Too often, people take the easy approach to marketing and public relations. They see one or two tactics that they think would get them what they need -- a funny ad or a quick pitch to a reporter -- and that’s all that they do. They’d rather stick to that simple step than take the time to build a more comprehensive, strategic approach. However, that reluctance keeps them from the rewards available to them.
Integrated marketing is the process of creating a communications strategy that brings together all of your communications components, such as advertising, public relations and social media, into a comprehensive campaign that uses unified, consistent messaging to bring the biggest bang to your efforts.
At Fryed Egg, we help our clients build holistic, integrated marketing campaigns that lead to long-term, sustainable results. Here are some of the reasons that integrated marketing is so effective.
Striking on multiple fronts
An integrated marketing campaign ensures that your organization reaches its audience on multiple touchpoints. Your key audience likely doesn’t consume media in just one way, so it doesn’t make sense to only reach out to them in one way. Through integrated marketing, you can determine the best channels to use to reach members of your audience and build a campaign that connects with them in each place. For instance, promoting a major event might include a press release and media pitches, traditional and digital advertising, a dedicated website, and social media efforts. Integrated marketing is data-driven, using analytics to research audiences, measure effectiveness and determine best approaches.
One could promote your organization on multiple fronts without linking those efforts. That, however, would lead to a scattered, disjointed mix of different campaigns that lack the collective power that they could have if they were connected. An integrated marketing plan is cohesive and consistent, so that each individual effort supports the larger goal and ultimately supports every other individual effort. Every time someone experiences your brand on one channel, it will reinforce their impression of the brand they have received on other channels. When your audience is on the receiving end of an integrated marketing effort, your message will land with them and be thoroughly absorbed. Cohesive messaging does not mean dull, monotonous messaging -- it still leaves room for creativity and compelling content.
Better brand recognition and loyalty
Integrated marketing leads to much stronger brand visibility and recognition than you will experience with a less cohesive approach. Part of this is that customers will better understand who you are. When you use consistent messaging and visuals throughout different channels, customers are experiencing your brand the same way every time and your brand becomes embedded with them. When customers understand you, they are more likely to demonstrate loyalty to your brand. This has become more important than ever in today’s landscape when media fragmentation leaves audiences wilting under a barrage of contradictory messages and images. If you can break through that confusion with straightforward consistency, you will be memorable.
Strengthening your organization
For organizations that commit to a focused integrated marketing plan, they will find that not only will their external audiences better understand them -- so will their internal ones. Integrated marketing plans help organizations take a closer look at who they are -- in fact, an integrated marketing plan often starts with a thorough look at your organization’s mission and core purpose. The development and dedication to consistency that is crucial to an integrated marketing plan helps an organization strengthen its identity, driving team members to do work that is more unified and supportive of the organization’s mission. That drives internal morale, strengthens an organization’s culture, and helps to bolster retention and employee loyalty to the organization.
At Fryed Egg, we develop comprehensive, integrated marketing strategies to build and strengthen brands. We can help you pinpoint what makes your organization special, diving deep into your values and vision, and make sure that your brand reflects that with an integrated marketing approach that audiences remember. If you want to see if Fryed Egg is the right agency for your marketing needs, contact us at (813) 478-0494 or YFry@FryedEgg.com or visit www.FryedEgg.com.