You know those brands that are instantly recognisable, no matter which touchpoint you come into contact with first?
Well, the brands that do this really well are nailing the concept of integrated marketing. This means that whether you’re using their product, reading their content, purchasing one of their services or coming into contact with their marketing material – their branding, colours, tone of voice and personality instantly gives you a picture of who they are and what they stand for.
SO, WHY IS THIS IMPORTANT?
The idea is to ensure all marketing channels are aligned in terms of messaging so that customers or clients are left with no question in their mind as to who you are as a brand and what your objectives are.
With most businesses using a variety of digital – as well as traditional – channels to communicate with their target audience these days, it’s essential that each channel is singing from the same song sheet (so to speak!). Language, imagery, themes, promos – these should all be aligned.
HOW TO USE INTEGRATED MARKETING EFFECTIVELY
The first step is to establish your primary objective – increased conversions, boosted brand awareness, increased traffic to your website – and then determine how you can align each marketing channel in the aim of achieving of that goal.
Before you launch into every channel at your disposal, however, consider which touchpoints will be the most effective at supporting your overall objective. If you’re sharing a discount for a service or product, for example, you may not want to write a blog post about it. Instead, utilising your newsletter, organic and paid social channels and web banners may be sufficient.
At the same time, consider your target audience and take into consideration their preferred marketing mediums and adjust your approach to suit.
Unlike isolated marketing campaigns – which may only focus on one or two channels – by employing an integrated approach, you increase your chances of reaching a wider audience and also getting your message in front of your target audience across multiple platforms – repetition is key!
As a consumer, seeing marketing that is aligned also helps to instil a sense of trust within your brand as you’re not confusing your messaging or trying to say too many things at once.
At the end of the day, no matter your campaign objectives or the channels you use to distribute your messaging – the aim is consistency. Be bold, be proud of who you are as a brand and get set for success.
So, are you ready to explore integrated marketing in your business? At The Content Cartel we help brands to build a dynamic content strategy that extends across multiple touchpoints. Get in touch today to see how we could help you.