Is an integrated approach more effective than the sum of marketing activity segments? In a word, yes.
A good example of this is a the recent brand renewal of Domino’s Pizza. After receiving negative feedback from many customers within their target audience, who claimed their pizza tasted like “chewing gum covered in cheese and tomato ketchup”, they decided to take action. The franchise took the risk of formulating a campaign surrounding the agenda of listening to the feedback of their customers and integrated this activity into everything they did.
Both negative and positive customer reviews were highlighted on their television advertisements and they encouraged people to leave feedback on their social media platforms. Domino’s also introduced mobile applications whereby the customer themselves could build their own bespoke pizza to be delivered. The marketing campaign was constructed with a definitive strategy, integrated multiple marketing methods and mediums. It successfully helped regenerate their brand image and product offering.
As internet-based technology continues to grow, so does the requirement for brands and organisations to construct marketing campaigns that run simultaneously on multiple, various channels. Customers now expect to be able to interact with brands they are interested in wherever they are – on a mobile device or otherwise.
If a potential customer sees an attractive advertisement on television, they will often immediately go to their smartphone to look up the company further and will expect a fully-fledged website to welcome their search. If a customer interacts with a QR code on a clothing tag, they expect to be taken to a relevant landing page with everything they want to know about that product and the manufacturer.
This huge undertaking for brands to bolster their offering across numerous media channels and platforms can make or break the reputation of a corporation or brand. It can also cause havoc across segmented and distant marketing departments when re-branding on the fly. That being said, the rewards far outweigh the risks when it comes to the introduction of integrated marketing. In the long run, an integrated marketing strategy will undoubtedly show a more effective cost, time and analytical measurement of marketing activities for an organisation.
Integrated marketing strategies focus on the importance of a seamless brand experience for end users and customers. The experience has to be multi-dimensional while keeping in line with the brand guidelines that define an organisation. This means that all media channels used by one organisation – whether it be film, television, websites, blogs, radio or face-to-face presentations at shows or events – will have the same look and feel as one another and would be able to consistently provide the same information about the products or services offered.