How integrated marketing can save your budget and time?
Your organization has separate PR, Marketing, Advertising and Sales strategies in place. It has employed separate agencies/freelancers for web-design, social networking needs, ad-campaigns, sales and PR. The problem arises when all of them work in a vacuum, i.e. they are not interchanging ideas. This means you have a number of corporate spokespeople, but maybe only a few agree to a unified game-plan. This situation gives rise to miscommunication and inconsistent branding to your target customer.
Enter Integrated Marketing. Integrated Marketing is the alignment of the marketing, PR and sales strategy of a company into a unified effort so that every dept profits in turn. The brand grows stronger.
How to do Integrated Marketing?
• USP:
Analyze your brand and determine a unique selling message that beats your rivals as well as give value to the public.
• Unified Message with feedback:
Whenever you decide on an Integrated Marketing Communication strategy for your organization, convey a unified message across all channels with feedback; if possible, live.
• Embody the tone and message:
Train all of the people in the organization with any degree of customer contact to embody the tone and message of the brand. Keep them current on all promotions and marketing efforts.
•Promotion should look same across all channels:
Ensure that your branding looks the same across all marketing channels, with the same logo, color combo and emotional impact.
This includes everything from your brand merchandise to FB fan page.
• Website’s Homepage:
It is extremely important that your website’s home page perfectly matches the theme of your advertising and marketing campaigns.
• Employ the unique advantages for each media
Use each marketing medium for its unique strengths. Your campaign should combine the widespread reach of traditional media with the latest online sites.
Integrated Marketing Communication is a process that involves creativity, vision and an ability to communicate with all the departments to manage them. With the emergence of integrated communications approach, these divisions have integrated their approach to amplify the combined effect on the sales and brand-building. A balance of all 3 can help drive success to a company.
Genesis Burston-Marsteller is a leading Public Relations Organization with a vast experience of handling public relations for some India’s largest conglomerates.
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