86% of senior-level marketers know it’s crucial to create a cohesive customer journey, and 60% of millennials expect consistent experiences when dealing with brands. An integrated — or omnichannel — marketing campaign offers the most effective way to achieve both imperatives.
Let’s take a look at some of the clear benefits for your company and your customers.
In marketing, trust is everything — 83% of customers would recommend a company they trust to others. How is trust gained? Through consistent reliability and reliable consistency — in other words, giving your audience what they want, when they want it. With the average attention span now shorter than a goldfish, and consumers exposed to over 5,000 marketing messages daily, a trusted brand with a cohesive offering is a reassuring encounter in a sea of fragmented marketing clutter.
Achieving brand recognition is a natural byproduct of placing brand identity at the centre of your campaign. The experiential nature of integrated marketing — messages that convey feelings rather than push products — drives brand recognition organically. 64% of people cite ‘shared values’ as the main reason they have a relationship with a brand — recalling John Lewis not for their range of garden furniture, but for the way they make them feel at Christmas.
A scattergun approach is the enemy of cohesive marketing, yet without an omnichannel plan it is an easy trap to fall into. Planning an integrated campaign from the outset will ensure your message is focused, both internally and externally.
Focus comes from within: when internal stakeholders understand the overarching strategy, productivity has been shown to spike — retailers who implement an omnichannel approach to marketing seeimproved employee engagement. Integrated marketing ensures all members of the marketing team focus on the common goal, and when this happens, it naturally projects to the outside world.
Integrated marketing naturally favours a lean approach to working: when everyone from your social media coordinator to your SEO whizz is focused on the same end goal, the staffing cost of duplicated efforts across multiple campaigns is reduced. Transactional costs are minimized too — when you standardize branding and promotional collateral, design and print costs benefit from scalability.
Case studies reveal that integrated customer journeys provide a competitive advantage — in some cases doubling sales year on year. Why? In part, because customers respond — and crucially take action on — familiarity. Conversely, the opportunity cost of not taking an omnichannel approach to marketing is a 10% dip in revenue. Having an integrated marketing campaign which ensures that wherever a customer encounters you, they experience the same message, means that they are statistically more likely to follow a call to action.