Taking advice on individual marketing requirements can result in a disjointed, more costly and less effective approach that has failed to deliver the same results as integrating your activity with one fully versed service provider. He who shouts loudest will be heard but he who shouts in a consistent manner will be more effective.
An integrated approach will derive three key benefits:
• An increased response rate
• The results that you seek
• More effective use of budget
Brands are some of the most powerful tools available for use in marketing. They should work together stylistically whenever and wherever you use them.
Three key points when aligning your marketing strategy are:
• Look and feel:
The visual identity of your website, e-mail marketing, and social media should be congruous with your direct mail, advertising, and print collateral. They are immediate media whose success is determined by initial response and remembered messages.
The structure will be a lasting reminder to your company and create interest in your products and service, whether your audience is being introduced to your brand or is bridging the gap between the post from your Facebook page to the direct mail piece received in their letterbox.
• The messages:
The language used is one of the most powerful ways in which a brand speaks to its audience. It should communicate the personality of your business.
Once established, deliver it in a consistent manner throughout your marketing. Your brand should understand its target audience and vocalise messages in a tone that speaks to them personally.
If you are investing in marketing this year, you should make the overriding theme clear and ensure your brand speaks to its audience, in the same way, both on and offline.
• Repeat yourself:
Repetition is the most important factor in promoting your business. Some prospects may only see your communications online; others only via print.
The visibility, awareness, and understanding of your organisation will increase with the repetitive use of consistent key messages. It is how your brand will be remembered and how it will become top of a customers’ mind.
Digital marketing is any form of marketing that involves electronic devices, therefore, digital marketing can be done either online and offline. And, both kinds matter for a well-rounded digital marketing strategy.