Today’s consumers no longer chase brands around; instead, they expect a holistic approach to marketing. For businesses, this makes it straightforward to gain consumers’ attention and highlight their products and services. UK companies are increasingly opting for integrated marketing communications to boost brand awareness, customer loyalty and sales.
Integrated Marketing Defined
As an approach, integrated marketing leverages a range of channels, to put forward a brand’s message and tell its story.
For example, it could begin with an ad on TV using an interesting character. Once established, the character can feature on other channels. Examples could be social media, email, out-of-home (OOH) advertising or YouTube, just to name a few. Utilising a range of different platforms boosts brand awareness and recall among the target audience and consumers in general.
Many brands are using integrated marketing communications in the UK to talk to consumers in a more meaningful way. It is a helpful tool for creating strong community engagement and a loyal brand audience.
Integrated marketing communications can also help keep expenses low, which is particularly important for businesses with limited funds. Integrated marketing lets you reuse previously created content and digital assets in a range of formats. An example: you run a video ad, make changes to it and then post it on other platforms, such as TikTok, Instagram or YouTube.
Lastly, with integrated marketing communication you are less dependent on sales teams, PR agencies, and ad firms. Instead, you streamline everything into a single marketing environment (when we do this, we call it the Niftyverse).
The Potential of Marketing on Multiple Channels
Many brands think that integrated marketing does not take more traditional formats into account. Examples include TV and OOH ads. But this is not the case.
Integrated marketing in the UK and elsewhere takes advantage of all available media channels to put forward a brand message. It is important to note that while this method leverages a range of channels to promote a message, it needs to do so in unison with the other channels in question.
Good integrated marketing communication plans use social media, TV, in-store and OOH ads to offer a highly engaging experience. This is known as multichannel marketing. In this approach, branding and storytelling are combined to bring about a rich experience.
Why You Need Integrated Marketing
Business leaders and marketers can gain great value from using this approach. On average consumers need at least 6-8 content interactions with a brand to turn into a sales lead. Advertising on multiple channels with a unified message, can help you gain the awareness you need to increase sales.
Most customers only make a purchase once they have all the information they need about a product or service. To meet this requirement, integrated marketing communications provide consumers with enough information on various channels. This is vital when businesses want to make a high volume of sales and keep their long-standing customers.
If you are looking for integrated marketing in the UK, get in touch with us and let us show you how we can create meaningful customer touch points for your brand.