Modern marketing is all about thinking one step ahead, and only those who embrace the importance of integrated marketing strategies will ensure their success in this constantly changing economy.
All too often, businesses focus all their efforts into one channel of marketing with little regard for the underlying strategic foundation that is needed to make it work.
Companies who have not embraced the concept of a marketing strategy are generally less successful because they have not conducted research on their target audience, have little or no metrics in place to measure the success of their marketing efforts, lack a consistent message and have not aligned their marketing plans with their business objectives.
On the other side of the spectrum, some of the biggest brands that we know and love today (think Nike and Coca-Cola) have gotten there because they have implemented strategic communication messages across all available media channels, integrating both outbound and inbound marketing methods.
By doing this, they are essentially creating a continuous brand experience that consumers are more willing to engage with.
According to research, 66% of consumers indicate that consistent and relevant communication is a key influence in choosing a service provider and companies that implement integrated marketing achieve on average a 50% higher ROI. This just goes to show how significant multi-channel marketing strategies have become for brands.
Ultimately, the core purpose of marketing is to generate revenue, increase market share and build brand awareness. To do this, marketers need to start embracing a strategic marketing approach by utilising PR, advertising, online, direct and other communication elements to convey a consistent message synergistically.
Only then can they truly achieve business success.
Marketing Fanatics exists to delve into the needs of our clients and their consumers, and develop and implement relevant, creative marketing strategies and tactics that make a noticeable difference in their businesses. We are a talent hub, where the best marketing and creative skills are meshed into impactful deliverables. For more, go to www.marketingfanatics.co.za or follow us on Twitter for more marketing tips @m_fanatics
