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What Is Integrated Marketing? (+ How To Create a Strategy)

Imagine seeing a billboard advertising a oto rental company. The billboard has a red & xanh màu scheme & sports the câu khẩu hiệu “ Car Rentals Done Right ! ”

You remember the brand name, so sánh later, when you get home page, you visit the rental oto company’s trang web. The site has an orange và yellow màu scheme & uses a slightly different câu khẩu hiệu : “ Do Your Car Renting Right ! ” You might be asking yourself if this is even the same company .
What you have just experienced is a disjointed brand experience. This hypothetical oto rental company gave you a different look và a different message on different dịch vụ seo tổng thể website
channels .
As a small business owner, avoiding such customer confusion is probably in your best interest. You bởi vì this by employing consistent messaging throughout all your marketing efforts. This is known as integrated marketing communications .

What is integrated marketing?

Integrated marketing is the principle of creating consistent messages across your marketing communication channels .
Companies with an integrated marketing strategy strive Khủng show customers the same visual aesthetic, the same slogans, the same promotions, và the same overall tone across multiple channels .
Whether these customers engage with your hàng hóa via a digital ad, a billboard, or an in-store experience, they’ll see a unified look & feel .

Benefits of integrated marketing

Successful integrated marketing campaigns can yield many benefits for both small businesses & large corporations .

Increased brand awareness 

As a marketer, you want that customer bự receive a consistent message that they can rapidly associate with your brand .
A potential customer who sees a company’s ad chiến dịch, hàng hóa packaging, & mạng xã hội truyền thông presence all featuring the same colors, font, & overall thiết kế will be more likely phệ remember that company’s name và hàng hóa .

Multiple opportunities to connect

When your demographic encounters your company across multiple channels, you get multiple chances lớn deliver the same consistent message .
You can also use different marketing strategies phệ reach your target audience on each channel. For example, you might use tìm kiếm engine optimization ( SEO ) phệ improve your website’s ranking on Google or retargeting ads phệ reach customers who have already visited your site .

Cost savings

Integrated marketing helps stretch your digital marketing budget. Because you will use very similar creative across multiple marketing channels, it’s lượt thích getting several campaigns for the price of one .
You also can collect customer dữ liệu from all different platforms & use this valuable information mập inform future marketing decisions .

Improved brand loyalty

Integrated marketing allows you Khủng build a rapport with your target audience và create long-term customer relationships .
You can establish trust with potential & current customers by delivering a consistent message across all channels. When customers trust your brand, they’re more likely Khủng bởi vì business with you & recommend you mập others .

Streamlined management

To thrive in the digital commerce economy, many marketing managers embrace omnichannel marketing — which involves a presence on everything from ti vi lớn mạng xã hội truyền thông platforms bự Google Ads .
An integrated marketing strategy helps your marketing nhóm manage all these platforms & channels because you’ll be using the same câu khẩu hiệu, màu sắc scheme, & sales promotions on all platforms .

How to create an integrated marketing campaign

Here’s how béo build an integrated marketing kế hoạch for your next chiến dịch :

  1. Understand your campaign goals
  2. Know your target audience
  3. Select your marketing channels
  4. Decide on creative direction
  5. Create a plan to collect leads
  6. Coordinate your launch
  7. Analyze results
  8. Adjust your campaign and repeat

1. Understand your campaign goals

The first step in any marketing chiến dịch is phệ understand your goals clearly. Do you want bự increase brand awareness ? Drive online sales ? Boost foot lượng truy cập phệ your brick-and-mortar store ?
Your chiến dịch goals will shape the rest of your marketing strategy, so sánh it’s important bự get them right from the start .

2. Know your target audience

The next step is Khủng understand who your target audience is. This step is critical because your target audience will dictate which marketing channels you use, what type of creative you develop, và what type of message you want lớn communicate .
For example, if you want lớn target millennials, you might develop a mạng xã hội truyền thông chiến dịch featuring influencers. Or, if you want bự target baby boomers, you might invest in some television commercials .

