Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.
Integrated marketing combines the more traditional outbound marketing with the kind of inbound variety made popular by the digital revolution. It is an approach to creating a unified and seamless brand experience for consumers across channels.
In order to understand why integrated marketing is important for business’s success, it’s necessary that we consider the following points.
We are all living in a digital world where our every basic need comprises and connects us with digital technology or machines. In spite of being a digital world, digital marketing isn’t enough for marketing and promoting products and services to generate leads. Digital marketing has it’s own limitations as well.
One of the most important problems every marketer faces is about the marketing budget and its investment. No marketer can assure that a specific strategy with a certain amount of investment will give 100% results. Integrated marketing reduces this uncertainty and minimizes the risk of investment and results of implementing a strategy.
An integrated campaign that uses both traditional (tele-calling, billboard etc) and non-traditional (social media) marketing channels have a greater value and bounds to give more success as compared the campaigns using any one of the marketing channels. Integrated marketing puts the focus on ensuring that your messaging is consistent, regardless of the channel that is used as the vehicle to share the message.
Integrated marketing plays an integral role in communicating brand message to a larger audience. Integrated Marketing helps in integrating all essential components of marketing channels to communicate a similar message to potential and existing end-users irrespective of demographics. A single message goes to customers across all marketing channels be it TV, Radio, Banners, hoardings and so on.
Organizations implementing integrated marketing strategy not only successfully promote their brands among target audience but also develop trust among them who would always stick to their brands, no matter what. Through integrated marketing, a similar message goes to customers, prospects and other stakeholders simultaneously, eventually creating a better impact on them. Integrated marketing ensures the brand is an instant hit among end-users. It also develops a sense of attachment and loyalty among end-users.
Integrated marketing saves money invested in marketing and promotion programs. Different marketing channels have different costs for promoting products and services. For example, the cost of traditional marketing may vary with the cost of digital marketing. Both are important and cannot be neglected so integrated marketing brings all these marketing channels under one roof and reduces the marketing cost of an organization.
If you work with an external marketing agency, you may be able to reduce agency fees/charges by working with a single firm that offers integrated communications services, rather than separate specialist agencies.
Customers and prospects have their own convenient ways through which they want to be communicated. Some prefer emails, some prefer direct phone calls while some prefer online channels. Integrated marketing helps you provide customers with information in the format they prefer. Consumers and business customers can specify if they want to receive product information via email, direct mail, text message or telephone. Integrated marketing ensures they receive the same information in all communications.
Marketers do not really have to think really hard as to which marketing tool is really effective in creating brand awareness. Integrated marketing saves time which is often lost in figuring out the best marketing tool. Through integrated marketing, marketers can smartly blend and integrate all marketing tools for better response.
“Integrated marketing communication is a way of looking at the whole marketing process from the view point of the customer.”
Apprise Marketing Services – AMS is an integrated B2B Marketing, Demand Generation, and Content Syndication services providing agency. We help generate traffic/audience, promote content and build solid sales pipeline for the organizations across all Tech and Non-Tech verticals so that they never fall short of qualified leads.
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