Online marketing is currently the most effective way to promote a company, products or services. However, many activities are still limited to one or a few communication channels.
If you want to take your online campaign to the next level, it is worth thinking outside the box and integrating it using multiple tools. Why? Mariusz Maksymiuk – CEO of the Adexon interactive agency – explains.
What exactly is integrated marketing?
This concept refers to an advertising message used across multiple communication channels. And all of this is driven by one goal – reaching the audience and getting them interested in our offer. Simply put, that is what integrated marketing is. The synergy of activities across different communication channels today mainly concerns online activities. It is about a holistic approach and consistency of the activities carried out. In integrated marketing, the most important thing is delivering the best message to the customer at every stage of mutual contact. On top of that come various channels, and all of this adds up to a single marketing strategy. The year that is ending has already shown that well-thought-out, integrated promotion can bring outstanding results.
What does integrated communication bring?
It has long been known that a customer, in order to get to know a brand well and trust it, must "meet" it several times, preferably in different places. In the era of the omnipresent internet, consumers are present across many channels, so it is important to identify where it is worth reminding them about yourself. Moreover, this helps reduce the distance between the brand and the customer, which opens the door to acquiring a loyal and engaged customer. Nowadays, it is the brand that should follow the consumer, of course in an unobtrusive way, and not the other way around.
Another extremely important advantage of this type of activity is reach. That is exactly the power of communication on multiple levels. A well-thought-out, integrated campaign makes it possible to achieve results higher than intended. Precise activities on a broad scale make it possible to reach more recipients than those involving only one channel. As a result, we get not only good-looking statistics from the marketing department but also from the sales department.
Thoughtful use
As can be seen, combining several communication channels can do a lot. However, that is not everything – the most important thing is the thoughtful use of this possibility. Success is largely determined by the team that plans such activities and then is responsible for their implementation. It is important that clearly set goals guide the process of creating the entire campaign and that it is then monitored and adapted to changes taking place in the market. Today, with so many analytical and optimization possibilities, a good, experienced marketing team combining the right channels is able to create not only high-reach and effective, but also original and unique campaigns that the whole world will hear about.
Adexon has been operating on the market since 2013. It is an advertising network specializing in consulting, planning and execution of advertising and digital campaigns on the Internet. The company has a wide range of modern advertising products, thanks to which it is able to reach every target group. As a result, it is able to provide campaigns with the highest conversion rate from the online channel. Among the agency's clients are companies from the automotive, energy and healthcare industries.
Summary
Integrated marketing is a strategy based on the synergy of multiple communication channels that together build a coherent message and lead to one goal. As explained by Mariusz Maksymiuk, CEO of the Adexon agency, what is crucial here is a holistic approach and delivering the best message to the customer at every stage of contact with the brand. Thanks to this, it is possible to increase reach, build trust and acquire loyal audiences. However, effectiveness depends on thoughtful planning, clearly set goals and an experienced team that can combine the right analytical and optimization tools.
