Unified Message
The biggest impact of a marketing message is achieved when the content is delivered to the right people, at the right time and especially, in a relevant, unified form.
This is one of the biggest challenges companies are facing nowadays. Integrating the numerous processes of marketing in a unified message intended to deliver a cohesive image of the business so that the customers are provided a clear understanding of the company.
Companies need to balance the marketing of their various products and services and keep an overall brand value. It is tempting to broadcast various messages in order to reach a wider target market, but the best approach is a message that suggests continuity.
Creating such a unified image involves:
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Defining the basic marketing messages of each department and finally uniting them under a common marketing strategy. In developing it should be considered that each division needs its unique, individual image but they all should share the common message and rely on a team that supports the corporate vision.
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Supporting the unified message through PR campaigns, product presentation, events, but basically design and layout. It is necessary to create a centralized marketing messaging platform that makes sure that the corporate vision is supported by all the messages, design and press releases and they all correspond to the company's branding rules.
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Common graphic standards should be promoted, like a common logo, color scheme, type style or illustration. A difference from the competition can be made by emphasizing company's unique features and the advantages of using its products.
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Develop a concise statement that defines the company and its activities. Count on honesty and ingenuity. Use this slogan in advertising, communication, website design, and printed materials associated to your activity. This approach guarantees a memorable impression.
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Include even the featured products and services in this unified image, develop graphics and advertisements that also support your corporate vision. Make sure that every business unit efficiently supplements company's global brand.
The benefits of an integrated marketing approach:
- An extensive view of all marketing processes. You can control the activity of all the divisions better and make sure the customer gets the right image and develops the right perception about your business.
- Avoid dilution of company's identity by presenting a continuous, unified message. Improve company awareness among customers, actual and potential.
- A common marketing message helps employees understand better company's objectives and , as a result, a better collaboration in order to achieve them.
- Providing a continuous message across all communication means creates less confusion among customers and a strong brand image.
- Having a comprehensive view of all activities,it is much easier to evaluate the efforts and costs involved in a marketing campaign, as well as the results. The responses and reactions can be better analyzed.
- Unified marketing message improves the communication with partners, suppliers,shareholders. A unified messaging platform delivers the message in the form and using the channel they opted for. It avoids unwanted situations like delivering a catalog by direct mail when the customer mentioned that they would rather want it by e-mail, that would lower the company's image and generate a perception of an unreliable business.
Efficiently coordinating graphic standards, product quality and features creates a memorable image and perception for a product, service, company.