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Integrated Marketing: One Message, Many Channels

As you go about your day, you’re most likely bombarded with advertisements trying to convince you to purchase a product or service. Ads are everywhere — on social media, TV, Google, and billboards; in magazines and newspapers; and even when we shop and check our email.

It’s exhausting. With so much coming at the average consumer, how do we get the attention of our customers and, better yet, gain new ones?

The answer may be integrated marketing – delivering one message (with the same feel, look, and theme) across many channels, such as social media, TV, print, and email.

Consider the candy conglomerate Mars, Inc., for example. It advertises its Snickers chocolate bar through TV commercials, social media, in print, and even on the packaging of the product itself. If you look closely, you’ll notice every advertisement has the same message: “You’re Not You When You’re Hungry.” One message, many channels.

Integrated marketing has two main advantages for your business:

It drives good results.

Well-executed integrated marketing leads the customer to purchase the product or service. Research shows the more unified your company’s message is across all platforms, the more motivated your audience becomes. Your different channels (social media, email, Google ads, etc.) — using the same content — all work together to convince the consumer that your product or service is a must-buy.

In addition, the more platforms you are on, the more customers see your product or service. For example, younger audiences might be more likely to see your message on social media, while older audiences might notice your product in a magazine/newspaper or a TV commercial. By using multiple channels, you’re able to get in front of both groups of consumers.

It increases brand awareness and loyalty.

Repetition is key when it comes to integrated marketing. When your communication is consistent with headlines, graphics, and key phrases, the more it reinforces your brand in your audience’s head. Your customers get a focused, deliberate experience when interacting with your organization, which helps you build trust. Lastly, you gain loyalty when you appear in multiple places to consumers; the more they can interact with your brand, the more likely they are to purchase from you.

Not sure where to start? RSPR can help your organization with message development, promoting your product/service on different platforms, and forming marketing plans to manage it all. Contact us today to get started.