Marketing, just like any other concept in this world, evolves. It has come a long way from being a way to increase brand retention and sell products. In this day and age, marketing takes on a different meaning. Depending on the purposes and objectives of your business, marketing refers to activities that engage customers while ensuring that they will use your products or services. It is an activity to build a lasting relationship with your customers, meaning you will have to invest in reputation management methods.
Gone are the days when marketing channels were limited to tri-media (TV, print, and radio). Marketers and advertising agencies have devised a lot of ways to convey messages to the target market. Other than TV, print, and radio, there are digital aspects (from social media ads to banner ads), brand activations, and direct marketing. Harnessing the capabilities of these channels means that you are implementing an integrated marketing campaign. And it is beneficial because it increases the odds of your success by tapping the consumers through the channels they use. Here are some of the pointers that you need to keep in mind:
Make the message and look consistent.
You are using a variety of channels. And just because you have different channels at your disposal does not mean that the messaging and look for each will vary. The message should be consistent across media, including the aesthetics. That way, your campaign will be single-minded, and customers will be reminded of your message regardless of the channel that you use. It is essential that you have a big idea or a theme.
Use experiential marketing tactics.
Advertising is not what it used to be. It has graduated from being a one-way communication. The democratization of the Internet and the availability of platforms for customers have made it possible for people to interact with your marketing and advertising materials. And this is something that you might want to take advantage of. You can find a platform where participating consumers can experience what your brand has to offer.
Work with the right partners.
You have objectives, but they might not come to life if you do not pick the right partners. This is why you need the help of a creative agency, a media agency, and a company specializing in direct marketing in London. Make sure that their credentials and philosophy are in line with your branding mission. That way, you know that you can collaborate with them easily.
Know your metrics.
You are still doing business. This means that you have to measure the success of your integrated marketing campaign. That is something that you can easily do when you have set up and identify the metrics and parameters.
In the end, remember that using integrated marketing communication campaigns will not only help you increase your sales and product usage. It will also help you build brand affinity, especially if you are aiming to make your brand recognizable and trusted. Seek professional help if you feel uncertain.