Sometimes referred to as a strategy, communication, or community, integrated marketing is the lifeline that runs through all of your marketing efforts. Or, at least it should be.
Integrated marketing is defined as: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.
The foundation of any successful integrated marketing strategy is based on consistency and authenticity. For a ‘big idea’ to produce results, it should be supported by a cohesive strategy.
This means three things: consistent messaging and branding (not only within a campaign but also tying all communication channels to the brand’s values), a cohesion and understanding of all traditional and non-traditional channels, and a solid plan (be it a yearly, monthly, or campaign-based).
These are the five strong steps we at Capture Social Media follow when developing an integrated marketing strategy:
- We Break Ground
We decide as a team to be as creative, innovative and effective as we can when creating the strategy or brainstorming a campaign to produce the best and highest results. Our team always attempts to create something new or adjust and improve past strategies.
- The Logistics
Timelines and budgets should be preconceived prior to the start of the marketing plan. This gives our team an agenda and pricing points to follow through each step.
- Making sure our customers understand our plan
If our customers can’t easily follow our line of thinking, it’s never going to work. We create the customer’s path on a flow chart to constantly refer to when making our decisions and choices.
- Fluidity is Key
While brand guidelines are the structure of any marketing department, digital marketing requires a certain element of fluidity and agility in order to adapt to ever-changing platforms. Therefore, we determine what ‘agility’ and ‘fluidity’ look like for each department within the larger strategy, so everyone is on the same page when the pressure is on and the stakes are high.
- The Kick-off
Holding an effective and solid kick-off by inviting everyone to the table: digital, design, marketing, communications, perhaps PR and/or IT, etc., is necessary. It’s important for all parties to be on the same page understanding the functionality and capabilities of each necessary department.
Contact us at Capture Social Media to learn more about how we can help your company create an Integrated Marketing Strategy that is effective and drives up your ROI.