The greatest brands are the most memorable. They use a mixture of channels to communicate and reach the right audience. In other words, they use integrated marketing.
Integrated marketing isn’t simply pushing the same message through different platforms. It’s adapting to each channel to make sure the message fits the context. Integrated marketing takes your campaigns to the next level, builds brand loyalty and delivers on ROI.
Learn about the benefits of integrated marketing
Move customers through their buying journey
See better conversions by engaging at the right time
Build long-term loyalty
Consistent branding creates a bond with your customers
Boost brand awareness
Reach more people by using the right channels
Focus your budget by targeting people at the right time
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The power of integration: how to make your brand memorable
- The first step is mapping out your customers’ journey. This involves pinpointing the stages they go through before, during and after making a purchase.
- Invest in building brand loyalty. This means laying out your values, including the look, feel and tone of your brand. Retaining customers is just as important or getting new ones. Think about your visual assets and how they can be used in different types of media to build your brand over time.
- Use multiple channels for your campaign, but make sure you tailor your message to both the channel and the point the audience is at in the customer journey.Create awareness with some campaigns (e.g. an eye-catching billboard or a compelling video campaign) and remind customers with others (e.g. targeted ads on social media).For example, a television advert is generally designed to drive sales, so the message must angle towards converting a customer in a short period of time. Sponsorship and influencer marketing, however, is a softer sell and creates brand awareness and association. With consistent branding and visuals, the two are complementary marketing efforts.