What should we be doing? How can we get more exposure? How can we generate more foot traffic? What is my ROI?
These are all questions current and prospective clients – from Fortune 500 Companies and international businesses to small business owners and entrepreneurs – ask when determining the most effective marketing plans with the highest returns.
What is an integrated marketing plan?
Very seldom does one tactic alone generate the desired results. That’s why many companies rely on integrated marketing campaigns to inform their efforts, generate leads, achieve short- and long-term marketing goals, and create growth.
From brand development and the identification of online hubs, to search engine optimization, digital marketing, graphic design, public relations, social media and content development, integrated marketing campaigns allow you to identify target audiences and the channels by which to engage with them, yielding measurable results that can turn marketing budgets into investments.
Five Tips for Integrated Marketing Success in 2016
With a New Year underway, the M studio integrated marketing team is offering 5 must-know tips to guide growth in 2016.
Who is your audience? Where do they get information? What content do they respond to? Before sending an email blast, writing a blog post, or placing a print advertisement, smart marketers ask these questions and develop strategies. An integrated plan creates the opportunity for a brand to generate assets, such as written content, photos, videos, and infographics, specific to that brand’s target market. By identifying their audiences and continually monitoring engagement cross-platform, brands can update these marketing efforts with diverse, omni-channel content that evolves with audience acquisition.
Consumers engage with brands in a multitude of ways. Branding systems that are cohesive across multiple channels allow companies to execute campaigns in an efficient, easily identifiable way. Marketing efforts become amplified when branded content can be distributed omni-channel, as doing so presents more opportunities for audiences to experience the brand in various formats. It’s not enough to slap a logo on everything and call it day. The identity of a business or entity must be vast to exist on today’s ever-evolving marketing platforms.
An estimated 65 percent of the population are visual learners. Creating visual content – including graphics, animations, photos and videos – makes it easy for audiences to experience your brand, retain the information, and share your message. As on-screen viewing continues to increase, brands must take advantage of technology to craft compelling brand stories quickly and effectively.
What are people searching for, and how can your brand be there when they find it? This is key for developing initiatives around an integrated marketing plan. Determine the hubs to which you will direct traffic, and develop strategies and content that will engage your audience. An online hub can be a blog, custom landing page for webinars and end-user interaction, or both public and private social networks and groups.
Once a branded content calendar is developed and strategies are determined, identifying the distribution channels is critical. A distribution channel can be a social media platform, email marketing campaign, public relations strategy, newsletter, video, look-book or third-party resource like the content discovery platform, Outbrain. Brands must consider the best platforms and strategies to engage with their target markets and then disseminate information based on this analysis.
Smart marketers know their audiences, develop flexible branding systems, generate libraries of diverse content, create hubs and oversee content distribution channels. By doing so, they create measurable plans of action that can evolve with and adapt to a brand’s long-term goals.