The holiday season is upon us. And with this joyful time of year comes the perfect opportunity to analyze your business’s marketing goals. Most business owners have a general idea of what they hope to accomplish, such as increasing sales or expanding into a new territory. Unfortunately, though, many take the wrong approach by treating their marketing tactics independently from each other. You can give your business a head start in 2019 by taking a page from Santa’s playbook and integrating your marketing efforts.
Integrated Marketing: The Basics
Integrated marketing isn’t just a buzzword that’s tossed around in the business and marketing communities. It’s a key concept that’s helped countless businesses succeed. Integrated marketing involves unifying all aspects of your business’s marketing efforts to create a seamless, familiar experience for your target audience. According to Salesforce, it takes an average of six to eight communications between a business and a user to acquire that user as a lead. Without an integrated marketing strategy, prospects will encounter different experiences when communicating with your business on different mediums. This dilutes your business’s brand while discouraging prospects from purchasing your products or services or otherwise taking action.
Basically, integrated marketing seeks to unify communications between your business and its target audience by creating a similar experience across all channels, including:
- Social media
- Public relations (PR)
- And more…
You can compare integrated marketing to the way in which Santa’s helpers operate. While obviously fictional, Santa’s elves provide the same, familiar experience to children throughout the years and across generations. They build toys, package them in attractive wrapping paper, and deliver them under the Christmas tree on Dec. 25 each year.
Integrating Marketing Streamlines Operations
Using an integrated marketing strategy can streamline your business’s operations. Rather than creating a different, unique experience for each marketing channel or “touch point,” you develop a consistent experience across all channels. It’s easier and quicker to duplicate experiences across all your marketing channels rather than creating different experiences. There are even solutions, such as customer relationship management (CRM) software, that can further assist in streamlining your business’s operations with integrated marketing.
Consumers Prefer Integrating Marketing
In addition to streamlining your business’s operations, integrating marketing can also improve the way in which prospects perceive your business. According to one study, more than seven in 10 consumers (72%) prefer an integrated marketing experience over a traditional, non-unified marketing experience. It provides consumers with a familiar experience so that they can engage more naturally with businesses.
Don’t limit your business’s integrated marketing strategy strictly to the holidays. Make it a core component of your business’s year-round operations to reap these benefits.