The Difference between Integrated and Synchronized Marketing
Integrated Marketing Communications (IMC) has been an important approach for delivering cross-channel messages to consumers. Conventionally, IMC has been the combination of both offline and digital marketing efforts. Have you found success using IMC to magnify a brand’s message and voice? Integrated marketing has historically focused on one advertising or marketing campaign at a time, but it’s time to think about marketing on a larger scale and incorporate multiple campaigns.
One way to accomplish marketing on a larger scale is through synchronized marketing. Just as with integrated marketing solutions, the core of this type of marketing is still based on a brand’s message and voice. The difference between the two is within the overall branding and marketing strategy. It requires having all of your marketing platforms in sync with each other and with the overall message of your brand.
The Benefit of Synchronized Marketing
Both B2B and B2C consumers are more informed now than ever before. Information is easily accessible and consumers are quite observant, making the need for business transparency even more important. Consumers no longer take a business at their word. They spend time researching and reading reviews from other customers. They also use social media to share their good and bad opinions of your business.
Synchronized marketing allows you to get your message out using various platforms, while ensuring each platform is successfully working together to strengthen the message of your brand.
Three Ways to Synchronize Your Marketing
1. Outline the focus of your brand
Determine what makes you different from your competitors. Ask yourself what is unique about your business. What can you do for customers that your competition cannot? You need to create your value proposition and convey it to your customers. These questions need to be considered and addressed in order to come up with a synchronized marketing strategy.
2. Maintain consistency on every platform
Your message, voice, feel and look should be consistent among both traditional and digital platforms and not change over time. For example, a brand that uses luxury as part of its mission statement needs to keep the message consistent between their telemarketing services, website, social media, TV ads and print ads.
3. Link different platforms
This is fairly simple to do with digital platforms; however, there are methods to connect your offline efforts to the digital ones. For example, you can put a promoted hashtag and your Twitter handle on your print ads.
Linking platforms helps to expand your reach and allows consumers to locate you via their preferred method of communication. This makes it more likely they will use your services or products.
To learn more about synchronized marketing, contact us. Our team specializes in B2B lead generation services and can help you determine the right marketing approach.