Share This Article
Integrated marketing: the key components of the strategy
Today’s world is fast-paced. Customer needs are growing, and the market does not always have time to fully meet them, resulting in increased competition. Companies are forced to adopt different approaches to retain and attract consumers, and integrated marketing shows good results in this case. It is the use of several channels to broadcast the same message about the company or product.
Applying several ways of promotion can greatly increase the effectiveness of the work on the recognition of the product, service or business as a whole. Each mention in the media or on the Internet is designed to reinforce the benefits of the product in the minds of the target audience and call for action.
Channels in integrated marketing are used in a variety of ways, both traditional and new. The former include print ads in periodicals, on billboards or in public transport. Promotion on radio and television is also used. To the new technologies belong Internet advertisement, mailing via email, promotion in social networks. In addition, this includes advertising in podcasts and messengers. In addition to these channels, a significant role in the integrated strategy is played by sponsorship and various events to present the company and the product.
An important factor in the success of this approach is a harmonious combination of channels. The choice of the latter should be dictated by the target audience, how close this option of receiving information is to it. For this purpose, marketers analyze different channels and then select those that reach the largest number of consumers in a particular target audience.
The key point after selecting the methods of promotion is the sequence of broadcast messages. This way it is possible to avoid dilution of information about the brand, which entails the loss of potential customers. To increase recognition, it is necessary to use the same logo in all variants of promotion.
Creation of a well-thought-out integrated marketing strategy is relevant for companies from various sectors, including IT. In this case, specialists work in several directions, promoting a product as well as forming a positive image of the company. Therefore, the promotion should be approached comprehensively, analyzing demand and supply, as well as market prospects. In addition, it is necessary to determine the importance and usefulness of the product and already during the promotion to focus on these benefits.
The effectiveness of the integrated approach can only be tested in one way – in practice. If the efforts have not brought the expected result, then you need to look for mistakes, use new channels and improve the message to the target audience. In any case, with a properly developed strategy, success can be achieved.