Integration is the art of ensuring all promotional tools work together in harmony. However, in the modern era of multi-screen marketing, integrated communication strategy has become more complicated. Here are Momentum we have a new motto; integrate, don’t duplicate!
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Horizontal integration
Horizontal integration co-ordinates all elements of the marketing mix, in order to achieve best results. In order to effectively deliver key messages; online tools and print must work in harmony with no duplications. Adopting technologies such as NFC or using iPads at events to collect data, feeds CRM, which in turn informs marketing strategy.
See where we’re going with this? It’s a bit like the circle of life, but for marketing.
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Vertical integration
Vertical integration is all about ensuring key messages such as mission statements or USPs are consistently present throughout all communications. This could be as simple as keeping your mantra, your social bio and branded hashtags consistent. Strengthening brand identity through the delivery of consistent messaging. Keeping your handles, hashtags and mission consistent is the ONLY duplication allowed!
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Internal integration
Everyone at Momentum Social is the proud owner of their own personal brand. However, everyone is integrated under the Momentum Social umbrella, pooling our skills to achieve success for clients. Internal integration is vital to ensure everybody is working towards a common goal on every project, with every client, always.
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External integration
As an Agency, Momentum succeeds by offering external services, with the ability to work seamlessly with brands and clients. To achieve this, we research every client to become a functioning arm of the brand. Managing client relationships and maintaining regular communication is essential to ensure integration.
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In conclusion, maintaining relationships, consistency and ensuring all promotional tools work in harmony creates the strongest chance of success. Communicating the company mission and corporate messages not only requires the alignment of PR and marketing, but the team or agency to work as one.
