Integrated Marketing Communication Strategy

Thursday, February 24, 2022

 

An integrated marketing communication strategy

  • helps you engage clients
  • builds your own brand
  • improves internal collaboration

If marketing communicatin is disconnected, your clients might be confused. It may be hard to understand what a brand stands for. And why someone should buy it.

Rather, you should use consistent messages across touch points to attract and retain clients. It`s no wonder that you shold conduct a SWOT analysis, use brand storytelling, measure and optimize client insights.

What will you learn here about the Integrated Marketing Communication Strategy?

  • The fact that Marketing integration is challenging.
  • Your competitive attributes must be clearly defined.
  • SWOT analysis can show you exaclty where your business is and the forecast.
  • Your brand must be aligned to your marketing strategy.
  • Brand storytelling is a way to differentiate your business.
  • Connect your brand with clients.
  • Measure your strategy outcomes with integrated KPIs.
  • Integrated marketing communication is done more than once.
 Your brans uses multiple marketing channels and clients should see an unified message. Thus, in store, online including web, email, social media, use the same message with text, wordng, images, video. Don`t think that only your costs are reduced by using the same creations! You will gain much more. Your clients, ambassadors, affiliates, people attracted to your brand, people who want to know more about your brand, all see the same message everywhere. 
 
Let`s say you have a brand named Teenagers and your main business activity is to sell running shoes for teens. If your marketing message is with a pair of running shoes and an adapted description on any marketing channel you use, your message is clear. But, if on one marketing channel you use for the same marketing campaign a message with a teenager and a description, there might be a confusion. What is this brand? What does this brand do? What does this brnd actually do for teenagers?
 
People like to discover, but don`t put them in a position where they don`t understand what your brand is doing exactly. All your marketing messages should bring the same opinion in people`s mind. In the case from above, the Teenagers brand is a brand for teens running shoes. 
 

Integrated Marketing Strategy Guide

  1. use the same visual elements
  2. ensure consistent language when talking about your brand
  3. adapt any of your marketing campaign to the overall brand image
  4. define your marketing campaign goals based on who`s attention you want to draw 
Which buying cucle stages do you want to reinforce? Your brand value and your solution for the community? If people know your brand, then a common sales objective is alright.
 
KPIs to focus on:
  • Exposure: how many prospects are in each marketing channel?
  • Engagement: how many prospects actively engage in each marketing channel?
  • Repeat engagement: how often does the same prospect re-engage?
  • Peak engagement periods: which times of the day, days of the week, see the highest engagement on different marketing channels? 
  • Buyer yourney status: is there more engagement from new buyers, or from existing buyers?

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