Integrated marketing

One of the most important things to remember when marketing across multiple platforms of advertising is keeping the whole campaign integrated throughout all platforms. From billboards to Tv to Facebook ads, keeping the campaign integrated can become quite difficult. 

The marketing charts staff at marketingcharts.com conducted a survey stating the following. 'The survey asked senior marketers to choose their top three issues from a comprehensive list and then rank them in order of importance, from one to three. Of the 157 respondents, more marketers indicated a greater concern about integrated marketing communications than any other issue' (http://www.marketingcharts.com/wp/traditional/integrated-marketing-top-issue-on-sr-marketers-minds-4141/). 

The following is the list of the top 10 issues, ranked in order of importance:

1. Integrated marketing communications
2. Marketing accountability
3. Aligning marketing organisation with innovation
4. Brand building
5. Media proliferation
6. Advertising creative that achieves business results
7. Consumer control over what and how they view advertising
8. Attracting and retaining top talent
9. Globalisation of marketing efforts
10. Multicultural marketing

(Sourced from http://www.marketingcharts.com/wp/traditional/integrated-marketing-top-issue-on-sr-marketers-minds-4141/)

“The rapidly evolving marketing landscape demands an integrated approach,” said Bob Liodice, president and CEO of the ANA. “The survey findings confirm that integrated marketing is one of the foundational pillars the ANA believes are critical to create a transformed marketing environment.” (http://www.marketingcharts.com/wp/traditional/integrated-marketing-top-issue-on-sr-marketers-minds-4141/)

This can be further proven by the work of one of the best marketing teams in the world, Apple. Apple are able to create such a campaign that thousands of people line up over night out side of stores around the world to get a new phone each year. No matter what platform they are advertising on or product they are trying to sell they their campaign integrated is flawless.

(Image sourced from http://www.bphones.ca/blog/2012/09/21/bell-apple-iphone-5-now-available/)

(Image sourced from http://necalling.com/apple-samsung-phone-war-heats-up/)

(Image sourced from http://my.genieo.com/magazines/bendesidad/2013-04-23)

(Video sourced from https://www.youtube.com/watch?v=PBfPS8vwTzE)

Whether its a billboard, to web images to the introduction video for the phone, they keep the same font, they have the same white background, they keep it simple, fresh, product brand and name always showing. Its completely integrated throughout the digital and traditional advertisements. This is supported by Laura Lake's statement 'Over communicating with potential prospects, customers and even event attendees can unfortunately result in your message being lost, confusion and even the loss of your audience' (http://marketing.about.com/od/internetmarketing/a/Marketing-Communication-How-Much-Is-Too-Much.htm)