Wednesday, August 9, 2017

Getting It Right: Integrated Marketing 2017

In July 2015, we ran this blog about integrated marketing—and now, two years later, the argument for integrating multiple channels as part of a strategic marketing effort still rings strikingly true. As digital media channels continue to become more pervasive, we need to incorporate those touches along with off-line connections, to make solid, memorable brand connections. 
The debate has been raging since the rise of digital media: Which is more effective? Print or electronic? If you want people to understand and retain information, studies consistently show that it’s print. Yet on the other side of the aisle, some e-marketers argue that print is dead. The truth is, in this digital age, there’s room for both in your marketing tool chest.

It’s no different than 20 years ago when we began to use new print applications. Today, we have more channels available, both online and offline. The genius is being able to blend the best of both via an integrated marketing effort.

Print and electronic marketing are not mutually exclusive—each channel has its strengths and limitations. And using them together actually strengthens your brand. Having a consistent, impactful message woven together using different channels (social media, direct mail, promotional products, pay-per-click, etc.) you can ensure that your brand is represented consistently while leveraging the impact of the cross-channel reach.

Using a mix of online and offline channels also allows you to re-connect with your audience throughout a campaign to reinforce your brand message, drive relevancy and prompt action. You might tweet about a new promotion, send an email blast and follow up with a postcard. And because each of these channels can be used to connect with a specific audience segment your message can be tailored just for them. That’s the power of integrated marketing.

An article in Entrepreneur magazine touts the benefits of integrating print and digital touches in your marketing strategy. It notes that print communications can actually leverage your ecommerce site and even strengthen your social media presence. Print engages multiple generations of consumers; can be used to drive social media traffic (via printed calls-to-action on postcards or print ads, for example); and extends your brand reach by sharing your reviews and information offline.

There’s no time like the present to evaluate your marketing effort. Whether you’re operating as a brick-and-mortar business or an online service provider, balance is essential. Print has a tangible, enduring appeal that complements modern digital channels. Using both will get results.

As an instant update to this archived blog, check out the link below: This recent article from Small Business Trends offers 10 great examples of integrated marketing campaigns that work by combining content with PR, print with digital, etc. It’s worth your time to click through.

Do you have any campaign examples you’d add to that list? I’d like to hear from you.

All the best,
Tim Connor

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