your core audience, they may behave differently on each platform they use throughout the buyer journey. That’s why it’s important that you customize to each platform's channel. Although the delivery can vary, the message should be consistent.
An integrated marketing campaign, when successful, can lead users from one medium to another, such as websites, social media, and display advertising. Marketing efforts on different platforms can complement each other and entice users to get more information on a different medium. For example, if you’re running a social teaser campaign, you can share a link to your ecommerce website or to YouTube where customers can watch the full video. This helps increase awareness and build an audience. A unified approach can also increase value and brand loyalty.
What Are the Benefits of Integrated Marketing?
1. Consistent Messaging and Unified Brand Voice
People are bombarded with thousands of advertisements every day which makes it hard to remember each message. With a unified brand voice that delivers a consistent message, your audience is more likely to recall your ad through all the digital noise.
2. Increased Visibility
Connecting your marketing vehicles helps increase brand visibility. Search and display campaigns are a way to increase visibility outside of social media and email to start building recognition. Once your audience has noticed your brand, it opens other marketing opportunities like remarketing campaigns to reinforce your message.
3. More Cost Effective Than Siloed Marketing Tactics
It’s more cost effective to create one message that can be used across different mediums that is clear and straight to the point. Because there are multiple touchpoints in a buyer's journey, having different messaging for each channel divides the campaign and it’s not as effective or as comprehensive as an integrated approach.
How to Get Your Team on the Same Page
Integrated marketing sounds great, right? So why haven’t all organizations adopted this approach? The simple answer is, it takes an internal effort to shift toward an integrated approach. Integrated marketing is customer-centric, and we should increase collaboration between different organizational departments so that every aspect of the customer journey, from web design to interactive applications to digital marketing can all work together to create a unified experience.
Transitioning to an integrated marketing approach can take some getting used to for traditional agencies that work on siloed marketing tactics. It’s important to have a team of leaders who can support the shift by managing the change within each department. These leaders will be important pillars to help drive this new approach.
The first step is to work toward an overall encompassing idea which requires cooperative planning, as this will help inspire your team and encourage collaboration. This approach may be new to everyone in your agency, and it’s important that each department teaches others how they work through processes and explain the ideas behind them. This transparency will help integrate teams and help them work together toward a more holistic view.
Using an integrated marketing approach to create a cohesive omnichannel experience is critical. Content is a part of every user touchpoint and messaging must be relevant and consistent in order to resonate with the user. As marketing evolves, we’ll start to see more agencies adopt the integrated approach because it works and can help you get better results.
As an integrated web marketing agency, we are able to provide our clients with streamlined, customer-centric strategies that engage and resonate with their target audiences. Ask us how we did it. We’re more than happy to chat about our experiences or any upcoming project you have that requires an experienced marketing team to help drive your traffic.
With offices in Washington, D.C. and Los Angeles, CA, New Target provides digital strategy, web design, web development, data integration, application hosting, and web marketing for prominent national associations, corporations, and government agencies.
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