why your business should have an integrated media strategy
Traditional mass media such as radio and TV is used to be a way to advertising a product, brand or service. This type of promotional strategy only can transmit the information to some of the target customers but not all.
Due to the rising of ad clutter, greater confrontation to advertising and shorter attention spans, and this cause the customers tend to be a lot more selective which they shut off the material that they feel no need and select with the thing that they need.
Integrated Marketing Communication can generates specialized media where not only one of the promotional strategy is use to advertise one of the product or service.
Nowadays, the companies like to make advertisement through media such as TV. But the problem is do they know exactly how many people watched their ad? The advertisers do not like to shell out wads of cash for media buy without knowing their ways of getting the media investment back.
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exactly what is an integrated media strategy ?
Integrated Marketing Communication is a form of promotional strategy where all the promotional strategies are integrated so that the company able to transmit the message to all the target customers and also the customers can interact with the company brand in many ways.
For example, a customer may have heard about one restaurant from their friend which they had been go there before and had a great experience dining at there. After that, the customer goes online to search information about that restaurant which include the menu and price and also make reservations. When the days come, your restaurant have to notice how cozy the place is and also get the chef’s recommended dishes for that night to make sure the customer satisfy what they expected. From the example above, the IMC cover all the contact points which include customer service, store design, direct marketing, internet, word-of-mouth marketing, after sales service, new media and etc. Thus, IMC can be said that it is a very useful tool where it can generate more contact point from customers.
when you decide invest in integrated media and digital advertising, there are some common mistakes we help you avoid.
Having no clear measurable goals: It's critical to acquire the data I discussed previously in order to pinpoint precisely who you want your ads to reach before investing in any media. What are their dietary habits and the best channels to reach them with your message? However, setting quantifiable goals may be much more crucial. How many campaigns have you started without a defined strategy for how you'll evaluate their success?
Not spending appropriately on testing: Budget-consciousness and cash-strappedness are typical traits of small firms, which is generally acceptable. It's crucial to include testing in your media budget, though. You could consider this to be a needless investment, but investing a little now could wind up saving you a lot later.
Not diversifying your media spending: It's crucial that you diversify your media spending when it comes to campaign preparation. You can cast a wider net to catch more potential fish if you do this. To be safe and wise, spread out your investment (80% digital - 20% newspapers and OOH) and monitor the outcomes so you can fine-tune your strategy and more effectively target the most fruitful channels and areas.
Not looking at the big picture: You'll naturally want to examine your spending as your campaign develops and the results start to come in to see where you can make savings. Having said that, it's crucial to consider the overall situation rather than just the most recent events. Remember that media reactions are unpredictable because if they were, life would be way too simple.
Stopping before really getting started: The effectiveness of your campaign should be assessed by evaluating frequency. Otherwise, you risk ending a campaign just when it was about to take off and move forward seriously. You can be sure to notice the signs that let you know that things are going well by studying frequency.
How To Measure integrated media & advertising performance and Results
Reach The number or percent of different homes or persons exposed at least once to an advertising schedule in one or more media vehicles over a given period of time.
Frequency The average number of times that the household or person is exposed to a media vehicle, schedule or campaign over a given time period.
Share The number of households or persons tuned to a particular program, expressed as a percentage of the total using the vehicle at a specific time.
Impression Also referred to as exposure, it is a single view of an ad by a reader or TV viewer, a single hearing of a radio spot by a listener, Online User etc.
ToFu, MoFu and BoFu is a method used by sales and marketing professionals to pace and cater their approach to sales leads within a sales funnel, depending on the customer’s current phase of the purchase decision.
top reasons why an integrated media strategy is such an important part of your marketing effort.
Integrated Marketing Communications focuses on using all the organizations advertising and promotional efforts towards delivering the same united message. It can make the intended information and messages including slogans, quotes, facts, and figures more consistent in the process of transmitting messages from producers to buyers.
Through IMC, buyer can reduce their confusion when choosing a product which can deliver superior value and satisfactions to them by presented in a planed sequence with communication tools.
Besides, Integrated Marketing Communication also can increase the profit by increase its effectiveness. This is because impact of unified message on the customer’s mind is bigger than impact of disjointed myriad of messages.
It is profitable when customer practice Integrated Marketing Communication which will deliver superior value more effectively by using a combination of variety communication channel like sales promotion and direct marketing.
Any communication tool should integrate with and draw on as many other communication tools as possible in order to maximize cost effectiveness. Integrated marketing communication can saves a lot of money in the promotional effort as compared to other who does not adopt it.
why we are the best people to do this for you ?
our team of professional marketers can help businesses understand why having and integrated media strategy is so important for sustainable business growth. Our social media marketing methods help brands expand online by taking advantage of a wide range of search engine management strategies.
If you’re too busy with your company to concentrate on all the factors that go into setting up, managing and optimising paid search campaigns, you should team up with us
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