In today’s advertising environment, telling your brand’s story through an integrated marketing campaign is pretty much
essential. You’ve probably noticed integrated marketing campaigns as you make your way through the world, which is a good sign they’re working. But why are they so important?
A good integrated marketing campaign is more than just a cross-channel approach to advertising. It takes things to the next level by increasing coordination between your outreach channels, with the ultimate goal of driving volume and making a mark.
The Basic Benefits
Integrated marketing campaigns are a critical investment nowadays for a number of reasons. For starters, they can help brands out by boosting a few conventional values:
Clarity. A marketing campaign designed with integration in mind presents a continuous narrative to consumers and cuts down on dissonance. In other words, it’s more likely your message will get across.
Consistency. Consistency in advertising is key. Syncing up your messaging, whether that means a Facebook ad or a commercial on a streaming service — can help build consumer trust in your brand.
Cost-saving. An integrated campaign means you won’t spend extra money designing unique images or writing standalone copy for different forms of media. Put simply, production costs can drop dramatically.
A Contemporary Approach
Beyond the basic benefits, integrated marketing campaigns are uniquely designed to confront a number of problems advertisers face today. With an integrated approach, you’ll be able to:
Make an impression. An integrated marketing campaign aims to increase touchpoints, which can help counteract contemporary consumers’ shorter attention spans. In other words, the more often you see a distinctive ad, the more likely you are to remember it, and even investigate it.
Set your brand apart. If there’s one word that encapsulates the contemporary advertising market, it’s crowded. IMCs can help brands cut through the noise and find the right niche for their advertising, which will only make it more valuable.
Reach consumers where they are. Naturally, an IMC will tend to reach more consumers, but an added bonus is that you’re more likely to be reaching specific demographics exactly where they spend most of their time — whether that’s browning Instagram, or listening to the latest installment of their favorite podcast.
Finally, don’t forget about the financial benefits! Saving a few bucks on production costs or increasing customer loyalty are obviously great benefits, but they’ll also contribute to your main goal of driving growth and boosting your company’s revenue. Why not invest in an integrated marketing campaign today?