Santosh Kondepudi
Published on
06 January 2018
What do you mean by Integrated marketing approach?

Before dwelling into the topic, I would like to ask you a simple question, Why you need marketing? Well many of you may answer we need marketing to promote our product/service, to build awareness, for generating leads, subscribers etc. are some of the common answers we hear from many of you. But in this article we are exploring an integrated marketing approach for a service/product so that the brand message we are trying to communicate to may it be a B2B or B2C communication to its customers.

The message needs to be clear and consistent across all communication channels identified for the product or service the company wants to share to its target audience. It is very important to have brand message uniform across all channels of choice to be credible. Integrated communication consists of these following components

  • Social media
  • SEO & Content Marketing
  • PPC
  • Email and Analytics

For brands it becomes critical in marketing success, and the message needs to be consistent and clear. The goals of having an integrated marketing approach should be

  • Sales and ROI
  • Leads and Subscriptions
  • Brand Awareness
  • Brand Interactions and Consumer Recall at POS

To achieve success, we need to understand and identity which channel suits best for the industry and where our customers are in the market place. It becomes crucial to drive traffic to website, encourage CTA and enhances visibility of our products and services. Four most critical steps to follow in IMC

  • Develop a clear Narrative
  • Develop interactions
  • Mediums which are effective to communicate
  • Develop and Deliver a clear and unique message

Always remember to create a story around your brand as people will love to hear stories and not simply a sales pitch.

Conclusion: Remember, to be successful you need to be consistent with your message. Plan and execute. Have the right strategy in place and gain consumer loyalty.

Hope this helps.