Integrated Marketing Communications (IMC) has been a fundamental strategy used for delivering cross-channel messages to consumers all these years. But, now it's time to prepare brands for Gen Y & Z, to rethink marketing strategies to 'Synchronize' marketing campaigns.
With the rising number of channels and flickering mindset of young consumers, it's pivotal to go for a combination strategy which helps you to group up multiple campaigns for your brand and pass them on to all the consumer touch points. Integrated marketing had the same message integrated through various channels but synchronized one is a step higher.
The highly knowledgeable consumers who are highly perceptive are not going to take things at face value anymore; they are well-researched and greatly go by peer group influence. Hence, brands need a campaign that can send out the right message, at the right time, through the right channel. - Synchronized Marketing is just the answer!
Here are 5 steps to get started!
Clear up Brand Focus & Reinforce it constantly
Since it's centered on your brand's message and voice, synchronized marketing needs you to differentiate you from your competition, specify your unique selling point, your offerings, and your value proposition. Nike has been doing it brilliantly. Nike products "push" you to the limits, challenging you to "find your greatness" and "make history" just as their tagline states - Just Do it. Each of their new campaign fits within the core values of Nike and justifies its mission - "To bring inspiration and innovation to every athlete in the world." By every athlete, they mean anyone with a body.
Stay up uniform, consistent across platforms
Whether you visit a brand's website or blog, Facebook or Instagram page, watch one of its ads on TV or YouTube, or see a print ad in a magazine, the brand massage should seep through the page. Michael Kors' heritage is rooted in producing polished, sleek, sophisticated American sportswear with a jet-set attitude. If you look at all their ad campaigns, reiterating its mission - "To bring our vision of a jet-set, luxury lifestyle to women and men around the globe"; it reflects the seed of timeless luxury around it.
Link up all your platforms
Synchronized marketing connects your various platforms. Though it's easy to connect digital mediums, linking them with traditional mediums is an opportunity which a brand needs to explore. Intelligent way to do it is to put your Twitter handle or a promoted hashtag on your print ads, or have a QR code that people can scan to access your website or social network. Using this, Starbucks' campaign tweet-a-coffee on Twitter has taken coffee consumption to another level. They also created an App that allows customers to pay with their phone and receive rewards, besides allowing its users the luxury to locate stores, get directions and find store hours.
Involve your Customers
You can't just release your message to the masses; you have to make it personal. Open the lines of communication engage in dialogues with your customer and share relevant information with them. Will site an example how dialogue builds trust and turns customers into fans and brand advocates. For example, America's popular food brand, Whole Food Market Facebook page provides their fans and followers with food ideas and resources for cooking, and poses questions to engage their audience.
Make use of your Own Content
Content drives results. People are increasingly looking to brands they use for answers, and even inspiration. Red Bull does this through their in-the-face, can't look away campaigns which are one of the craziest and catchiest campaigns of all. Watch the Felix Baumgartner stratosphere jump - Freefall from the edge of space - Red Bull Stratos!
Conclusion
Unlike integrated marketing which was the sales anthem for brands in recent years, synchronization allows the marketing plan to be continually fine-tuned based on real-time customer feedback and customer buzz from micro sites, mobile technology and social networks. Done right, Synchronized Marketing connects the individual touch points on their own terms, strengthens each and energizes the brand.
