Marketing success doesn’t come from a single strategy or channel. It requires the harmony of different channels and investments in key areas such as analytics, thus come integrated marketing.
Rod from the founding team will enlighten you about what integrated marketing is, its benefits and how you can measure your results for continuous improvement.
If you need more details about marketing strategy, check out our page in this topic.
In this video:
00:00:14 // Series Introduction and Objectives
00:01:30 // Integrated Marketing
00:04:41 // Key Investments
00:09:07 // Key Benefits
00:10:50 // Conclusion
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Series Introduction and Objectives
Hello everyone, and welcome to the first video, in a multi-video blog series called Marketing Mixology. My name is Rod Paulino, and I’m both thrilled and honored to be your marketing Ambassador throughout this series on behalf of our one stop full-service agency — Shizzle Marketing.
In this series, we will cover a number of topics, highlighting the key marketing insights and top questions marketers should really be asking themselves when considering their market focus and business strategy. In this video, I’ll be providing you a high-level overview on our topic — integrated marketing. What it is, how you can benefit from it, and even provide you ways in which you can measure for continuous improvement.
Lastly, I’ll discuss the key investment areas that really every organization, regardless of their size or industry, truly needs to consider when they are developing their plans and priorities for interacting with and selling to their customers or businesses online. So, are you all ready to start? Alright, Let’s jump right in.
The Integrated Marketing
So, integrated marketing is a strategy really aimed at unifying different marketing channels throughout. You might think of your search engine optimization, the different social media channels that are out there, the direct marketing like your snail mail postcards and then, of course, web search engine and such.
The objective of integrated marketing is to take all of those and complement one another and reinforce the impact of each and every one of those methods. And then when you think about each and every one of those different channels that you have in integrated marketing, you want to take the key metrics and marketing data that you get from all of those. And once you are able to examine and hone in on those, it will help really allow you to be able to optimize on your service or product development, help really champion and right size your pricing, help with your sales distribution and of your services or goods and products, and then really also help with your customer service efforts.
Integrated Marketing really is designed to ensure that all of those communication strategies and marketing strategies that I mentioned are really unified and consistent across all of those channels, but really the number one thing there is that they’re centered on that customer.
So, let me give you a little bit of glimpses, if you will, of what I’m talking about here. So, think about when your customer clicks on an email, per se, through a campaign that you might have. Think of them landing on your homepage through either your website or a mobile device. They might even receive an offer through snail mail in their mailboxes. And they might even also call your customer service to inquire further or if they’re having a problem. With each of those glimpses that I gave to you, you would expect that the customer is expecting a seamless experience. And in this day and age, organizations that are very fortunate to be able to really employ them is Customer Success managers and really they are the middle ground individuals who are critical to ensuring the success of that marketing campaign, and hopefully work in tandem with sales in order to go and acquire that customer.
So integrated marketing really requires a unified approach with that marketing and sales teams. And where truly marketing really needs sales and sales needs marketing. Integrated marketing can truly help identify the company’s most valuable customers that they have through their demographics, through their likes and dislikes, through surveys and the like. And once that’s done, they can develop really targeted marketing campaigns tailored to them, which then ultimately will enable close of sales and then also improve on retention.
So, here I have listed some key investment areas, six of them, and I’m not going to go through each and every one of them in detail. But let’s start with planning and governance here where you might think in your organization that you’ll think about how to plan for your digital transformation, how to leverage key marketing budgets and also your return on investment. And then also, what types of technology are going to use for your marketing both online and offline.
When it comes to goals and measurement, you want to be really thinking about the marketing forecasts that you want to envision, key performance indicators that you’ll be wanting to go and measure yourself against, and then also have a convenient marketing dashboard so you can see all of this in real time. With media, you might want to use paid or owned media as well as offline or online integrations. With content, there is certainly content marketing strategies that we can go over, and as well as different marketing and drip marketing funnel. And in a future series, I will be talking more about what these funnels really mean.
My personal favorite is in the customer and partner experiences where imagine the mediums of website or mobile and thinking about the end to end customer journeys of those experiences, and really optimizing for them. You might also want to think about multi-channel ways in which a customer can pay and purchase throughout, so that your conversion rate is optimized even further. And then lastly, most really heavily used now, our email marketing, the mobile messaging and also chatbots, to name a few.
Now, when you think about integrated marketing, we, again, talk about traditional media, so, direct mail, print advertising, even outdoor signage. We think about online, when we talk about websites and social media, and also search engines ads.
Well, you think about all of that, and then you think about the center of gravity here that we’re talking about, which is integrated marketing. And when you think about all those channels, both online and offline, we want to go and leverage those so that they’re purposefully unified. And you want to do that with keeping some of these things in mind, which we will call the four C’s — the cohesiveness of those channels and your campaigns, the consistency, the continuity and also how they complement one another. And let me go into detail of each of those.
So, when you think about the four C’s, you want to have a logical connection across all those channels so you might have some video marketing in YouTube, you might have some physical fliers, and then you also, of course, will have social media. You also want to make sure that among all of those channels that they’re consistent and the messaging that you have there is complimentary and not contradictory. You also want to have a cadence, so that you’re, you have a continuous stream of marketing throughout the course of your marketing campaign.
And then lastly, you want to have a harmonious complimentary relationship among all of these channels so that your strategy seems seamless to your customers. Moreover, you want to have strong messaging across these channels and, in my opinion, the secret sauce here is how you approach it. So, when you think about an integrated marketing campaign, you might think about how will I story-tell, and what kind of brand identity do I want to have but ultimately, my point I’m trying to make here is that you really want to create one strong singular message instead of fragmented messages and points because you might waste your resources and time on all of those others when you really wanted to just concentrate on just one great message to your customers.
So, some benefits of integrated marketing. Here I post a question. What are savvy small business owners and marketers doing to save time, money, and generate leads. And so really simply put, they are using integrated marketing to help boost consumer trust, and then also optimize on their return on investment. So, they really want to concentrate on having clear consistent messaging, so that they don’t have to spend excessively on, you know, stock images, press releases, and buying up media like radio for example, or, as I mentioned that outdoor signage than you really need.
All you really want to do is, if you can concentrate on that one message, you can really produce the materials that are purposely needed in order to have them unified across all those channels. So, you won’t have to think about racking your brain and spend less time strategizing and agonizing over communications that are really focused on one message. And then lastly, I want to leave with you the evaluation and measurement piece to integrated marketing, and you might really want to make use of various metrics such as the website traffic that you get, the various changes in your sales numbers, and the fluctuation within of itself, and then also the social media metrics that you get through the engagement, or even your increase or decrease in follower count. So, you really want to evaluate the performance of these campaigns to really help you hone and understand the effectiveness of your strategy.
And in closing, your key really to success is to embrace and really listen to all of those marketing channels, and then strive for continuous improvement by evaluating and taking the time to analyze your key metrics.
Integrated marketing is a great tool as long as you know how to purposefully unify, and then also make sure that you are truly listening to the voice of your customer.
Thank you everyone. And I’ll talk to you soon.