The Purpose and Value of Integrated Marketing

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Consistency is paramount to a successful marketing campaign. Integrated Marketing is one strategy to ensure that success, according to Advertising Educators CEO Christopher Mee. Integrated Marketing refers to the concept of coordinating internal and external advertising and marketing efforts.

The purpose of integrating marketing is to provide a consistent message to consumers by using recognizable elements throughout a marketing campaign. Changing messages and types of media in a campaign can create confusion and the ultimate message is lost. Convincing 10 percent of an audience that 100 percent of the message is reliable is far more beneficial than trying to convince 100 percent of an audience and persuade them to agree to 10 percent of the message. Ninety percent of the message is lost to 100 percent of the audience.

While integrated marketing is important, it must not be achieved at the expense of frequency and repetition. The primary goal of integrated marketing is to make it obvious that all marketing messages are from the same company. It is not uncommon for marketers to run advertising in various media that lack a cohesive synergy. One of the most important elements of traditional advertising is to ensure that the marketing messages carry through to online content, so consumers who desire additional information have a resource to use to find it.

Today, consumers spend less and research more than they did even a few years ago. Marketing messages across all platforms need to be synergistic to ensure that consumers recognize that all of the marketing messages come from the same source. Hiring a professional marketing agency or consultant is often the best way to achieve this.

By using strategies in Integrated Marketing, a business can take users across multiple media with synergistic messages. For example, a newspaper ad could reference an infomercial, a radio ad would lead a consumer to a website and the four media would be consistent in their overriding messages, using the same branding properties, taglines and information links. Repeating information and messages to the consumer results in the consumer being ready to buy a product or service before they make contact with any retailer or service provider.

Repetition keeps the message in front of an audience. Using multiple platforms to get the message across further reinforces a consumer’s memory of a brand and what it offers. Mee, who also is a small business owner, has learned about business from every angle. He began creating marketing plans for his own retail business. After trial and error, with some failures and many more successes, Mee said using integrated marketing strategies helped clients see growth in their businesses between 50 and 130 percent.

By using strategies in Integrated Marketing, a business can take users across multiple media with synergistic messages. For example, a newspaper ad could reference an infomercial, a radio ad would lead a consumer to a website and the four media would be consistent in their overriding messages, using the same branding properties, taglines and information links. Repeating information and messages to the consumer results in the consumer being ready to buy a product or service before they make contact with any retailer or service provider. Repetition keeps the message in front of an audience. Using multiple platforms to get the message across further reinforces a consumer’s memory of a brand and what it offers.



Source by Linda C McThrall

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The Purpose and Value of Integrated Marketing
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