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What is Integrated Marketing?

Why integrated multichannel marketing is essential to your business's success.

Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.



Why integrate marketing channels?

Different channels have different strengths and weaknesses, and different types of content suit different channels better - Twiter is good for short, witty and pithy messages, whilst Pinterest is great for content related to design, and aspirational content works best on Instagram. So why not play to each individual channels strengths and design marketing for that channel specifically, rather than attempting to integrate all channels?

The answer is customers don't care enough to pay attention to all your different messaging, and by not using one clear communications strategy to amplify your brand, your message will simply be lost in the constant stream of content that all consumers are subject to every day. For example, the brand storytelling report showed that 85% of consumers couldn't name a memorable story told to them by a brand.

That means all of the thousands of brands storytelling efforts were completely forgotten by over four out of five people. You may think your marketing is the best thing in the world, but the reality is pretty much everyone is going to forget it very quickly. To make an impact you have to coordinate messaging. Have you ever wondered why McDonalds are constantly advertising? Everyone knows who McDonalds are. Everyone knows what McDonalds offer and there is one on every street corner. So why do they advertise? Because there is power in reminding consumers about your brand, even if they already know that it exists. And of course, they may want to change perception of it's values and what it offers. This is why consistent messaging across channels is so critical. Without it, your message will fail to make an impact and you will just be yelling into a gale.


That means all of the thousands of brands storytelling efforts were completely forgotten by over four out of five people. You may think your marketing is the best thing in the world, but the reality is pretty much everyone is going to forget it very quickly. To make an impact you have to coordinate messaging. Have you ever wondered why McDonalds are constantly advertising? Everyone knows who McDonalds are. Everyone knows what McDonalds offer and there is one on every street corner. So why do they advertise? Because there is power in reminding consumers about your brand, even if they already know that it exists. And of course, they may want to change perception of it's values and what it offers. This is why consistent messaging across channels is so critical. Without it, your message will fail to make an impact and you will just be yelling into a gale.

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