Integrated marketing takes into consideration all aspects of marketing and the many channels you may carry out marketing within. As with all marketing plans you need to know what your goals are, who you plan to market too and how you will accomplish this.
Typically, your goals and the audience remain the same, the integration comes in with how you will accomplish your goals while maintaining a cohesive brand image, a common theme and position regardless of the channels you choose.
To create an integrated marketing plan you will need to:
Create a Realistic and Attainable Goals
Your goals have to be the same for all channels, be that create buzz, boost website traffic, increase email list subscribers or something else entirely. Goals should be something that you can measure to determine whether or not your marketing campaigns are successful.
Communicate a Consistent Brand Image
I see this all of the time, business changing their brand image on different channels, the simple answer is don’t change your image for different marketing channels. Your business should be your business regardless of the marketing channel, online or offline, social media or your website.
Pass Along the Same Marketing Message
Do you know what the message is, you want your audience to hear? What do you want them to do about the message? Ensure that every channel you use works together to distribute the same message in different formats, appropriate for the selected marketing channel.
Ensure Sales, Marketing and Advertising Work Together
All parts of your business needs to be trained in the same message, ideals and values. If everyone is on the same page, pushing the same message, it’s easier to run an integrated marketing campaign.
Make Sure Human Resources Are Steeped in Your Brand
Anyone you hire, whether contractors or employees, outsourcing companies, or marketing firms, needs to understand what your brand stands for and what message you want your audience to hear.
Develop Interconnected Campaigns
Billboards, TV ads, radio ads, online banners, blog content, email marketing content and even webinars and social media platforms should all have the same ultimate message to your audience with all campaigns leading to your goals.
Engage the Audience
All of the marketing channels you select to use, need to excite and engage the audience that you’re trying to reach with the message so that they want to answer your call to action. If you run a television advertisement, the viewer should be able to do a Google Search and find more information about your campaign easily and that should reinforce the message.
Integrated marketing can take months and months to produce results, but once it does it will snowball and become bigger and better, faster. Build up the online content such as blog posts, articles, email marketing messages and social media messages first and then finally the television, radio and/or pay per click campaigns to complete the integration.
Integrated marketing is more important than ever, with all the different marketing channels available, it all too easy to become splintered in your marketing efforts. If you want to be successful at marketing your business, you’ll need to become well versed in the integrated marketing method, why? Because it works.