Unified marketing takes integrated marketing one step further and can benefit larger companies as well as small
Where integrated marketing worked to combine different advertising, PR, and marketing channels, a unified marketing strategy takes it even further. It does require that you combine marketing techniques earlier in the process but it can yield considerably better results. Unified marketing means creating total synergy between marketing channels.
A powerful and effective unified marketing strategy will be seamless and it will combine both offline and online channels to create a consistent message that is viewed by all of your potential clients. Tracking relevant customer data will not only enable you to measure the results of your unified marketing strategy but it will also allow you to open a clear line of communication with your prospects.
Newspaper advertising, TV ads, and radio ads are some of the forms of traditional media that can be used. You can also include other traditional channels. PR, networking at events like trade shows, and attending seminars are other viable forms of traditional marketing that can be included in a unified marketing strategy.
With integrated marketing, customers would include QR codes or web addresses on their traditional advertising formats. Unified marketing requires much more than this so that customers see a single and consistent message throughout the process.
Your primary online marketing channel will usually be your website, blog, and any other online real estate that you might have. Social media channels and feeds are also a part of this but so too are email marketing, guest posting, and digital press releases among many others. New online channels are emerging all the time too.
Consistency is key in all aspects of a unified marketing strategy and this means that you should develop a unified strategy from the very beginning of the marketing and advertising process. This is the only way that you can ensure that your potential leads are receiving and viewing the message that you want them to.
Make sure that your logo, design, and branding are consistent throughout your online and offline channels. Also use a consistent voice through your advertising and in any communication that you undertake with clients. This will help ensure that your clients and your organisation see your various channels as a single outlet.
Communicate With Customers
Using channels like social media and email means that you will be able to open two way communication with your prospects and this can enable you to create more conversions where they may not have been possible. Some potential leads will need to see your marketing message more than once before they buy into it and this is where unified marketing can really prove beneficial.
A prospect that sees your message on social networks, in their email, on TV, and in the newspaper, for example, will build a relationship with your brand. As long as you employ consistent methods throughout your marketing campaign you will enjoy strong conversion rates and positive returns on investment.
One element that has always proven difficult when combining online and offline marketing has been measuring results. Measuring whether a TV advert has had an impact on website sales means identifying unique and effective metrics. Fortunately, with the plethora of data sources and the mass of information that is readily available it is possible.
Use search data to determine peaks and troughs in people conducting a search for you. If you implement QR codes on ads then you can use tracking code within the page ID. You can also ask your prospects how they heard of you so that you can gather useful intelligence designed to help you formulate an improved and even more effective marketing plan in the future.
Unified Marketing For Larger Companies
Larger companies have the benefit of additional resources but there are increased challenges that enterprises face too. Rather than use different departments and individuals to conduct the different elements of your marketing you should create a single unified team. This will help ensure the level of consistency that is required.
A unified marketing team may consist of copywriters, digital designers, graphic designers, web developers, and media buyers. It will almost certainly include a number of administrative positions too because there will be a lot of work required that will not necessarily fall under the remit of any one professional within your company. However, you will reap the rewards for a multi-disciplined unified marketing strategy team.