Integrated Marketing Strategy – Aligning Objectives to Gain Customers

Integrated marketing describes a never-ending cycle that yields opportunities for businesses to continuously improve. It is all efforts to unify the consumer facing facets of marketing with a centralized message to suit a singular goal.

Differing slightly from the original definition introduced in the 1980’s, today’s version of integrated marketing is less myopic and more focused on the end user. It requires coordination, internal optimization, detailed customer service, and responsiveness to customer feedback for success.

Embracing Customer Centricity

Without a goal it can be difficult to progress in a unified direction. Customer centricity gives a company metrics to measure success, not only in marketing strategy, but brand building and messaging as well. If done right, this will amplify brand recall and identification. Focusing outwardly on the customer instead of inwardly on the company requires a change of perspective. Instead of utilizing the 4 P’s (product, price, placement, and promotion), a transition must be made to the 4 C’s:

Customer – how can you fulfill the needs and wants of your target audience?
Cost – what expenditures are required of your customer (time, energy, emotion, attention, ect.)?
Convenience – where are the customers? How can you utilize their preferred channels and purchasing habits? (For more information on consumer targeting, click here.)
Communication – how can you engage your customer to participate?

Brand Communication is King

Campaigns are becoming progressively personalized with multiple, specialized media platforms. As social media allows organizations to start a conversation, the communication must be consistent to reap brand-building benefits. Customers are looking for a personified brand that is willing to speak WITH them, not AT them.

Real World Integrated Marketing Success

Texas-based Southwest Airlines is associated with high-level costumer service. Owning that title is the result of optimized integrated marketing. A metric system helped improve two-way dialog with their customers, allowing Southwest to respond by optimizing their marketing mix to meet expressed needs. Offering flexible ticket pricing, early flight check-in, free baggage travel, and friendly staff is evidence that Southwest is a customer-service-centric company, with every department is striving towards that main principal.

If you are looking to transition into an integrated marketing strategy and need guidance, give us a call. Screamer Co. offers expert consultation services to help your company get on track and realize its full potential.

Sources:

http://www.integratedbrands.org/brands/?set_order=recent
http://www.forbes.com/sites/steveolenski/2013/09/16/why-integrated-marketing-communications-is-more-important-than-ever/
https://www.linkedin.com/today/post/article/20131007140900-17102372-what-integrated-marketing-really-means

Recent Posts