Gone are the days when Marketers would measure the reach of their adverts, one medium at a time. As media fragmentation gathers pace brand owners should be focussing on integrated marketing campaigns. People are now surrounded by online and offline media, which can all be used as marketing platforms. Considering this, it’s understandable that adverts can get lost amongst the clutter. However, a well planned integrated marketing campaign that displays a consistent message across all mediums will greatly increase the visibility, reinforcement and effectiveness of the communication.
In a period of economic slowdown, companies are not only competing with each other but also trying to convince consumers to make a purchase. When a big marketing idea is translated across all relevant mediums the optimum amount of impact can be delivered, whether it is more sales, increased awareness or qualified leads. Online marketing should certainly be included in the mix; many offline purchases are a result of online research about a product, but also offline marketing such direct mail can drive prospects to a website, where a purchase can be made.
Full service creative agency, Partners SMR, have outlined three key necessities to consider when planning an integrated marketing campaign.
1) Understand your Customers- This is vital, particularly in regards to which media they are exposed to; different and ever changing target audiences will interact with media in different ways. By understanding your customer you can develop a message that is meaningful to them and makes an impact at the right time and through the right medium. In order to fully understand customers and prospects; research should be carried out to establish their core values, their motivations and purchase habits, including how they interpret your brand, as well as identifying the media that they trust and are exposed to regularly. For example, if your customers enjoy researching online and reading articles in a specific magazine but don’t watch much television, then this can automatically help define an optimum media strategy.
2) Directing Your Customers – By including your web address on all offline marketing material, your online presence is automatically reinforced. When marketing a specific product or offer, by creating and directing people to a specific landing page for more information will not only send prospects to your website but will enable you to easily measure the campaign by tracking the conversion rates on the landing page. Also, if you are promoting an event or exhibiting at a show, you can encourage visitors to sign up by using online tactics such as e-mail marketing, viral marketing and blogging. Again, having a specific landing page for the attendees to register on will help gauge the effectiveness of the campaign. If you have public e-mail addresses, ensure that responses are immediate, polite and helpful.
3) Consistency – The creative elements online should match those on any offline marketing materials and be appropriate for that media. A consistent brand image can raise the level of reputation and trust amongst your consumers which can result in an increase in loyalty for your brand. Additionally, consistency will also reinforce your brand and increase recognition as well as saving you money. Failing to integrate an online and offline image can result in conflicting messages and dilute your brand message and therefore value.