Integrated Marketing Strategy can make it easy for your consumers to interact and connect with your product & your brand. This is beneficial for consumers to make the right buying decision.

It is a strategy for delivering a unified message across all the marketing channels your brand uses to reach its target audience. This can give consistency wherever customers opt to interact with a company. You may risk delivering mixed messages or communicating in a disconnected voice if you don’t use an integrated marketing strategy.

Digital marketing strategy and traditional marketing strategy together can give you fruitful results. But all you need is good knowledge about the same and expertise to use them both effectively. Let’s learn more about some of the core elements of integrated marketing strategy.

The Core Elements of Integrating Marketing Strategy

CTA

Any successful marketing strategy revolves around the same key elements. CTA is the most important one. CTA is something that you want your customers to do as an effect of the campaign. Thus, you need to determine your end goal for every campaign.

These goals can include things like:

• Increase sales Make a purchase
• Make them download some e-books
• To make customers go and visit your store
• To make them engage and interact with your brand
• Or, just to make them listen to your brand stories.

Once you are clear with the goal, you should optimize the whole campaign around this goal. It makes you create a goal-focused campaign. It will give you better and high-quality results.

It’s significant to be extremely clear with your CTA. Thus consumers will be clear with what you expect them to do.

Check out this blog about the role of digital transformation consulting in shaping business strategy.

Accessibility

Now, you should think about how your consumers can get your product or service. For this, you can find answers to the following questions to have clarity on the same.

• How do consumers access your product or service?
• Should they download it only?
• Should they have to visit the store to view it physically?
• Would you or your team help them by explaining how it works?
• Should they have to subscribe?

Even though it may look obvious, this is the part where many companies go wrong.

As we’re discussing integrated campaigns here, it’s significant to make it clear to your consumers on all of your selected marketing channels.

As ad campaigns are easy to understand, most consumers are attracted to these kinds of campaigns. So you need to make your campaign quite relevant to your targeted audience. It’s essential to sort these out prior to your campaign launch.

Channels for marketing

First, figure out which channels where your audiences are mostly present and interact with. You need to select the marketing channel according to the audience. As different audience groups mostly use different channels as per their interest. You can make use of any parameters that are relevant to your product for identifying the channel.

Ideally, your campaign should center around your marketing channel, and this is something you should consider well.

Each channel should have a certain purpose. Like, when you’re using billboards to display your ad near a highway, then most people see this while driving or being driven to someplace. Mostly, many might not check out your product instantly, and they may probably check it out after they reach home or wherever they’re going.

So, grabbing attention is the purpose behind the billboard ad. It is mostly used for generating brand awareness.

This may be aiming to inform the public about your offer, and then when they log in to their social media profiles, they’ll get to see the same offer. This will have a proper CTA and a working link that would redirect them to a specially designed landing page.

Thus, both these channels can do wonders together and help in getting that consumer to convert.

Identify your target audience

Consumers are key to any business. Everything depends on your target audience group. You need to figure out basic information regarding your niche audience.

For this, you can first find out answers to the following questions:

• What do they do?
• Where do they live?
• How old are they?
• How much do they earn?
• Are they educated?
• What are their preferences?
• What devices do they use?
• How do they access content?
• Are they tech-savvy?

Answering the above questions will help you craft a proper integrated marketing strategy.

Buyer Persona

Once you understand your audience, you can go ahead to create buyer personas. This is a significant part of creating a successful marketing strategy. Ideal buyer personas will help you in designing targeted strategies that are works towards particular sets of audiences. The main concept is to target that one ideal consumer persona.

It can help you attract your niche audience related to that persona and sometimes even an audience outside the niche.

As you are clear with your ideal buyer personas, you can go forward with designing the strategy to get these ideal clients across various platforms

How will your strategy work on various platforms?

Every platform will possess its own strengths and weaknesses. For example, newspapers will provide you with very limited authority over targeting. As different people will choose different newspapers. But still, you can target specific geographic locations. However, anyone can pick up a newspaper and view your ad.

You will also have less control over interest-based targeting. Even TV won’t give you much control over the audience.

Moreover, both print media and TV can be quite expensive.

But they are good at generating mass awareness. You can reach a much wider audience across the country. Thus you should consider this while building your integrated marketing strategy. You can create a better integrated digital marketing communication strategy with this 7-step guide by Forbes.

Make sure to keep your strategy flexible, adaptive & evolving as the market is constantly changing. Thus your strategy must be able to change, grow and evolve to adapt to new trends in the market.

To Wind Up

So that’s all about some key elements of creating an ideal integrated marketing strategy. If you want to create one for your business get in touch with Bridge Global. We can provide you with the ideal Digital Marketing services and digital marketing tips to make your online presence better and more efficient.