Integrated marketing for maximum results

At a point in time, when the digital medium is expanding at lightning fast speed, there is a need to understand and analyse the right media to advertise and market one’s product in order to achieve best possible reach among the audience

Having mind-boggling spends on digital medium doesn’t always serve the purpose of marketing and advertising any product/service, this also includes marketing and advertising of mobile and computer applications.

Thinking that only a particular channel would be apt in reaching out to the target audience would be absurd. There is a need to practice integrated marketing and prefer the right media mix to get the optimum results. When we talk of integrated marketing communication, we refer to an appropriate mix of online and offline media.

So if you are spending on digital, it is necessary to start having some offline ads that will reach to people who are laggards in the online media.

When it comes to target audience, the consumers’ position on the Moore’s curve differs with every medium, so it becomes complicated to tag a certain group of audience as laggards and the others as early adopters and just target them.

The logic is simple, if you are targeting ads to the early adopters of an offline medium, you may miss out on the others, who might be laggards in this medium, but turn out to be the sneezers of a product in an alternate medium. Hence, a perfectly assorted mix of medium along with an appropriate variation in content for each medium is the key to a successful advertising campaign.

If you pick out advertising of big brands like Apple and Nike, you will notice a significant change in the content in each medium.

However, there are exceptional cases, where the same content is used in each of the media that are the landing platforms of the ads. Like the Apple iPhone 6 campaign dubbed- ‘Shot on iPhone6’, where the copy remained the same across all the platforms; this was because Apple was not selling the iPhone to people through the ad, it was selling the feature that would persuade people to admire the iPhone 6 and eventually purchase it.

All in all, the focal point lies in focussing on choosing the best mediums to target your product/service/brand, followed by formulation of a medium-specific content plan for the same. Remember, potential consumer study is great, but the right analytics and the right tagging of consumers are greater.

So the next time you come up with a marketing and advertising plan- think of integrated and mix medium advertising, plan your budgets, segregate them rightly. Integrated marketing will give you optimum reach and impressions. Optimum conversions are all based on how powerful is your product in contrast with the competitor.