Marketing will always be relevant.
However, in today’s increasingly complex and competitive market where traditional marketing models have broken down and the growth of data is accelerating at a breakneck speed which brings about rampant fragmentation, marketers have to gather their resources and come up with a holistic and coherent marketing strategy that touches base with multiple channels in order to effectively reach their target audience. In other words, integrated marketing.
According to Forbes.com, integrated marketing refers to “the process of aligning and coordinating a marketing organisation to deliver a consistent, seamless, customer-centric content experience across all channels”.
With more marketing channels comes more competition, and marketers are starting to realise that the one-size-fits-all marketing strategy is becoming obsolete. “Research conducted by Gartner has found that integrated campaigns across more than four channels outperform single or dual-channel campaigns by 300 percent” (forbes.com).
Think of your brand as the overarching story. The chapters are the different marketing channels you use to drive the narrative forward. With integrated marketing, you will get a complete, comprehensive story, one that keeps you hooked and leaves you wanting more.
This is what integrated marketing can do, and what we love helping brands do – telling their stories to those who need to hear it.
Implementing A Holistic Marketing Calendar
Come 2019, don’t let your marketing get lost on the wrong channels or strategies. Our recommendation? Come up with a holistic marketing calendar with an omnichannel approach that is pared down into individual elements such as below-the-line strategies like content marketing and social media marketing and above-the-line strategies like print ads and TV broadcasts.
Say goodbye to 2018 and haphazard budgeting based on an ad hoc budget!