If you had to sum up the overall goal of your marketing campaign in a single word, that word would undoubtedly be “branding.” Yes, you want to get the word out about your products and services. But you also need to get people to feel a real, tangible, intimate connection with the company BEHIND those offerings.
To that end, integrated marketing is a perfect chance to build both brand value and customer loyalty in a number of different ways, all of which are worth exploring.
What is Integrated Marketing? Breaking Things Down
At its core, the idea behind integrated marketing (also commonly called cross-platform marketing) is clear: you’re attempting to meld all aspects of your marketing together into a single cohesive message and experience, regardless of the channel you happen to be talking about in the moment.
This means that every piece of collateral you send – from flyers to plastic postcards to even digital advertising materials – all need to feel like they’re coming from the same basic place. Everything needs to feel like it’s coming from the same business so that people will have a solid idea of A) what to expect if they choose to do business with you, B) what your business does, and C) why it matters so much to their lives.
When customers know as much as possible about your brand and that experience is consistent, they’re far more likely to trust it in return. At that point, they go looking for more information about your products and services – thus building up a high degree of brand equity as well.
Soon, a sense of brand familiarity begins to set in. Once people are comfortable with your brand, they’re far more likely to make a purchase. Once that purchase is successful, they’re more likely to go looking for related products and services they might enjoy. Thus, one purchase becomes two, three or even four before you know it – and a loyal army of repeat customers is born.
But none of this is possible if all of your collateral feels like it isn’t coming from the same original place, which is ultimately what integrated marketing is all about.
If you’d like to find out more information about how to best leverage cross-platform marketing to build both brand value and customer loyalty, or if you have any additional questions that you’d like to see answered, please don’t delay – contact us today.
