I’ve recently returned from a business trip to Canada, where I made lots of contacts and discussed work being undertaken by our exciting new venture Beattie Tartan. What really stood out was how amazed some companies were by our approach to integrated marketing. For us, it’s a no-brainer to create a unified and seamless experience for consumers to interact with a brand. Our specialists form every link in the chain.
In simple terms, integrated marketing brings together PR, above the line marketing and digital tactics to ensure messaging is consistent across all channels, and centred on achieving objective-based results. It builds trust, as the consumer gets one strong, consistent message. It means a campaign flows easily and efficiently. It saves money – as brands don’t have to pay multiple agencies for separate services, and content can be shared across channels. But most importantly, it drives ROI as a strong message will lead the customer to take action.
How do we do it? In six easy steps.
Firstly, we identify a brand’s objectives. Not immediate objectives – long term objectives. These are the really important ones which identify where a business needs to be in the next 12, 18, 24 months. What is your business trying to achieve? Are you looking to double sales or increase your bottom line by 50%?
Once we understand this, we develop a strategy to meet those objectives. This can be short or long term – but crucially, it will integrate all channels: both online and offline.
Then we look at the creative thread which will hold the strategy together. What key, central creative concept can we develop, which will fit across all channels? Whether it’s a slogan or an image, this is the big idea which pulls all the elements together.
We identify an online hub – the central location to drive all traffic. This is crucial because it provides us with a destination and a way to TRACK the effectiveness of our tactics. At this stage, sometimes we need to develop a hub from scratch if one doesn’t exist or fit purpose. That could be (for example) a new website, a campaign landing page, etc.
At this point our strategy is set up and we’re ready to launch campaign activity – using acquisition channels to increase overall brand reach whilst driving the most amount of traffic to the digital hub as possible. On an ongoing basis we analyse and optimise to ensure we’re providing the best possible results to our clients.
Finally, we measure our success and deliver a tangible return on investment (ROI).
I’ve summarised it to sound fairly simple, but our team puts in a lot of work behind the scenes to make everything run smoothly and seamlessly.The fact is, it makes life easier for the brand - to put its trust in an agency which can provide a fully integrated marketing package. It’s why we recruit specialists in all fields, from PR to SEO.
To find out more about getting an integrated marketing package, call us now on 0800 612 9890