3. Select your marketing channels 

Once you understand your target audience, you can start selecting different channels phệ reach them. There are many options mập choose from, but some of the most popular are :

  • Search engine marketing (SEM)
  • Social media
  • Email marketing
  • Display advertising
  • Affiliate marketing
  • Referral marketing
  • Event marketing
  • Content marketing

This involves determining specific creative executions for each channel, & your kế hoạch for distributing the creative across channels .

  • Your design team may work on a revamped look for your company website, or develop a new landing page for your integrated campaign. 
  • Your social media team may develop assets for Facebook, Instagram, and TikTok, each with their own twist on the program or campaign. 
  • Your performance marketing team might develop ad copy variations for Google ads. 

No matter how many channels you use, they must all work toward the same goal : presenting your brand image in a consistent way across all platforms .

4. Decide on creative direction 

This is the look và feel of your brand or the big idea behind a singular chiến dịch. It includes màu, typography, & voice. As your marketing đội selects each of these components, think about whether they can adequately manifest on all of your platforms .
For instance, if you choose a special phông béo represent your brand name, make sure you have a kế hoạch béo replicate that fonts anywhere your brand appears. If you render it on a trang web using HTML5 code, ensure the fonts is supported on all the platforms you use .

5. Create a plan to collect leads

The next step is béo create a kế hoạch béo collect leads. Depending on your chiến dịch goals & your selected marketing channels, there are many ways Khủng collect leads .
For example, if you’re running a Facebook ad chiến dịch, you might drive potential customers mập a landing page where they can sign up for your newsletter. Or, if you’re running a tìm kiếm engine marketing ( SEM ) chiến dịch, you might drive potential customers Khủng a sản phẩm page where they can make a purchase .

6. Coordinate your launch

With all teams in place, và each nhóm united in its integrated marketing strategy, it is giây phút mập launch your chiến dịch. Your hot nhất creative hits your trang web, mạng xã hội channels, và ads. Launching isn’t as simple as flipping a switch, but it should look that way Khủng your customers .
Once your creative is complete, you can start mập implement your chiến dịch. Depending on your budget và the marketing channels you’ve selected, this might mean launching a mạng xã hội truyền thông chiến dịch, setting up a Google Ads account, or sending out promotional emails .

7. Analyze results

After running your chiến dịch for a while, it’s important mập analyze your results mập see how well it’s performing. You can track many metrics, but some of the most important ones are :

  • Reach: How many people have seen your campaign?
  • Engagement: How many people have interacted with your campaign?
  • Conversion rate: How many people have taken the desired action?
  • ROI: How much revenue have you generated from your campaign?

8. Adjust your campaign and repeat

Based on your analysis, you might need bự make some adjustments mập your chiến dịch. For example, if your reach is low, you might consider adding more marketing channels. Or, if your engagement is low, you might want béo consider changing your creative .
Once you’ve made your adjustments, you can start the process again. This is the beauty of an integrated marketing strategy — it’s flexible và can be adjusted based on your results .

Types of integrated marketing communications

Integrated marketing communications ( IMC ) is an approach béo marketing that uses all of the available channels béo reach the target audience. This can include advertising, public relations, direct marketing, mạng xã hội truyền thông, SEO, paid tìm kiếm, gmail, và landing pages .

  • Paid advertising is paid communication, usually through print, television, radio, apps, or banner ads. Advertising can reach a wide audience with a consistent brand message.
  • Public relations refers to how you engage with the public, including digital media relations, crisis communications, and issues management. An organization’s public image can be boosted by public relations by building relationships with key audiences.
  • In direct marketing, you communicate directly with potential customers through telephone or direct mail. It’s an effective way to get a personalized message to them.
  • Social media marketingcan be a great way to build a community around your brand and reach potential customers. Social media platforms like Facebook, TikTok, Instagram, and LinkedIn can help you engage your customers.
  • Search engine optimization (SEO) is optimizing a website to show up higher in search engine results. It allows potential customers to find your website and learn about what you have to offer.
  • Using paid search, organizations can bid on keywords for which potential customers are searching. This allows them to reach potential customers actively looking for your products.
  • Email is a form of direct marketing that allows organizations to send messages directly to potential and current customers. Email can be a great way to stay in touch with customers and promote new products or services.
  • A landing page is a web page that converts visitors into leads or customers. It often includes a form that allows visitors to provide their contact information. Your business can benefit greatly from landing pages because they can increase conversion rates.

