The Integrated Message: Keep It Cohesive and Consistent
Running an integrated marketing program mixing offline and online elements does involve more of an investment of resources than focusing solely on one side or the other. The overall results of an integrated campaign, however, will be far better thanks to the building of brand awareness among your target audience as well as the added marketing impact that results when online and offline marketing elements are effectively combined.
Vital to any effective integrated program are the cohesiveness between the marketing messages being delivered and the understanding that marketing is fundamentally a conversation between a brand and its prospective customer. It is not one specific marketing campaign or press release. Rather, it is how the blending and execution of such disciplines convey a message in a synergistic manner at every possible customer touch point. It is important for any brand to ensure that it does everything possible to reach consumers with this message at the precise moment when they are the most interested in the brand’s value proposition. This requires the integrated campaign’s messaging to always be wherever these consumers are looking. (more…)