When you shape your digital marketing campaign, you want to use various strategies to reach more credible leads and earn more conversions. To drive the best results for your campaign, you need to use integrated marketing. In this article, we’ll discuss the basics of integrated marketing and provide you with six tips to help you implement integrated marketing into your plan.
What is integrated marketing?
You may have heard the term before. But you might not know exactly what integrated marketing is. Integrated marketing is a type of marketing where you communicate your brand’s message across different channels. This type of marketing focuses on making sure your messaging and branding are consistent across all platforms and uses promotional tools to ensure the message is the same.
Why Should Your Business Use Integrated Marketing?
The power of integrated marketing is unmatched. Research has shown that integrated campaigns across more than four channels can outperform single or dual-channel campaigns by a staggering 300%. Here are a few reasons why:
- You receive better results. When you combine communication tools and messaging, it bolsters marketing effectiveness. The more a customer’s journey is unified, deliberate, and focused, the higher the likelihood of a sale and brand loyalty.
- You leave your mark. You can build better brand awareness when you’re consistent with graphics, headlines, and key phrases across different mediums and platforms. Creative consistency helps reinforce campaign themes by increasing the number of times prospects see or hear the same message.
- You save money. When you focus on a single message, you don’t just cut costs on creating campaigns. You’re also preventing budget-wasting that happens with inconsistent campaigns.
Unique Tips To Create Successful Marketing Campaigns
Integrated marketing isn’t just about splashing similar ads across different channels. Success depends on how well you connect with your audience and how well you adapt your message for each marketing platform. It’s about telling a consistent story to elicit emotions from your customers.
So, how do you begin building a successful integrated marketing campaign? How do you keep things consistent while also preventing your customers from getting bored? Here are a few ways to kickstart your integrated marketing strategy:
PUT YOURSELF IN YOUR CUSTOMERS’ SHOES
When it comes to business, EQ trumps IQ. Before developing any campaigns, you have to first answer, “What’s important to my customers?” Think about how you can solve their problems and make their lives easier.
IDENTIFY YOUR GOAL
When you run any digital marketing campaign, you need to set a goal. This is no different with integrated marketing. When you use integrated marketing, you need to create a goal for your campaign. You need to think about what you want to achieve with your campaign. What do you want your audience to do?
There are numerous goals you can set. You can set goals to achieve brand loyalty, brand awareness, or customer conversions. These are all great goals that you can achieve with an integrated marketing campaign.
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When you set a goal, it can help you structure a better campaign. You can tailor your campaign to help your business maximize the chances of achieving that goal.
Above all, if you want to create a successful integrated marketing campaign, you need to set a goal first.
IDENTIFY YOUR TARGET AUDIENCE
Once you know your goal, you need to think about who you are targeting. Your target audience is a crucial part of your integrated marketing campaign. These are the people you are trying to reach to get to complete an action.
If you don’t know your target audience, you need to figure that out first. Think about people who are most likely to buy your products and start compiling a target audience from that. You can create your target audience based on demographic information, interests, and purchasing behaviors.
When you know your target audience, you can deliver a better campaign. You’ll know what appeals to your audience and can deliver content that resonates with them. This is a crucial part of integrated marketing because you are sending the same message across different platforms. You need to make sure that message will resonate with your audience.
CONDUCT A SWOT ANALYSIS
To help your business conduct the best integrated marketing campaign, you’ll want to conduct a SWOT analysis. SWOT stands for strengths, weaknesses, opportunities, and threats. This is an evaluation of your business that helps you understand how to create a successful campaign.
When you conduct your SWOT analysis, you’ll want to think about your audience’s perception of your business. This will help you create a campaign that suits them better.
First, you’ll want to look at your business’ strengths. These are things that make your business unique and stand out from the competition. Do you have lower prices, free shipping, free items with purchase, or something else that is unique to your business? Your strengths are what make you stand above the competition. You want to focus on attributes of your company that highlight where you succeed.
Next, you’ll need to look at weaknesses. These are things your business lacks or doesn’t do as efficiently as the competition. Weaknesses are important because they can be deciding factor for why someone chooses a competitor over your business.
You’ll also need to analyze your opportunities. These are places where your business can grow. Are there ways that you can help your campaign perform better? Your opportunities are important because it’s a chance for your business to stand out from the competition. You can create ways that your business can offer unique opportunities to your audience.
Lastly, you’ll need to analyze threats to your campaign. What could hurt your campaign from performing well? Are there competitors or products that threaten your chances of success?
By conducting a SWOT analysis, you will have a better understanding about how to make your integrated marketing campaign successful
Instead of relying on individual marketing efforts, an integrated approach simultaneously makes the best use of the multiple channels available to modern businesses. By integrating tools such as advertising, social media, and sales promotion, you provide clarity, consistency, and maximum communications impact.
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