The Important Trend that Today’s Successful Marketers are Embracing
Marketers are always looking for best practices to maximize their marketing efforts, and there may be no better strategy than that of an integrated marketing approach.
An integrated approach to marketing is one that aligns and coordinates all marketing efforts across multiple departments to deliver a brand-consistent, customer-focused content experience as seamlessly as possible across all channels.
In this blog, we’ll detail the four reasons why marketers need an integrated approach, while also touching on the important role MarTech solutions play in these coordinated efforts.
Reason 1: Improve Operational Effectiveness
With time constantly at a premium and campaign launches always looming in the not-so-distant future, as marketers, time truly is money and there’s no greater waste than a loss of time due to inefficiency.
One of the greatest assets of an integrated approach to marketing has little to do with the customer, but rather how it encourages internal communication between departments. This is particularly true when it comes to the sharing of data to better understand your customer base.
In short, an integrated approach to marketing necessitates communication by default, giving you a better picture of the complete scope and results of your marketing efforts.
Reason 2: Brand Unification
Speaking of collaboration, integrated marketing is a great way to bring everyone on board to deliver one cohesive message, no matter what medium that message is delivered in.
An integrated approach to marketing encourages the breaking down of silos — the tendency to view marketing departments as self-contained islands, rather than collaborative partners — and often brings out the best in companies, encouraging collaboration.
This level of collaborative efforts ensures a fundamental internalization of your brand’s ethos across all marketing departments, resulting in a clearly defined message reaching your consumers.
Reason 3: Content as a Positionable Asset
An integrated approach to marketing has the unique ability to take generic content and work it into platform-specific content that will resonate best within its medium of delivery.
This means that your content becomes an asset, positionable like any other business IP and deliverable in different forms for different channels. It allows you to nail down your approach for blog content while positioning that same content differently for social media.
This flexibility allows you to take stock of all assets and tailor them to fit perfectly within an expansive, diverse campaign.
Reason 4: Creates a Seamless and Consistent Customer Experience
We all know that the name of the game is CX when it comes to modern marketing. We’re always looking to provide better, more convenient ways for our customers to interface with us in their chosen medium.
Whether that’s being more available via social media, sending direct mail with digital components, or simply reaching out with promotional emails, integrated marketing approaches all aspects of a diverse campaign with the same end goal — a fluid, intuitive customer experience facilitating communication and fostering brand/consumer relationships.
MarTech for Integrated Marketing
The right MarTech is important in making the most of an integrated approach to marketing, but it’s up to you to define your needs and select the appropriate technology to support your campaign.
There are many excellent automation platforms, which can be particularly helpful when it comes to MarTech for communications in a campaign utilizing an integrated marketing approach.
The Pay Off
So why shift to an integrated approach? The payoff is huge.
Amplifying a consistent message drives value. According to Kantar Millward Brown, integrated campaigns are 31 percent more effective at building brands than their single-channel counterparts, as it showcases a consistent brand over multiple channels, giving the audience a more complete view of the brand in different lights.
Even better? According to research by Gartner, integrated marketing campaigns that spread their efforts over four or more channels outperformed single or dual-channel campaigns by 300 percent.
Want to plan your integrated marketing campaign with the best tools available? Contact us to see what we can do for you.
About Jeff Sammak
As president and founder of Strata Company, Jeff Sammak has been a leader in the advanced integration of marketing, data and emerging technologies for over 20 years. He has a deep understanding of complex business challenges and keen ability to translate them to technology-driven solutions that align to a client’s key strategic business objectives. He attended Monmouth College for Business, Jeff enjoys scuba diving, skiing and spending time with his family.