Have you ever received an email blast for a product that piqued your interest? You click on the link and are brought to a website, but it’s the homepage. So you look through the homepage and can’t even find the product the email was referencing. Fragmented marketing can be frustrating.
I’ve been working at Stevens Advertising on the account side for 13 years, and there have been a lot of changes over that time. Back in 2004, we were creating web design templates, but there was no one working on website development. Today, we have a full web development team and we’ve expanded our marketing team to include a digital marketing manager.
We have grown our team and specialties to keep up with the times, because the biggest change has been the evolution of the advertising mediums, platforms, and tactics. While online marketing and digital budgets have increased, research shows that traditional media is still most important:
The campaigns that perform the best and drive the most results start with a firm strategy and the perfect media mix.
So, why has Stevens been able to work successfully for 100 consecutive years?
We have never focused on just one service. We are a full-service agency. We specialize in all marketing services and fully understand how they work together. This is called Integrated Marketing (AKA Holistic Marketing) and this has made our clients successful too.
What is Integrated Marketing?
“Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.”
Why is an Integrated Marketing approach important?
It affects your bottom line. In order for consumers to fully retain your marketing message, that message must be consistent at every single touch point. This will lead to stronger unaided recollection and conversions, and it will ultimately impact your return on your investment.
Our strategic account and media teams work closely together to build a plan that puts the right number of dollars towards the most effective approach that yields the best results through the following process:
- Understanding the audience(s) and goals
- Researching all the available mediums and platforms
- Analyzing the costs, targeting, reach and frequency, while consider the potential ROI
- Formulize a plan that involves every touch point and how they can work together to create maximum synergy for each and every campaign.
Below is a diagram showing the customer interaction touch points through the marketing funnel.
There is a lot to consider with integrated marketing, because it’s an important and all-inclusive process. Our team values it as a tool to connect your audience with your product, and your business with your bottom line. So here’s our question: how familiar are you with holistic marketing? Do you know the term? Does your company currently implement it? Comment down below and let us know, we’re curious. And, if you’d like to learn more about the services we offer – specifically, integrated marketing, click here.