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Redesigning Your Marketing Strategies to Suit New-Age Consumers

Marketing organizations seem to have lagged behind when compared to other sectors in terms of technological transformations and customer expectations. From the growth in popularity of online shopping channels to personalized ad campaigns for specific customer groups, consumer marketing strategies have evolved drastically over the past decade. Although the channels and technologies used by modern marketing companies have changed considerably, the manner in which tasks are approached remains more or less the same even today, and that is not a good sign. Organizations that continue to roll out large and infrequent campaigns, rely on media purchasing agencies, and are organized by geography or by product fail to take full advantage of the latest digital and advanced analytics tools. They can be used as effective marketing tools to chalk out marketing strategies that are more engaging, effective, and agile. Making use of these capabilities for effective marketing strategies require new management approaches.

Failing to have a comprehensive understanding of the target customers can result in failed marketing strategies. Request a free proposal to know how we can help your business streamline processes and build the right marketing strategies.

Building New age marketing strategies

Marketing strategiesManage internal and external partnerships

Organizations must leverage opportunities for advanced marketing strategies available today including search, social, programmatic, and content management. Internal and external teams that deliver these services must aim to function as an interconnected ecosystem. A key decision relating to marketing strategies to be made here is to figure out what needs to be handled internally and what must be outsourced to an external partner. It is advisable for the brand to handle core competencies such as strategy, while execution functions such as experimenting with new media or channels can be outsourced to external partners.

Build globally dispersed networks

Over the years, a common practice followed by brands to manage marketing strategies is by putting a global team under control of global marketing campaigns and assigning a local team to locally execute these campaigns. This could often create a clash between teams, especially with local teams thinking that the global team lacks a comprehensive understanding of their market. To combat this issue while promoting marketing strategies, a new age concept brand tribe have emerged. Brand tribes refer to an informal and globally dispersed network of marketers who come together to identify and share their best assets. Instead of the conventional top-down approach, these brand tribes have community managers who foster global collaboration, post insights, promote assets for particular markets, and discourage off-brand execution. This can also act as a way to reinforce brand standards.

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Identify new growth channels

With the rising market competition, brands are under extreme pressure to identify and pursue new sources of growth that may be internal or external to the core business. Fastest growers in any industry are those that develop new products or services while maintaining their baseline capabilities. One way to achieve this is to create a dedicated new-ventures unit in the company that examines and identifies new growth opportunities for the company. Another way to do this is by partnering with start-ups that can provide a larger pool of opportunities in terms of emerging technologies and innovation.

 Building an agile operating model

Building marketing strategies to attract new age consumers have become extremely challenging. As a result, now brands are even taking inspiration from companies in other sectors to innovate their operations. The concept of agile is one such strategy that has originated from software development wherein small, self-organizing, cross-functional teams that work towards specific goals by breaking down large tasks in smaller units, assigning responsibility to team members, and constantly reviewing progress. Agile operating models can help identify profitable opportunities in real-time, rapidly deploy tests, evaluate results, and constantly reiterate.

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marketing strategies

Marketing Strategies for Expanding Your Business into Europe: Key factors to consider

Since 2014, there has been a tremendous marketing transformation in Europe. Amidst this, marketers are having a tough time perfecting their content marketing strategies to engage European customers. Successful market strategies are those that are highly responsive to different environments. There might be substantial variations in the focus, aims, and techniques of marketing over time, making it imperative for companies entering the region to understand the existing disparities and to respond to them with effective marketing strategies.

With several years of experience across various industries, experts at Infiniti Research have used their expertise in assisting global clients to successfully meet their business and marketing goals. Request a free proposal to know how we can help you!

What is a marketing strategy?

marketing strategies

Marketing strategies combine a company’s marketing goals into a comprehensive plan to achieve them. Effective marketing strategies should include market research and focus on the right product mix in order to maximize profit potential. Top companies around the globe have realized the importance of marketing strategies in identifying the best customers and understanding their needs. Moreover, it also helps businesses gain a competitive advantage over their rivals in the industry.

