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To gain the best results from integrated marketing communications needs a deep understanding of the multiple touchpoints that a brand has with its prospects and customers on its own sites, partner sites digital, and traditional media.
To fully join up your marketing communications, you will want to consider the focus of your marketing strategy – do marketing activities happen independently, or within a sales funnel, or are they integrated with a structure focused around your customers’ omnichannel experiences?
Use the RACE Framework to break this down further, what are the key messages and platforms at each stage of your customers’ journeys? Which marketing activities are most efficient at meeting your objectives, what can scale up or down?
Integrated marketing is all about asking these bigger picture questions, and using these insights to plan integrated marketing communications. Our marketing lifecycle model will help you map out your own marketing strategy across reach, act, convert, and engage.
Whether you’re looking to audit your marketing communications, optimize your communications planning, or just need some help prioritizing communications channels, I recommend booking a free 1-2-1 consultation call with the team.
Our consultation calls are designed to put you in the driver’s seat and talk through your opportunities using the RACE Framework, so you can make an informed decision about the best strategy for your business. Book your call to find out more.
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In marketing, it’s common to say that effective communication is about delivering the right message to the right audience at the right time. That’s true, but the reality in multi-channel marketing is more complex. Multi-channel communications are more complex as I show in Digital Marketing: Strategy, Implementation, and Practice. Essentially, what we’re trying to create using paid integrated with other media is
“A Multi-channel Communications Strategy Customized for Individual Prospects and Customers forming different segments across a defined customer lifecycle which… delivers the Right Message featuring the Right Value Proposition (product, service or experience) across different devices (desktop, mobile and tablet) with the Right Tone at the Right Time with the Right Frequency and Interval using the Right Media / Communications channels to achieve… The right balance of value between consumer and brand.”
“A Multi-channel Communications Strategy
Customized for Individual Prospects and Customers forming different segments
across a defined customer lifecycle
which…
delivers the Right Message
featuring the Right Value Proposition (product, service or experience)
across different devices (desktop, mobile and tablet)
with the Right Tone
at the Right Time
with the Right Frequency and Interval
using the Right Media / Communications channels
to achieve…
The right balance of value between consumer and brand.”
So it’s far from easy! I hope the discussion and examples of best practice on this site help with your integrated communications. I’ll list the main posts that should help – they’re most relevant to email marketing, but as you can see below, the concept can also be extended to include offline communications, search and social media marketing.
I think that integrated comms are our biggest challenge as online marketers since:
You can see that to achieve Right Touching or what my colleague Richard Sedley of cScape calls “light touching” requires practical skills in the challenge areas of communications strategy, web analytics, and optimizing the different media above.
So integrated communications require a cross-disciplinary approach for success and I try to concentrate on the major developments in these core digital media which professional marketers such as E-commerce Managers, Digital Marketing Directors and Execs, need to know rather than the noise of minor developments which may be important to specialists but don’t really affect the big picture.
One of the reasons why our RACE Framework is so popular with marketers and managers across the globe and is the practical nature of customer insights with can be quickly identified within the marketing funnel. Simply put, by strategizing their marketing activities within the framework of plan, reach, act, convert, and engage, marketing leaders can quickly integrate and accelerate their customers’ journeys to first-time and repeat purchases.
If you’re looking for integrated communication solutions to win more customers, why not book your free 1-2-1 consultation call? Your dedicated call will include discussing your marketing strategy in the context of the RACE Framework, identifying weaknesses, opportunities, and solutions to integrate and optimize your marketing communications using the RACE Framework. Book your call now.
To what extent are you incorporating integrated marketing communications? Use thischecklist from customer acquisition to retention which covers ‘always-on’ integrated communications:
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