Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless, multi-dimensional brand experience for the consumer. It’s making sure that you are being consistent in your marketing both online and offline. Consistency is key in making sure that consumers understand your marketing message, the consistency in that message will lead to better results on getting them to take action and ultimately impact your return on your investment. Integrated marketing helps by optimising the spend whether online or offline and will assist you in putting the right number of dollars towards the most effective approach that yields the best results.
In previous years, we looked at marketing in two segments – online and offline. Marketing is shifting and you will find the most optimum result by utilising an integrated approach. Consumer behaviour has also shifted as they expect more information and they are more concentrated on purchasing from companies that they have a relationship with even if that relationship only exists in the digital realm via social media.
These are 10 reasons why a business needs integrated marketing.
Digital Marketing Doesn’t Cover All the Bases
As much as we like to think that digital is the be-all-to-end-all when it comes to getting a small business the exposure it needs, that’s not the case. In fact, Mark Schmukler, CEO and Co-founder, Sagefrog Marketing Group, is clear: “Outbound marketing and modern inbound marketing are equal sources of qualified leads for B2B companies today.”
Integrated Marketing Optimizes Your Marketing Investment
Accessing all the tools you can is important for fast moving industries like technology and healthcare. You don’t want to leave any stone unturned.
You Don’t Have a Marketing Rudder to Steer
According to the 2017 B2B Marketing Mix Report from Sagefrog Marketing, 55% of small business don’t have a marketing plan. Putting together a strategy that involves PR and digital elements has a proven track record.
You Haven’t Defined Your Target Market
According to the same report, one of the top sales lead sources is social media. Putting together some posts and gauging the feedback through analytics can help. Narrowing down the focus of the folks that are most likely to buy what you’ve got to sell is critical.
People Don’t Always Hear You the First Time
Seven. That’s the number of times a prospect needs to hear your message before they’ll act on it according to small business leadership expert, Gino Wickman. Integrated marketing allows you to spread your message out over several mediums and increase your chances of having it heard and acted upon.
Management Professionals Know the Difference
“I don’t see this as one or the other,” Schmukler says. “Companies should optimise across all the available channels using all the tactics they can.”
Chances are Your Competitors Know How Important This Technique Is
One hundred marketing and management professionals participated in the Sagefrog survey. Half of those polled think social media is an important part of any marketing mix and tradeshows and events were ranked high on the ROI scale. They’re paying attention. You should too.
You Can Avoid Wasting Marketing Money
Bringing everything together under one umbrella means you won’t be duplicating any messages and wasting resources. A Twitter hashtag about your live event before it happens gets prospects out to where you can interact with them. A YouTube stream to the same event might be adding too many cooks.
It Works Well for Everyone
If you think your small business won’t fit into the Integrated Marketing puzzle, think again. Sagefrog Marketing assures us that it works right across the small business board although they say researching your target market and industry will help to pinpoint best practices.
You Need to Accurately Measure Results
Traditional methods are a good idea but hard to measure. You can hit a home run with PR, but that might be very tough to track. Digital offers the analytics so a small business gets a more accurate picture of what works and what doesn’t.
All in all, integrated marketing is essential for small businesses to spread the message that they want their customers to understand. Digital marketing is unable to cover all areas and so does traditional marketing. That’s where integrated marketing comes in to drive optimum results for small businesses.
Considering integrated marketing but don’t know how? Reach out to O2O Pro Management for assistance. Our expertise in both online and offline marketing can surely help your business to level up to new heights.