'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...
This article by David Bonthrone the change in tide of communicating messages to consumers and the essential strength of integration. In recent year, building brand value is stemmed from more than just building awareness, but customer rentention and increasing brand loyalty. This change has occurred partly due to the way consumers have grown. Customers use different channels to achieve different things, they no longer use one lone channel for their decision making process. Television may spark their interest, radio may serve as a reminder only and the Internet (websites, forums, customer reviews) may act as a reassurance tool before purchase.
What companies have to look into now is how create a marketing message or creative ideas, that fit with their objectives, which can be integrated across all media.
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
This article focuses on 6 companies who have successfully used integrated marketing channels to their advantage, particularly dabbling in channels available on the Internet. One thing that has changed with consumers in the past 5 years is the amount of information they have access to in real time, what with the burst of social media sites and smart phones. The companies mentioned have identified this and are using everyday social media sites to increase customer engagement, creating interactive conversations, communicating marketing messages and improving customer service. The channels they've chosen are not just single channels, as they have integrated Facebook, Youtube and Twitter alongside with traditional channels, thus creating an interactive 360 approach.
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