To deliver a unified marketing message in every channel used by your brand, you need integrated marketing. Integrated marketing is an omnichannel approach to provide a consistent and seamless experience for your target audience. As a result, you can give a satisfying experience at every touchpoint of your brand.
You’re probably wondering: what will happen if you do not deliver a unified marketing message?
Your brand is at risk of looking disorganised and fragmented in front of your audience.
Besides, integrated marketing also gives these six benefits for your brand.
Better brand awareness
The strategy delivers unified, consistent, and seamless experiences when done correctly.
A unified and consistent brand message, as well as identity, brings a pleasant experience in customer’s buyer journey when they interact with your brand. Gradually, the brand awareness of your business can develop better and bigger.
Your brand can deliver a unified and consistent experience by creating brand guidelines. Brand guidelines usually consist of brand voice, tone, and identity. The brand guidelines will then serve as the foundation of your brand’s visuals and marketing communications.
Bringing more touchpoints for your target audience
As mentioned above, integrated marketing is an omnichannel strategy. That means you will position your brand on so many channels, whether in a digital or real-life setting, in the hope of giving a seamless experience for your audience and acquiring sales from those channels.
To put it simply, you must market your goods or services in offline and online channels. As a result, your brand will be available on so many marketing touchpoints and give you a chance to meet your target audience in more than one way. Suppose you can deliver a pleasant experience in those touchpoints, you can have a greater opportunity to acquire them as customers.
Discovered on many channels
One of the best things about integrated marketing is it shares the word about your brand on both online and offline channels. Your target audience can learn about your brand through many marketing channels that you set up for your brand.
To illustrate, your target audience can discover your brand at:
- Magazine through media planning
- Traditional advertising, such as printed advertisement in a train station
- Brick and mortar store
Of course, they can also meet you online. There are so many channels they can come across your brand through the online landscape, such as:
- Your own website that passed through usability testing in Singapore
- Advertising on search engine marketing
- Organic traffic through a website that follows search engine optimisation best practice
- Social media marketing
- Loyalty program marketing
- Email marketing
- Video marketing
Reach a broader audience
Your brand must also make use of paid media or other advertising forms in integrated marketing. Using a mix of owned media and paid media can increase the chance of higher reach. In turn, your brand message can reach a broader audience.
You can do it by creating a campaign for traditional advertising. At the same time, you can also collaborate with online content creators or influencers. Also, take a look into social media advertising so you can amplify the reach of your brand further.
Valuable insights for your brand
Integrated marketing also utilise technology in its best practice. You can measure the marketing effectiveness through data. The data can be turned into valuable and actionable insights for your subsequent campaigns. As a result, you can create a better campaign too in the future.
Also, integrated marketing encourages brands to provide a seamless experience. You can bring a seamless experience for offline marketing materials by bringing a trackable QR code for those materials. The QR code can be used to record and provide data for offline marketing materials, too, such as checking which code or location receives the most scan.
Genuine customer experience
Take your customer experience to a higher height through an integrated marketing strategy. The basis of integrated marketing is a seamless and consistent experience for the target audience. That is why you need to think of customer experience as a part of your integrated marketing strategy.
For example, let people talk or interact with you directly through WhatsApp, Telegram, or chatbots. Also, take time to interact with your audience on social media. Doing them would bring a genuine and satisfying customer experience for your audience.