Channel Integration: Hurdles you may encounter before success
- by Career Moves PR & Marketing
- 24 Oct 2018
Ensuring brand consistency and execution boils down to effective marketing planning. When developing an effective marketing strategy, companies and marketers often encounter hurdles, especially when companies are looking to integrate their marketing communications.
Integrated Marketing Communications must be outlined within the planning process to provide a firm foundation for the strategy to develop into fruition. Understanding the various aspects and elements that may uproute marketing plans within any organisation plays an important role in managing the communication strategies across a company’s branding strategy and overall portfolio.
Once a strong, positive, brand attitude is established, marketing can deliver a consistent brand message across a brand’s marking communication. The marketing community are focused on building a strong brand to enhance the company’s public reputation. A marketer’s job in the modern world is to source a systematic way to determine the most effective and consistent message for the appropriate target audience, across multiple channels, in often verticle departments.
Creating market interest in a company’s services has evolved into clever marketing techniques that are seeking to strategically influence the customer’s perception. We know that simply merging the messages issued to consumers is not an easy feat in any organisation. But we do believe that understanding the height of your problems, can be used as a tool to help overcome them.
Coordination within a brand’s ‘voices’ develop the integrated marketing communication as the strategy begins to function horizontally, rather than focusing on singular vertical communications. Blending the voice across different channels, before scaling the strategy, avoids encountering parallel structures, multiple departments, and functional specialities when updating the company strategy. Yet these are not one of the only problems the modern-day marketer encounters when developing and implementing integrated marketing communications.
Managing the interrelationships of information and materials across marketing departments, various agencies, and vendors, involved in supplying marketing communication services, offers a rather difficult structure to maneouver before effectively implementing the company marketing strategy.
Ideally, marketing communication generalists would lead the strategy to successfully manage the integrated communication strategies. More often than not, we see specialists in a partcular area that rarely communicate with one another. Naturally, these departments will advocate their solutions for marketing communication, and tend to favour the separation of marketing efforts. When offered the data on integrating channels and stronger brand messaging, companies would do well to focus on an agile method for a marketing department that emphasises on a holistic approach to each problem, that is disected and distributed by a generalist to truly achieve the best solution.
A subsidary to strong brand messaging is the communication of imagery is enacted from everyone working within the company. All who have contact with customers must reflect the company brand messaging, once marketing efforts has brought in consumers to your platform, the marketing messages promised must be infused throughout the company, otherwise each effort has lost voice, and reliability.
Last week we looked at successfully integrating offline media in a digital age, next week we will be looking at effective influencing across multiple channels.
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