Isolated, the trees in the middle of the path help us to locate ourselves, but it is when we can see the forest as a whole that we are sure that we are on the right way. Also, this calls the principle of Integrated Marketing. This concept proposes a multidimensional approach to retain the consumer amid the fragmentation of the media, unifying the branding message to more effectively publicize your brand. In the World, this business vision is multiplying.
Currently, 75% of marketing professionals who work in advertisers, 84% of those who work in agencies and 84% of those who work in media companies say that their companies have increasingly resorted to the implementation of Integrated Marketing actions.
Daily, a successful integrated marketing job requires planning and, above all, synergy. Here are some tips for applying it to your company:
1) One message, different forms
Your target is composed of different target audiences, and each one of them must receive the same information. However, it does not mean that the message must take the same form: for more efficient dissemination, you can – and should! – arouse different emotions in different audiences.
Cooperation is essential for the entire execution of integrated marketing planning to flow smoothly, both within the company and in the relationship with the agency.
3) Use a lot of data
A smooth workflow is only the first step in using as much information as possible in the elaboration of actions. At the same time, it is essential to measure the performance of the actions carried out objectively.
4) Target your campaign to the internal audience
Create a culture where your company professionals take ownership of the brand and include them as a target audience so that they embrace the message and help spread it. Remember: employees are potential transmission belts for your brand. Also, help in team cohesion so that the work is carryout fluidly.
5) Attention to detail
A well-integrated marketing schedule tends to bring together a wide variety of content over long periods, which can cause the quality of materials to “lose hand” over time. It is not because we are talking about a macro process that we will forget about the micro, right? A detailed view of the entire process will maintain the level and relevance of your actions without dropping the shuttlecock.