Integrated marketing is aimed at creating a seamless, multi-dimensional, and consistent consumer experience for the client. The brand advertising campaigns are implemented on multiple platforms, ranging from traditional print, television, radio, and online. They all work together to reinforce the company’s message, i.e., that of the company.
In today’s technologically advanced world, it is no longer a secret that many businesses use an integrated marketing strategy to promote their products and services. This strategy is used in various forms to increase the number of consumers and customers and to create loyalty amongst them. A key component of this strategy is the ability of the customer to connect with the product or service through various mediums.
For a business to have a successful strategy, it must be able to incorporate strategic brand communication, which includes building an overall awareness of its products and services through media such as print, broadcast, and the Internet. One of the primary goals of any integrated marketing strategy is to create awareness of the products and services by using the right mediums at the right times. Besides, integrated marketing also helps in developing a brand persona of the company through the way it interacts with the consumers.
Categories of Integrated Marketing
There are three general categories of integrated marketing: Affiliate Marketing, Digital Media Marketing, and Online Marketing. These categories help the company promote its products and services and establish a positive reputation among consumers. However, there are some differences between them in terms of implementation, marketing approach and strategies. Each of these categories requires different approaches, especially when it comes to budgeting.
Traditional marketing involves the production of radio or television commercials that are designed to attract the attention of consumers. Most of the time, these ads feature celebrities who endorse the product or service and provide details about the benefits of the products and services. However, this form of traditional marketing is not cost-effective and has limited reach. It has a limited impact on the consumer because he cannot directly interact with the product or the brand in any way.
In recent times, the trend in marketing has been towards social media marketing as well as these forms of marketing has become cost-effective at the same time. A lot of research has been done in recent years to understand the social media consumer psyche and what are the most popular media tools that will bring the best results. It is estimated that the number of people actively using social media is increasing by the day. This phenomenon is also evident in the fact that the companies who have not taken the help of social media in their marketing campaigns are losing out on sales. The main reasons for this are because digital marketing techniques employed are often ineffective and because the media is too expensive. This is where the concept of the integrated marketing strategy comes into the picture.
The first component of this strategy is to produce media that is highly interactive and entertaining. This can be achieved by producing interactive websites that are interactive with the products and services being promoted and are user-friendly. As a result, the users can keep a close watch on the progress and success of the product or service.
The next component of this strategy is to ensure that the content is informative and educational so that the consumers can make informed decisions on what the company’s products and services are all about. Thirdly, they should strive to create awareness about the brand and the product in an authentic manner. The fourth component is that it should be used to reach out to the audience in such a manner that they do not feel intimidated and remain open to listening and learning about the products and services being promoted. The last component is to create links and connections between the products and services being promoted and customers, thereby making them feel that they are part of the company. The components that are used in an integrated marketing strategy can help you create a buzz about your products and services without spending too much money.