How can integrated marketing work for your business?

An integrated marketing campaign combines different channels together in order to deliver a universal message – the result being increased brand recognition.

One of the most recent integrated marketing successes has been Compare the Market, with their Meerkat campaign. The campaign not only covered TV, print and digital but it went one step further by offering customers their very own cuddly Meerkat toy. This helped increase the company’s market share by an incredible 76 per cent.

If you’re looking at how to best deliver your marketing efforts, an integrated campaign could be the way for you to succeed.

If you’re looking to breathe life into your business with integrated marketing, here’s six tips to help you get the most out of your marketing efforts.

Think logically

To make sure your marketing efforts are as effective as possible, you must remain coherent throughout. Think logically about how you can draw different channels together to deliver one consistent message. This involves investing in a lot of research into your target consumer. When you know who your audience are and which channels they’re using, your efforts will be heading in the right direction.

Utilise social media

With over 2.3 billion active users, social media is the key to unlocking your audience potential and providing instant brand awareness. Connect with your followers, use relevant hashtags and post useful content. You will see that when you engage, people will be more likely to trust you and use your services.

Remain consistent

In order for your marketing campaign to work, it has to be consistent. This involves not only the message you want to deliver, but also the tone of voice and brand colours you use throughout. People must understand who you are, what you’re selling and why it’s beneficial to them with every post you send.

Connecting online and offline

Whilst social media is important, it’s also crucial that traditional methods of marketing aren’t ignored. Print is still a big market, especially industry-specific publications. Integrating events into your marketing efforts will help – by putting a face to your brand, you can build lifelong relationships with consumers.

Stay in sync

Having different teams working on the same campaign can sometimes lead to disruption, so it’s important to make sure each member of your team is fully up to date with what’s going on and your brand’s objectives. Hold regular meetings to discuss on-going events and also encourage people to discuss what’s working and what isn’t, in case you need to change things up at any time.

Keep on top of trends

If you were to work in the fishing industry, forgetting about National Fishing Month would be a great opportunity missed. By keeping on track of upcoming awareness days, awards ceremonies, events and news stories, you can make sure your content is relevant and marketed at the right time – ensuring the best chance of success.

Integrate your marketing efforts

Now that you have a general consensus of how to craft an effective campaign, it’s time to get started. It’s all about joining different platforms together, engaging your audience and delivering a consistent message that resonates with your target consumers.

*Lonn Landis is a studio manager at the PR and creative agency Peppermint Soda.  You can see their integrated marketing calendar here.

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