By Todd Alvested in Media Strategy on December 11th, 2012
Integrated Marketing is a popular buzzword (or phrase) in the advertising industry these days. BusinessDictionary.com defines integrated marketing as: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Integration is also often referenced specific to an advertiser’s media mix in the term “Integrated Media”.
It used to be that each media was planned and bought separately, each with their own budgets, goals, objectives, media planning/buying teams and even measurements.
But why is integrated media so important? Well, let’s take a look at five of the top reasons you should integrate your media:
1. Multiple touchpoints
Your customers are exposed to, and are consuming, multiple forms of media each day; often at the same time. It’s more important than ever to take advantage of this cross-channel usage and make your media work together cohesively instead of in siloes. This has become so important in recent years that some companies have started offering “cross-channel tracking” to better report on, and understand this phenomenon.
2. Impact of one media on the performance of another
A recent Harris Interactive survey shows that over 70% of U.S. tablet owners age 18-44 use their tablet to get more info when they see a product of interest on TV. Therefore, TV spots can have an impact on the performance of online campaigns.
Brands that are implementing successful integrated marketing campaigns are doing things like airing a provocative or funny commercial to pique your interest in the brand, then doing a great job of selling the product/service once you search for them online.
3. Improved measurement and reporting
By integrating your media strategies and understanding how each media impacts another, you can go beyond the obvious and glean additional insights from your reporting. Perhaps after cancelling schedules on an under-performing cable network your PPC conversions have decreased. Or possibly your online brand impressions are at their peak when you are also running radio and outdoor schedules.
For online retailors this can be done easier than ever by utilizing promotional codes in advertising that can be entered by the consumer upon checkout. The promotional codes are unique to the source of advertising and give credit where it is due.
An integrated media campaign allows you to test various media to determine the optimal media mix and budget allocation. It also allows sharing of creative testing data. Marketing messages can generally be tested much quicker via online marketing. Why not utilize the testing data from online creative to release higher-converting offline creative?
5. Brand cohesiveness
Not only can you improve performance of your various campaigns by engaging in integrated marketing, you can also improve awareness and perception of your brand. This can be by utilizing a common message or theme throughout your campaigns. Also through continuing to get your ads in front of your potential customer, regardless of the form of media they are consuming. Only by having your marketing teams work together can you truly reap the benefits of integrated marketing.