Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.
I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:
- Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.
- Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”
- Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.
- The big idea has to integrate with media tools that link to each other and not just stand alone.
How do you succeed?
So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.
Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.
Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.
Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.