Integrated Marketing in the Digital Age: Using all the Tools in the Toolbox

January 11, 2019 by Ilona Biro, Content Writer

Integrated marketing is a blend of all aspects of marketing communication - advertising, sales promotion, public relations, direct marketing, and social media - through their respective mix of channels, media, and methods so that all work together as a unified force. That’s a pretty long sentence, but the objective is fairly simple:  ensure that all messaging is consistent across all channels and is centered on the customer. The customer doesn’t see all the ways and means you’ve used to attract their attention; they just want a brand experience that speaks to them, however – and however many times – that message is delivered.

As marketer Tony Wright wrote in Search Engine Journal, integrated marketing used to “blur the lines that separate creative, media, television, radio and print.” Fast forward to 2019 and it’s gotten a lot more complicated with the introduction of new digital marketing channels like Instagram, Snapchat and Pinterest along with existing platforms like Google, Facebook, and Twitter.  With all of these arrows in the marketing quiver, integration has never been more complex, or more important.

Not only are multiple channels and platforms available to the marketer but deciding on tactics such as whether to push or pull content comes into play. Push content takes the product directly to the consumer via whatever means, ensuring your product is present at the point of purchase. This relies on supply chain management to ensure product is visible in market, packaging decisions, point of sale displays. Pull content is getting the customer to come to you, via advertising and direct marketing, word-of-mouth referrals, CRM, and sales promotions or discounts. In all cases, consumers must take some sort of action to connect with the brand.  Integrated marketing uses a combination of push and pull to attract customers on their own terms and in whichever way is most comfortable for them.

At Clever Samurai we’ve executed many integrated marketing campaigns, using the full spectrum of marketing and communications tools available. A recent client, Minus Forty, wanted a brand refresh and a 21st century logo redesign to attract attention to their award-winning product line of refrigerated merchandisers. Clever Samurai designed a new website, got their branded content in popular trade publications and placed thought leadership articles in front of decision makers. 

The end result has been remarkable: better branding, a more effective and customer-centric website, thought leadership positioning in the industry and a robust employee outreach program to secure workers in a tight labour market.

Partnering with an agency like Clever Samurai gets you expertise in a number of areas – from website design to branding and communications strategy. We can also bring our sister company, 360Leads, to the table, to help out with lead generation as well. No matter how big or small your challenges are, we can combine forces to meet your requirements and provide an integrated marketing solution that solves whatever issues you might have.     

 

It’s the Marie Kondo Effect: Does Your Marketing Spark Joy? If Not, Here’s What You Can Do.

It seems the entire world has fallen under the spell of Japanese organizing expert, Marie Kondo, whose system provides a simple way to organize or get rid of anything in one’s life that doesn’t, in her words, “spark joy.” Ever since her Netflix show, “Tidying Up with Marie Kondo”, debuted on January 1, donation bins […] March 8, 2019 by Ilona Biro, Content Writer

Integrated Marketing in the Digital Age: Using all the Tools in the Toolbox

Integrated marketing is a blend of all aspects of marketing communication – advertising, sales promotion, public relations, direct marketing, and social media – through their respective mix of channels, media, and methods so that all work together as a unified force. That’s a pretty long sentence, but the objective is fairly simple:  ensure that all […] January 11, 2019 by Ilona Biro, Content Writer

Employer Branding – Attract and Retain Excellent Employees

In order to attract and recruit the best talent available, companies need to align their business value proposition with their employee value proposition. What does that mean in practice? To succeed in attracting today’s best employees, you need to develop a distinctive talent brand strategy that motivates candidates to find out more about your opportunities. […] December 17, 2018 by Ilona Biro, Content Writer

The Importance of a Strong Value Proposition

Why should I buy your product or service? This is the fundamental question every business needs to answer, and that answer is the value proposition. Simply put, a value proposition describes the tangible benefits a customer gets from using your product or service. It should deliver a strong first impression and make a clear case […] August 17, 2018 by Ilona Biro, Content Writer

Making Marketing Movies. A Great Way to Tell Your Brand Story.

Motion pictures began in the 1890s. They were short and rudimentary by today’s standards. Despite their limitations, they had one thing that today’s great movies have – they told a story. I’ve been fascinated with movies and how they are made since Grade 8. My classroom had 3 cameras and a control panel, with the […] May 10, 2018 by Stuart Lewis, President & CEO

Ram’s Super Bowl Ad Will Drive More Brand Discussion for Days.

As an advertiser, the worst possible thing that can happen is to be unnoticed. With yesterday’s immediate backlash, social media noise and today’s water-cooler conversations, there will be those that believe being unnoticed would have been much better for RAM Trucks than running the Martin Luther King Jr.’s Drum Major Instinct speech as the backdrop […] February 5, 2018 by Stuart Lewis, President & CEO