Why integrating your marketing campaign is so important

The simple fact is that an integrated marketing communications campaign reaches each customer segment through different marketing channels at the same time.

An integrated marketing communications campaign represents a wholistic approach to marketing which is a good mix of traditional and non-traditional methods that feeds into and fuels the campaign. 

When marketing tools such as social media, digital media, trade and sales promotions and advertising (i.e. print, electronic & online) etc., is integrated, businesses improve their chances of achieving better results from their marketing activities.

  

Here are three benefits to using an integrated marketing approach to your small business:

1.       It reaches all customer sub-groups – Each channel that is used in the campaign extends its life and touches all sub-segments in the overall customer segment.  It is a fact that there are customer sub-groups that only receive information from one or a group of sources over another.  Utilizing myriad marketing channels (budget allowing) helps to reach the entire group and pulls the campaign together.

2.       It improves customer recall – Formal and informal surveys have proven repeatedly that the customer does not hear, see or feel a business’s messages the first time.  It usually takes up to fifteen runs on radio for the first commercial to be heard.  When the marketing campaign is integrated, repetition is high; something that is slightly heard or seen is reinforced when it is repeated either in print, online or electronically.  And when the campaign ‘comes to life’ for the customer… the experience is even more improved.

3.       You can track every marketing dollar and determine its effectiveness – As small and start-up business owners, the marketing budget is usually limited therefore care must be taken when funds are being dedicated to marketing.  The campaign must therefore provide a clear path to the customer.  Integrating your marketing programme makes it easier to track results and on each channel.  The results help businesses to determine which channel is more effective and where the money is best spent.