Creating a marketing strategies for the European market

Understand the customers

It is often observed that B2C companies are ahead of the curve when compared to B2B companies in exercising effective marketing strategies, especially on social platforms. However, considering the fact that today both customers and businesses have an active presence on online channels, B2B companies must also lay more emphasis on enhancing their marketing strategies. Furthermore, European customers are known to be highly dependent on digital devices either to make a purchase or research about a product/service that they are interested in. So, companies must begin by creating content that their target audience is searching for. This can be done by gaining insights from the sales and customer service teams about what makes customers dissatisfied. Companies can also set up a social media monitoring dashboard to better monitor keywords, interests, and brand mentions.

Create a targeted approach

Modern companies must not overlook the fragmented distribution ecosystem, rather they must create a highly targeted and specific approach for each channel. In the US, for instance, companies have already understood the importance of this and are implementing more targeted marketing strategies when compared to their European counterparts. In this era of immersive content, companies in Europe must look at ways that they can enhance their marketing efforts by enhancing user experience through the use of advanced technology.

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Understand the nature of market

Certain marketing strategies often do not work as well in Europe as it does in countries like the U.S. Furthermore, one marketing strategy may not be effective across different countries in Europe. Marketers need to understand Europe is not a homogenous market. One of the key challenges here for companies is to understand the local language, the market maturity and the buyer behavior of Europeans. In most cases, highly localized content and marketing strategies that are suited to specific regions in Europe prove to more effective. European marketers sometimes make the mistake of creating and rolling out the same content across Europe without adapting their content to the specific target market and buyers in the specific countries. The best marketing strategies are those that adapt to the changing needs of customers. For instance, a buyer of office furniture looks at office furniture differently when compared to a customer for the same product in the Netherlands or the UK.

Marketing automation

One of the biggest differences between the marketing strategies used in the US and Europe is that in the US, companies are looking at how marketing automation rapidly steps up to the next level such as machine learning and AI. The EU market, on the other hand, is playing catch-up on this front, and the gap between adoption and the technical offering is getting larger.

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Ask Me Anything: All You Need to Know About Integrated Marketing

Today, with so many delivery channels available, how do you know which marketing channel works the best? The answer is simple – you don’t. Therefore, today, the best shot for success is to have a multichannel approach to marketing. This ensures that you are in the same space where your customers are. While planning your marketing strategy, you need to consider a plethora of campaigns and channels to find the best one that suits your business. But over the past few years, with the emergence of new digital marketing platforms, there has emerged a need to integrate different marketing channels into one unified approach to drive business success. In this article, we have defined what an integrated marketing plan is, why is it needed, and how to develop a successful integrated marketing strategy.Contact US

What is integrated marketing?

Many businesses keep looking for a single strategy for marketing that can drive the best ROI for their business. But, the fact is that there is no single approach that can work today as there are diverse platforms available and customers keep on switching one channel with another. This is why businesses have a better chance of success if they adopt a unified marketing approach across multiple channels. This is known as integrated marketing. It is a strategic approach to combine channels of communication and create unified and interactive user experiences. This helps in targeting specific audiences across all channels. It is aimed at creating a robust customer experience that can answer all customers’ needs and engages them with your business throughout their lifecycle.

Why is an integrated marketing plan needed?

An integrated marketing plan is needed for the following reasons:

  • To offer user-centric and personalized experience to customers
  • To gain detailed insights into customer interests and behavior
  • To keep an eye on the strategy of your competitorsRequest Proposal
  • To bring changes to your own marketing strategy in accordance with the ongoing trends
  • To design an effective marketing campaign that can give a good ROI

Building an integrated marketing strategy  

#1. Determine the correct metrics to track

To check whether your marketing campaign is yielding the desired outcome, the best way is to first determine your objective followed by the right metric. This helps you to understand what you need to accomplish. For example, if you are aiming at increasing brand awareness, start monitoring your web page and traffic that your website gets. You need to track how engaging your content is on social media and if at all your audience is showing their interest in it. You need to set a weekly or monthly target and achieve it.

#2. Back up your strategy with marketing automation

Marketing automation can help you put the right content at the right time at the right platform. This can further help you to position your brand better and, as a result, there will be an increase in conversions. The right technology helps you to simplify your marketing strategy, efforts, and prevents you from wasting time and resources on things that are not helpful for your business.

#3. Enhance your customer experience  

An integrated marketing plan helps you to engage with your customers not only at specific touchpoints but right from the beginning of their journey till the end. Look out for every opportunity to connect with your customers before and after the sale.


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