What Is Integrated Marketing? – Complete Guide For Beginners

August 30, 2022
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August 30, 2022 Olga Vooijs

As a business owner…  You want to make the most out of your marketing efforts.  You want to win more customers and make more sales.  You want to grow and expand your business. 

But how can you achieve that with a limited time and budget?  How can you stand out among your competitors who have tons of money to spend around for highly expensive TV ads and billboards? 

Well, we have good news for you! You don’t really need to throw out a bunch of cash in order to compete and stay relevant. All you need is a perfectly laid out strategy called “Integrated Marketing”. You see, it may be apparent to think otherwise – implementing an integrated marketing plan can be overwhelming. But nevertheless, with customers in mind as a center of your integrated marketing campaign, businesses like yours can significantly benefit from it. 

In this article, we will take a closer look at how an integrated marketing program will help your business break through the noise and succeed. 

What is Integrated Marketing? 

Integrated Marketing is a digital marketing strategy – an integrated approach to online marketing. B2B marketers believe that their ideal clients must deliberately encounter their brand in a certain form at least five to seven times in order to notice it and take action. Here’s an illustration to understand it better. 

A start-up e-commerce company offers sumptuous deals for its customers and clients.  However, it struggles a lot to get its brand voice noticed or delivered.  As an online business, it utilizes social media channels like Facebook, Instagram, and Twitter to increase its visibility and reach wider customer base.  The issue is that his advertising efforts were irregular and his messaging was inconsistent.  Customers tend to get confused about what it was trying to offer. It did not build up any momentum.  Not until it was introduced to a marketing strategy called “Integrated Marketing” and adopted it to their advertising efforts.  Having a fixed budget, the e-commerce company consistently publishes weekly social media content about information how  to use its products effectively. It is providing additional value to provide solution to its customers problems and challenges that only the products of the company could solve. 

The marketing team also encourages their customers to send videos containing their honest reviews and recommendations that would help potential buyers to buy.  They also advertised their products by sponsoring content creators and influencers to feature their products on one of their posts or contents.  Finally, their customer’s experience a consistent message across a multitude of advertising platforms.  All marketing elements are working all together and amplify each other.  The e-commerce company’s voice Is now being heard. And it does not end there because its message also travels and resonates with more people. The startup e-commerce business finally created a word-of-mouth buzz. These ideal customers become fans and brand advocates. 

In fact, they serve as the business tribe, echoing their message to a wider ideal client base and was able to win more customers and earn more sales. Integrating Marketing Strategy means combining several media channels and tools under one big idea in order to produce a greater experience for the consumer.  Before businesses often advertise in a one-way direction only.  Delivering their message with the few media channels there were such as TV, radio, newspapers, billboards. The customer would get the message, And if he liked it, he would purchase the product, it is that simple.  But the internet was invented and the media tools the consumer uses increased and became more sophisticated.  Businesses bombarded the customers with their messages through every media channel they could.  

Today, the technology, the internet and social media channels are really a part of the customer’s life. They heavily influence the way they consume information, decide what to buy, and experience brands.  And they are much more connected and involved, but also loses interest fast.  And even if they don’t say it explicitly, they are constantly looking for something beyond the marketing message and want to know “what’s in it for them? 

This scenario brought about: “Integrated Marketing”.  A method of advertising that’s based not just on an idea, but on a great idea – greater than any other marketing message. Something that really interests the consumers, gives them value, and those that let them take part in an experience they would be delighted in. So they can even share it with their families, relatives, friends and colleagues. 

In return, your business will gain free marketing. This great idea has to integrate with media tools that will link to each other. And not just stand alone like in the old kind of advertising. So no matter where the consumers encounter the message, they will still be part of the experience.

It’s important that your marketing message across all platforms are using the same language and that each channel really serves the great idea your brand has. And analyzing the effectiveness of each tool during and after the campaign. So it’s important to be attentive to what the consumers desire. It is also necessary to remain updated with the new and innovative media tools that pop up every day so you can create more memorable and emotional advertising for the consumer. Not only because of its marketing message, but as well as the experience that comes with it. 

Well, in traditional marketing communications, a company uses a bunch of different channels like social media and magazine advertisements to send one message. Integrated marketing strategy personalizes the message to people in each stage of their customer journey. The benefit is that your messaging is progressively moving someone closer to buying rather than saying the same thing over and over. An integrated marketing strategy enables you to speak directly to ideal customers – typically to say things that remove hesitation, so customers buy quickly without much overthinking. 

What are the Benefits of an Integrated Marketing Strategy and Why Should You Implement it? 

The power that integrated marketing strategy holds is unrivaled. If done right, it can really drive growth and yield huge benefits for small business owners like you. 

The benefits and advantages include: 

  • You are able to achieve your desired goals. Since your communication and messaging are properly integrated, it brings a good customer experience which results to more customers coming in as well as more sales. 
  • You make and leave an impact. You are able to build brand awareness with consistent messaging and voice across different mediums and platforms. You get to stay top of mind of your dream customers as they keep hearing and seeing the same message of your brand. 
  • You save big bucks. Besides imparting clarity to your brand, integrated marketing strategy can also help save money. Focusing on a single message allows you to avoid wasting money on inconsistent campaigns as well as save money on valuable campaign creation.

Where to Start With Your Integrated Marketing Strategy? 

Integrated marketing is not just about letting out the same ads across different platforms. The success of your campaign will depend on how well you relate to your target and how well you customize your message for each marketing channel. It involves narrating a recurrent story to generate a connection with your audience.

So, how do you start putting together an effective integrated marketing campaign? How can you maintain consistency while keeping your clients from becoming disinterested?

Here are a few ideas to get your integrated marketing plan off the ground:

1. Put yourself in your clients’ position. You must first respond to the question, “What’s in it for them ” before creating any campaigns. Consider how you may alleviate their problems and improve their quality of life.

2. Develop a strong concept. One thing all effective integrated marketing strategies have in common is that they are built on engaging concepts. Determine what makes you different from the competitors to start.

3. Complement your brand values with your engaging concept. What is your ultimate goal? Your engaging idea should coexist with your brand values. Does it involve offering fair prices? Outstanding design? Is it a mix of the two?

4. Leverage the advantages of different platforms. Use content that plays to the strengths of different channels, tied together with your compelling idea. 

Consistency is Key Unlock the Hidden Potential of Your Biz through Integrated Marketing Strategy 

So, you see, integrated marketing strategy can really bring your business to greater heights. It does not only put a different spin to your brand, but it helps your business long-lasting brand identity among your ideal customers and even turn them into loyal fans. With the right amount of clarity and consistency you can achieve the desired results you dream of. Now, go forth and unlock the hidden potential of your biz through Integrated Marketing Strategy.

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