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Marketing music to your ears: a guide to integrated marketing

2 October 2018

Just as an orchestra is made up of different sections all following the same piece of music, each element of your marketing should work together in harmony and follow a clear strategy.

Your brand touches everything you do and say as an organisation: it is the impression that you, your products, adverts, website, tweets and staff leave on others – and the number of ways your marketing messages can reach your target audiences is greater than ever. As a result, audiences (and, arguably, their attention spans) are becoming increasingly fragmented. The challenge is providing consistent, coordinated messages across your marketing channels, so ensuring they are all singing from the same hymn-sheet.

Technological advances have changed how customers and businesses interact, so integration has become increasingly important in marketing as a result. When someone reads about your business as a result of your PR or marketing activity, they have plenty of options to find out more about you: whether they head to your website or follow you on Twitter. Whichever step they choose, the brand’s messages need to be seamless across its platforms.

Consistency is key in making sure that consumers understand your product, your company and how you can help them. It ensures the most effective use of your marketing budget too, since your investment is going on communicating the same message, not in creating confusion in the minds of your audience with different, and potentially conflicting, messages.

Successful integrated marketing relies on having a clear strategy and a compelling brand identity. Time and effort is required to roll it into every aspect of your business – not just the obvious ones like marketing and sales activity, but right through to customer service and the way staff are trained.  Your marketing activity should deliver a consistent message as a result of every element working together to create a positive perception of your company and build a powerful and credible brand.

One way to help ensure your marketing is integrated is to map the range of channels and locations where your customers could come into contact with your brand. A communications audit can help with this – as well as helping to understand how effective your communications are and what the current perceptions of your business are among a sample of your customers, suppliers, employees and partners. Although businesses (and audiences) are not static, and neither should your brand be. Regularly review your marketing strategy to assess what’s working well and what needs to be refined.

To get your marketing strategy hitting the right note, take our free Snapshot360 test HERE. This will provide you with an insight in to how your current marketing is performing and what is working and what is not. Whether you want to increase your profile, improve communication with customers or gain a better understanding of your competitors, combining a strategic approach with creative thinking we will provide recommendations and ideas that will make your business stand out.

One way to help ensure your marketing is integrated is to map the range of channels and locations where your customers could come into contact with your brand. A communications audit can help with this – as well as helping to understand how effective your communications are and what the current perceptions of your business are among a sample of your customers, suppliers, employees and partners. Although businesses (and audiences) are not static, and neither should your brand be. Regularly review your marketing strategy to assess what’s working well and what needs to be refined.

integrated marketing

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