This article explains why a business doing all the right things is still running at a loss. This is because you aren't communicating your brand image CONSISTENTLY throughout all of your marketing channels.The two main factors that tend to drive integrated marketing communications are: Offline Marketing - is all the marketing strategies that are used without internet. Offline marketing has a major effect on consumers as it has established a solid platform and reaches those who have not got access to internet.
Online Marketing - is done within the networking world of the internet. The constantly increasing number of internet users and the success of e-commerce businesses makes this channel crucial for businesses.
Using integrated marketing principles a clear and compelling message is delivered to the customers. This allows you to improve sales and achieve maximum cost effectiveness while building the brand.To develop an integrated marketing strategy there are four tips to make it successful.
- Develop IMC goals; communicating goals to your team allows everyone to work towards those same goals.
- Know your customer; know your target audience, what interests them and how you can communicate to them more effectively. Find what appeals to them.
- Check for consistency; all your marketing channels must have a consistent message, this will avoid confusion in your team and in your customer base.
- Audit your marketing; review and revise your strategy to see how well particular methods work and what needs improvements.
A good question I found to ask yourself while reading this article was - Why do you pick a certain business (Ms Higgins cookies) over any other?
There are literally hundreds of bakeries and cookie stores that sell the same thing yet I only buy mine from Ms Higgins.
An image of a business is more important than what they sell! This is a fairly new concept as commonly thought that what a business sells or does is what was important. My choice of Ms Higgins cookies comes from the image they project - that the cookies are baked just like your nana makes them; home-made overall I choose them for their brand. This article clearly answered who determines your brand. The control of brand equity has started to shift to the hands of consumers who have access to social media tools to tell people who they think you as a business are. However, the business still controls how they deliver the promises they make to customers. In the constantly developing world of technology and the increasing number of people who are connecting to the online world of internet it is becoming very difficult to differentiate their business - online or 'on the street'. Any information you need can be found by simply googling it and hundreds of articles will be at your disposal. It does put pressure on businesses trying to stand out to customers.
Things do become easier for businesses as the 'what you sell' now MATTERS LESS but the IMAGE you project of the product or service will "win or lose your business".
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