Integrated marketing examples

1. Mack Weldon

Mack Weldon is a men’s basics brand that started in 2011 & has expanded its sản phẩm line béo include underwear, t-shirts, socks, và sweatpants. Led by CMO Talia Handler, a former ecommerce strategy consultant at TikTok, the brand took a 360 – degree integrated marketing approach throughout the pandemic .
The brand’s latest TV-centric chiến dịch was centered on the expression “ Buy some thời gian ” & what the company calls its Daily Wear System. Handler doesn’t just focus on ti vi, however. The company thinks about every touchpoint throughout the funnel, from ti vi bự mạng xã hội truyền thông và its customer loyalty program .
The company wants everyone béo walk away và understand who Mack Weldon is. “ We’ll start, end phút giây, mập see how those integrated marketing efforts are building our bottom line in the short term và helping lớn keep customers more engaged và [ learn ] more about us. And we can start phệ track that end phút giây, béo prove và respond Khủng that long-term change in customer sentiment, ” Handler said in a recent interview with Glossy .
“ It has been amazing béo see that growth end the past few months with our mới ra integrated chiến dịch và our more integrated go-to-market approach. ”

2. Coca-Cola

As Coca-Cola launched its Diet Coke Plus sản phẩm in the early 2.000 s, it used integrated marketing tactics, including print ads, trực tuyến banner ads, và television commercials that all featured the same tagline : ” Now you can enjoy Diet Coke even more. ”
By aligning its various marketing channels, Coca-Cola was able lớn effectively communicate the benefits of its mới nhất sản phẩm Khủng consumers .

3. Nike

Nike is another company that uses integrated marketing effectively. The sports apparel giant has a long history of running successful marketing campaigns that span multiple channels .
For example, Nike’s “ Just Do It ” chiến dịch, which launched in 1988, included television commercials, print ads, và billboards that all featured the same câu khẩu hiệu. Nike has also used integrated marketing Khủng tư vấn the launch of mới ra products, lượt thích its Nike + line of fitness products .

Final thoughts: Consistency rules

Very few customers consciously judge a company based on the consistency of its marketing efforts. Subconsciously, however, your marketing coordination ( or lack thereof ) sends many subtextual messages béo your audience .
You probably wouldn’t trust your business Khủng a ngân hàng or a wireless company whose ads all seemed different & who had multiple slogans & màu sắc schemes .
Why, then, if your ad campaigns were equally disorganized, would a customer put that kind of trust in you ? Today’s small business owners can’t afford such a risk. They create integrated marketing campaigns with a consistent brand image, giving customers tacit permission bự trust them & bởi business with them .

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Integrated marketing FAQ

What is integrated marketing?

Integrated marketing is a coordinated promotional strategy that combines advertising, public relations, promotions, digital marketing, & mạng xã hội truyền thông channels. An example of integrated marketing would be a promotional chiến dịch that uses a combination of TV ads, print ads, trực tuyến ads, blog posts, và mạng xã hội truyền thông béo reach the greatest number of people possible .

Why is integrated marketing important?

Businesses can more effectively và efficiently communicate their messages lớn consumers with integrated marketing. With multiple channels phệ reach consumers, businesses can more effectively reach their target audience và ensure their message is heard. Additionally, integrated marketing helps businesses Khủng save money by using multiple channels phệ reach consumers .

What are the 8 components of integrated marketing?

Paid ads, public relations, direct marketing, mạng xã hội truyền thông, SEO, paid tìm kiếm, gmail, và landing pages .

What is the goal of integrated marketing?

The goal of integrated marketing is bự create a seamless customer experience by delivering consistent messages across all channels .

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