Integrating Marketing Programs and Activities

09/11/2021 0 By indiafreenotes

Integrated marketing is the process of unifying all aspects of marketing communication such as advertising, PR, and social media and using their respective mix of media, channels, and tactics to deliver a seamless and customer-centric experience. In practice, that means having a consistent look, feel and tone to your message across all the channels you use.

They integrate a mix of marketing activities to support various stages in the sales process.

This might include direct mail, advertising, search marketing or public speaking to generate the initial leads, then the website or landing pages to convert those leads, followed up by a lead nurturing program using email, phone and personal selling.

Benefits:

  • 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 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 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.

Cross-channel integrated marketing

Direct response creative and measurable marketing strategies with a variety of marketing channels.

These marketing activities may include:

  • Direct mail
  • Email marketing
  • Print advertising
  • Online advertising
  • Search advertising
  • Landing pages

Strategies:

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.

Come up with a compelling idea. Successful integrated marketing campaigns have one thing in common: They center around interesting ideas. Start by figuring out what sets you apart from the competition. From there, you can begin brainstorming ways to weave a (Funny? Touching? Exhilarating?) story around your key differentiators.

Align your compelling idea with your brand values. Your compelling idea should exist in tandem with your brand values; what’s your ultimate mission? Is it to provide reasonable prices? Exceptional design? Is it a combination of both?

Leverage the advantages of different platforms. Use content that plays to the strengths of different channels, tied together by your compelling idea.

Objectives:

  • Determine most effective current activities, media, offers, formats and creative.
  • Introduce tracking and measuring strategies for all marketing activities.
  • Recommend adjustments to current program to improve results.
  • Acquire leads and customers at a desired cost-per levels.
  • Generate leads at desired quantity or quality levels.
  • Develop a consistent and persuasive lead nurturing program.
  • Introduce lead capture strategies for website.
  • Improve organization, messaging and overall image of website.
  • Collect data about customers and prospects with surveys.
  • Enhance reputation as thought leader through speaking and writing.
  • Develop strategies for each step in the sales process.

Integrated marketing campaign

  • Decide exactly who this campaign will target and how success will be determined.
  • Identify where this targeted audience is most likely to interact with your content and make those channels the focus of the campaign.
  • Bring together the marketing and sales teams that will participate in the campaign and have them set common goals.
  • Have the teams outline how they will contribute to achieving the goals.
  • Use your defined metrics to judge the success of your campaign and to understand which platforms are the most effective at bringing in these customers.
  • Use this information to guide future campaigns to be more efficient and more productive.