When it comes to integrated marketing, the rules have changed as much as they've stayed the same. It's still the marketer's job to ensure that your product or company remains first and foremost in the customers' minds. With economic constraints for both consumers and marketers, and the proliferation of channels, this task is harder than ever. How do you continue to grow your business and increase revenue in a way that's smart and cost-effective?
During my 15-year career in marketing services, I've weathered a few economic downturns and two recessions. When faced with economic hardship, marketers must be even more vigilant about spending dollars efficiently and effectively while tracking ROI. Recession or not, aim for a balanced approach when it comes to timing, targeting and channel. This is where a well-designed and effective integrated marketing campaign comes into play.
Beyond having a better chance of reaching the customer, integrated marketing campaigns have the ability to boost revenue, retain customers and help identify and connect with new prospects.
Integrated marketing is, in one word, strategic. It allows companies to strip away unnecessary marketing strategies that have been unsuccessful in the past, opening the door to new communication opportunities. Choosing the right message, through the right channel, at the right time, to the right customer, using the right data will drive results and revenue.
'Push' and 'Pull'
It's a common misconception that "multichannel" is a synonym for "integrated," and that employing multiple channels is the hallmark of an integrated campaign. Truly integrated methods use both "pull" and "push" marketing channels to deploy a consistent campaign across different media. Not only does this approach allow for tailoring the company's message, media and distribution to their ideal customer, it's also cost-effective. By choosing the channel best suited for your product's message and target consumers based on research and data, marketers can avoid hidden costs.