Creation and maintenance of consistent branding among all communication channels can be the most critical part of any integrated strategy. This approach can increase the levels of awareness and enhance credibility, although sales figures are not affected.
Successfully integrated marketing programs are anything but passive. These programs are designed to facilitate a continuous state of motion that is helpful in maintaining the smooth flow of prospects, moving within the sales cycle until the client makes the right decision.
Linking the Decision-Making Cycle To the Sales Cycle
If you want your integrated marketing to be successful, then you need to maintain a synchronization of the sales cycle of your organization with the decision-making cycle of consumers.
First, you need to study the current sales cycle by answering simple questions that initiate important analysis. You need to question the tools and methods you plan to use in order to generate the lead. You also need to know what tools you need to have to provide any follow-up information to an interested prospect and the tools required to get the sales team ready. You must be able to assess the approach and have the credibility to close the sale.
You should be able to evaluate the market constantly in order to determine your target market and their specific interests. Once you have the plan in place, you should customize it. Any marketing material that you develop should meet any individual need for information that could motivate a buying decision.
The percieved risk level increases when potential customers get closer to making a decision. At this point, the marketing methods and materials should add more credibility to your services, products and the company. Since prospects usually make decisions that are convenient for them, it is important to organize different media and message routes that reach them at multiple touch points throughout the decision-making process. Once the process and infrastructure are in place, integrated marketing tactics will certainly pay off. Your strategies and tactics will depend largely on the results obtained by market research and surveys.
There are several factors that you need to keep in mind when you plan to achieve successful integrated marketing. The success of any business venture depends on the marketing integration strategy applied and how it affects the sales of products and services.
