Integration of Marketing, Sales and Distribution31/08/2020
Integrated marketing is the process of arranging your different marketing channels to work in tandem to promote your products or services, typically through a strategic campaign. Integrated marketing also works to align the primary brand message that’s being delivered through your marketing channels and assets.
Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.
Different channels have different strengths and weaknesses, and different types of content suit different channels better Twiter is good for short, witty and pithy messages, whilst Pinterest is great for content related to design, and aspirational content works best on Instagram. So why not play to each individual channel’s strengths and design marketing for that channel specifically, rather than attempting to integrate all channels?
The answer is customers don’t care enough to pay attention to all your different messaging, and by not using one clear communications strategy to amplify your brand, your message will simply be lost in the constant stream of content that all consumers are subject to every day. For example, the brand storytelling report showed that 85% of consumers couldn’t name a memorable story told to them by a brand.
That means all of the thousands of brand’s storytelling efforts were completely forgotten by over four out of five people. You may think your marketing is the best thing in the world, but the reality is pretty much everyone is going to forget it very quickly. To make an impact you have to coordinate messaging. Have you ever wondered why McDonald’s are constantly advertising? Everyone knows who McDonald’s are. Everyone knows what McDonald’s offer and there is one on every street corner. So why do they advertise? Because there is power in reminding consumers about your brand, even if they already know that it exists. And of course, they may want to change the perception of its values and what it offers. This is why consistent messaging across channels is so critical. Without it, your message will fail to make an impact and you will just be yelling into a gale.
While integrated marketing campaigns can differ in their goals (e.g. converting views, building brand awareness, etc.), they should all have one component in common: to align your marketing channels to present a united marketing “front”.
If your marketing channels are players, consider your integrated marketing campaign the coach in charge of running plays and helping your channels work as a unified system not disparate ones.
It’s also more effective to run integrated marketing campaigns as compared to campaigns on individual channels. Integrated marketing campaigns are impactful for a few reasons:
- They reach a wider audience than a single marketing channel.
- They have a greater chance of being seen on multiple channels, thus keeping your brand top-of-mind and pushing visitors closer to conversion.
- They build trust with visitors as they see a consistent message on multiple channels.
- They save you money since assets can be shared between and repurposed for different marketing channels and, depending on your campaign, customers can help you market your product or service for you.
- These goals should also relate to at least one of the following key performance indicators (KPIs) and their subsequent metrics, which you can track when you launch your campaign.
|Traffic/reach||Unique page views by channel and source|
|Engagement||Bounce rate; average time on page|
|Top (and falling) content||Top page views; top exits|
|Impact||Click-throughs; conversions; backlinks|
|Sentiment||Comments; social shares|
|Lead generation||Total leads; total sessions; session to lead conversion rate|
|Sales||Lead to marketing qualified lead (MQL); MQL to sales qualified lead (SQL); customer purchase/closed-won business|