An integrated – or omnichannel – marketing campaign offers the most effective way to achieve both imperatives.
Let’s take a look at some of the clear benefits of integrated marketing for your company and customers.
In marketing, trust is everything. After all, 83% of customers would recommend a company they trust to others.
How is trust built? Through consistent reliability and reliable consistency. In other words, by giving your audience what they want, when they want it. With the average attention span now shorter than a goldfish and consumers exposed to 5,000 marketing messages every day, a trusted brand with a cohesive offering is a reassuring encounter in a sea of fragmented marketing clutter.
Achieving brand recognition is a natural by-product of placing brand identity at the centre of your campaign.
The experiential nature of integrated marketing – sending messages that convey feelings rather than push products – drives brand recognition organically. 64% of people cite ‘shared values’ as the main reason they have a relationship with a brand, recalling John Lewis not for their range of garden furniture, but for the way they make them feel at Christmas.
A scattergun approach is the enemy of cohesive marketing, but without an omnichannel plan is an easy trap to fall into. Planning an integrated campaign from the outset will ensure your message is focused on all fronts.
Focus comes from within. When internal stakeholders understand the overarching strategy, productivity has been shown to spike. Retailers who implement an omnichannel approach to marketing, for example, see improved employee engagement.
Integrated marketing ensures all members of a marketing team focus on one common goal. When this happens, this cohesive approach is projected to the outside world.
Integrated marketing naturally favours a lean approach to working: when everyone from your social media coordinator to your SEO whizz is focused on the same end-goal, the staffing cost of duplicated efforts across multiple campaigns is reduced.
Transactional costs are minimized too. When you standardize branding and promotional collateral, design and print costs benefit from scalability.
Case studies reveal that integrated customer journeys provide a competitive advantage – in some cases doubling sales year on year.
Why? In part, because customers respond – and crucially are driven to action by – familiarity. Conversely, the opportunity-cost of not taking an omnichannel approach to marketing is a 10% dip in revenue. Having an integrated marketing campaign that ensures customers receive the same brand message wherever, whenever, means they are statistically more likely to follow your call-to-action.
Convinced your business needs an integrated strategy? Find out how to plan your approach and set your budget with our deep-dive B2B guide, here.
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