Integrated marketing is the holistic approach to communication in marketing. Whether you’re doing traditional or digital marketing, integration is the key and so is sticking to sound classic marketing concepts. It focuses on the importance of a consistent, seamless and multi-dimensional brand experience.
Integrated marketing essentially uses a variety of marketing channels and tactics to achieve the business’ goals. Some channels are listed below:
- Traditional advertising – print, TV, radio, billboards
- Social media – Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google+, YouTube
- Experimental marketing – guerilla marketing tactics
- Public relations or communications – press releases, event promotions, broadcasting
- Digital marketing – Web, e-marketing, SEO, SEM, video marketing
Digital Marketing in an Integrated Strategy
There are 2 noteworthy activities that yield results in terms of marketing performance. Driving more traffic to your site and converting these visitors into customers. This is by no means an easy feat; it takes time, experience and good analytics.
Your analytics should include tactics that optimise market performance. Here your digital marketing department should work closely with traditional marketing, branding, market research and customer service teams. Effective targeting and segmenting are key components to everything you do whether traditional or digital.
How Do You Generate Traffic With Integrated Marketing?
Getting more web visitors is always challenging but a good marketing strategy will most certainly help. There are a number of ways to drive more traffic but the most important thing to remember is that “Content is King”. You can have the biggest marketing budget and most experienced team but if your content sucks, traffic will be the least of your problems.
Get your content strategy right and with the tactics listed below, you can get started.
- SEO (Search Engine Optimization) includes ‘Off-page’ techniques such as content and strategy; ‘On-page’ like keyword research, usage and frequency.
- Social Media – Consistent customer engagement at the right time sharing value adding content. Integrating social media with your website, blog and emails is essential.
- Online advertising – Setup an Adwords campaign, Email list integration, banners and links
- Offline advertising – Traditional media
What About Converting More Visitors?
Market research is vital in any way, shape or form. You must know your customers, identify and understand their needs but don’t forget to look at your competitors as well. Knowing who you are up against and what marketing tactics they use should be a top priority.
Another important aspect is superior customer service. Set high standards, deliver high quality service with experienced or well-trained staff and ensure a fast response to any queries or complaints. Whether on or offline, word of mouth is still one of the most important marketing strategies. People talk and love to share their experiences. Make sure you handle complaints quickly, effectively and don’t ignore anyone; bad news often spreads faster than the good.
If your content is good and adds value to your customers, motivating them to make a purchase, like or share on social media is a breeze. Test a few product or service offers and track your customer responses. If you know how your customers feel, you can act accordingly with better or different offers, thus, maximising your conversion rates.
Finally, segmenting your customers is another essential part of the process. Don’t treat your target audience as one and the same person, they all have different needs. Personalising communication to specific customers based on their unique requirements and preferences can go a long way. Target the right customers with the right message at the right time with quality content and the conversions will follow.
Integrated marketing helps by optimising spending, whether online or offline, and will greatly help you work out the right budget and approach that will yield the best results.