What is an integrated marketing approach?
An integrated approach in marketing means that you are looking at various promotional activities and unifying them so that you achieve greater results with your available resources.
In order to achieve this, marketers look at the overall business goals and design a number of activities to run concurrent to each other. When doing this, it is extremely important to make sure that all the activities are linked to one another from a communications (brand and promotions) and customer response point of view.
Why is an integrated approach important:
- It allows you to maximize your resources.
- It allows you to tackle your overall business development goals with a clear strategy.
- It maximizes results, as all activities feed off each other.
- It allows businesses to reach a larger portion of their target audience as efforts are implemented through different channels.
Misconceptions surrounding an integrated campaign:
“I am a small business. It doesn’t apply to me.”
An integrated approach is not only reserved for big companies. Furthermore, it helps small and medium-sized businesses tremendously because it allows them to maximize resources.
“I don’t need to combine activities. I just run different ones.”
While running multiple campaigns might yield benefits, always make sure that they are branded as one and share the same objective. Your message and strategy should always be unified.
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