The Goal of Integrated Marketing Communication

The Goal of Integrated Marketing more channels than ever before are accessible to modern marketers to influence customers, and it’s important to optimize the effect of as many of these channels as possible. However, using numerous channels to sell presents a challenge: the more channels you utilize, the more difficult it gets to keep your messaging coherent and complementary. Marketers may use integrated marketing to provide a consistent story about their business and increase the effectiveness of their efforts.

What is Integrated Marketing?

Integrated marketing is a strategy for providing a consistent, holistic message across all of your company’s marketing platforms. Customers can connect with a brand in a consistent manner thanks to integrated marketing. You risk sending conflicting signals or speaking in a disjointed voice if you don’t use integrated marketing, which can make your brand appear fragmented and unorganized to your clients.

If a consumer is accessing marketing information on a desktop or a mobile device, the experience and message should be the same. And a client who asks a question about a product via an automated chatbot service on your website should get the same answers as someone who calls a sales representative live.

Integrated Marketing Communication

Given the complexity of current marketing channels, integrated marketing seldom happens without careful preparation and work — but the effort is well worth the investment.

Why Use Integrated Marketing?

Integrated marketing has a number of advantages that might help you improve the efficiency of your marketing efforts.

Consistent narrative

The average adult is exposed to about 350 advertisements each day, yet only approximately one-third of them get more than a few seconds of attention. Only a few of the advertisements would be remembered even a day later. Integrating your commercials and other marketing materials into a cohesive story that can be executed across different distribution platforms is one approach to ensure that they leave a lasting impact. When the content of a billboard ad reminds potential buyers of another ad they saw online, they are more likely to remember it. They’ll be much more receptive to advertising that replicates encounters they’ve had with your business on social media recently.

Improved marketing campaign performance

Integrated marketing contributes to greater overall campaign performance since your brand’s narrative is more consistent. Companies that outperform their competitors in marketing are 1.5 times more likely to use an integrated technology solution to help them tell the same story across all of their platforms.

Reduced costs and better value

By allowing you to reuse the same content across various channels, integrating your marketing channels may help you save money on content creation. You may utilize photos and videos of your brand mascot in both online and offline marketing media if you have one.

To coordinate your communications, you can give the same talking points to sales reps in different locations or at separate events. These techniques are not only more successful owing to narrative consistency, but they also assist to decrease your overhead.

Consistent customer experience

Integrated marketing benefits everyone, not just marketers. Customers will also value the predictability and consistency that a consistent brand narrative provides. The increased familiarity helps them comprehend what you do and how you may assist them. In this approach, integrated marketing and omnichannel marketing work together to deliver the most gratifying consumer experiences.

Guidelines to creating an Integrated Marketing Strategy

To get the greatest outcomes from your integrated marketing approach, follow these principles.

Combine your marketing channels

Marketing channels may be combined in a variety of ways. Using the same graphic components in multiple settings is a frequent strategy. Another is to use consistent terminology when discussing and portraying the brand. To integrate marketing channels, use a variety of techniques, but be sure to pick the ones that make the most sense for your marketing goals and resources. It will be more difficult to utilize your visual components for consistency if some of your channels — for example, internet and television advertisements — are visual but others are not. Similarly, if certain channels are interactive while others are just outbound, you should select marketing content and techniques that are appropriate for each.

Collect and analyze customer data

Data about your consumers’ activity should drive your integrated marketing strategy, and it should be updated on a regular basis as new data becomes available. You can determine which marketing channels are most efficient by gathering and evaluating data from all of your marketing channels. This also aids in determining where more resources may be required to make you’re messaging more consistent. If data reveals that one channel is underperforming, it might indicate that it lacks the messaging consistency that other channels have.

Depending on your business and the marketing channels you use, the KPIs for data gathering and analysis will differ. Here are some significant data points in general.

  • Exposure. In each channel, how many prospects are exposed to marketing resources?
  • Engagement. How many prospects actively engage with each channel’s resources?
  • Engagement should be repeated. How often does a prospect return to a resource after viewing it the first time?
  • Do repeat interactions happen across various channels or only inside the same channel?
  • Periods of high involvement. Which hours of the day, days of the week, or seasons of the year see the most engagement across various channels?
  • Status of the buyer’s journey. What are the differences in levels of involvement between different buyer types?
  • Is there a difference in engagement between new leads and customers farther down the sales funnel, for example?

Integrate Your Marketing Efforts and Realize the Benefits:

As you can see from these real-world examples, developing an effective integrated marketing strategy is well within reach if you use the right technology. Integrated marketing does deliver more effective results at a lower cost, but be warned — if you’re trying to manage integrated marketing operations manually, you’re fighting a losing battle.

With Marketo Engage, a comprehensive marketing automation solution, you can streamline your integrated marketing strategy and scale it to function across as many channels as you need to support. Marketo makes it easy to centralize marketing analytics, manage profiles for multiple lead types, and deploy marketing content across multiple channels quickly and automatically.