The Data & Marketing Association (DMA) defines integrated marketing as “an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise.” They explain that integrated marketing campaigns “meld all aspects of marketing,” from advertising and public relations to sales and social media, to achieve consistent branding and a strong customer focus.
It’s no surprise that some of the world’s most recognizable and successful brands use integrated marketing strategies and tactics to reach their audiences, no matter what they sell. But integrated marketing campaigns do more than simply sell products: they build trust, brand equity, and loyalty to create long-lasting relationships with customers that go beyond a single purchase.
How Integrated Marketing Campaigns Build Brand Trust
Because it’s so centered on creating a consistent experience between and among channels, integrated marketing goes a long way in building brand awareness, which is key in acquiring new customers. Implementing integrated marketing plans allows businesses to target an audience in a number of channels including TV, print, radio, social, etc. Seeing a brand message repeatedly begins to build brand recognition, which in turn builds trust among the audience.
When consumers know and trust your brand, they are more likely to go to you for additional products and services. In fact, you should be working to build brand awareness with consumers who are not your immediate potential market, because that brand recognition and awareness can come into play later in their customer journey. Take, for instance, baby food. Marketing to a wider audience and building brand awareness to a large consumer base, even those without children, creates a path to purchase for individuals who become parents later in life.
The Higher Your Brand Equity, The Higher Your Value Can Be
Brand awareness built through integrated marketing campaigns allows marketers to build brand equity, which can make or break the success of a business. A business’s brand equity is the amount of perceived value a brand has. Well-known brands (like Gucci or Prada) have higher brand equity and can then charge more than their competitors for a product or service because their brand name carries a certain amount of weight in the market.
This is true in almost any market. A designer brand can cost significantly more than generic labels, yet consumers are still willing to pay the steeper price for the brand name. It’s not just about pride in purchasing from “the best,” although that can play a large part. Successful integrated marketing is also about sticking with companies that the consumer feels comfortable with, whether that’s because of their reputation or previous experiences with the brand.
Integrated Marketing Campaigns Build Lasting Loyalty
Integrated marketing is not just for acquiring new customers. It also works to maintain relationships with current customers and builds brand loyalty. Once again, think of baby food. If you have a go-to brand for baby food, wouldn’t it make sense to also go to them for toddler snacks or other infant products? This is where brands have an opportunity to leverage brand familiarity to reach existing customers with omnichannel marketing and consistent messaging.
Investing in an integrated marketing plan helps businesses deliver a unified message across multiple channels to the end users. This unified message works in building brand awareness, which builds brand equity, which leads to a larger, more valuable brand presence in the lives of your prospects, as well as your current customer base. If you want to create an integrated marketing plan, build brand awareness, and see your brand equity soar, contact me today.
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