From the magazine

The importance of integration

Having a coordinated communications schedule that outlines the direction you want to take over the coming year across a range of media is an important feature of good integrated marketing communications.

Here are some tips to ensure that your next campaign is effectively integrated:

1. Websites

Integrating your website with social networking sites is an effective marketing and networking tool. Link from your website to other platforms, such as social networking sites and e-news updates.

2. Social media

Social media can be used effectively to boost your company’s online presence; however, with so many media platforms available, it is important to make sure your strategy is effectively integrated.

Employing social media can help you to cross promote products or events, to source new clients and to redirect traffic to more informative sources, such as your website.

While social media may not be for everyone, it is worthwhile investigating how to use platforms such as Facebook, Twitter, LinkedIn and YouTube. There are many online guides that take an introductory and advanced approach to teaching new companies or businesses how effective social media can be.

Social media is an interactive forum, where the site owner and site visitor together create the content of the medium. It is a great opportunity to respond to clients, and to evaluate how effective your services and products are to clients.

Remember, when using social media it is better to use one platform well, as opposed to using many poorly.

3. E-news and magazines

A regular e-news update and magazine are effective platforms to engage with members and stakeholders.

With e-news updates, consider the frequency of new information, including the time of day, week, and month. There is a fine line between information overload and information that is relevant and timely.

A well-produced magazine with varying content from news to views and in-depth analysis, shows the tangible benefits and outcomes of your work and its importance.

4. Branding

Spend time creating branding that effectively captures your company and back it up with information that sends a clear message about your values and aims.

Key messages are vital for articulating who, what and why your company exists. Branding should be simple and easily recognisable, with clear statements representing the company in a consistent yet compelling way.

5. Have a theme

Have a central theme for your next campaign and apply it across all the mediums you plan to employ.

Your print advertisements should match your online presence, as well as your social media movements.

Remember, consistency is the key to effective integration, and using mediums that are complementary to one another will ensure your next campaign is integrated as best as possible.

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