What are the best tools and methods for integrated marketing research?

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Integrated marketing is a strategy that aligns your marketing channels and messages to create a consistent and coherent brand experience for your customers. It can help you increase your reach, engagement, and conversions, as well as build trust and loyalty. But how do you create a marketing plan that incorporates integrated marketing principles and practices? In this article, we will show you what are the best tools and methods for integrated marketing research, and how to use them to design, execute, and evaluate your integrated marketing campaigns.

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Elia Ahadi

Unlock more time and profits with AI | Automate Leads | Optimize Content Performance | Create Irresistible Offers that…

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1 Define your goals and objectives

The first step in creating a marketing plan is to define your goals and objectives. What are you trying to achieve with your integrated marketing efforts? How will you measure your success? How do your goals align with your overall business strategy and vision? Having clear and specific goals and objectives will help you focus your research and guide your decision-making throughout the process.

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Elia Ahadi

Unlock more time and profits with AI | Automate Leads | Optimize Content Performance | Create Irresistible Offers that Sell
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Creating a marketing plan with the roadmap in mind addressing the 5 Ws - who, what, where, why, when at any given point will help rely the goals of the plan. Having the plan documented and updated often is necessary for continual alignment.

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2 Identify your target audience and segments

The next step is to identify your target audience and segments. Who are your ideal customers? What are their needs, preferences, behaviors, and motivations? How do they interact with your brand and your competitors? How can you segment them based on their characteristics and interests? You can use various tools and methods to conduct your audience research, such as surveys, interviews, focus groups, personas, customer journey maps, and analytics.

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Nicole Ow

Financial Analyst | Risk management & process improvement I CPA Aus
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In a diverse industry such as construction and b2b (business to business) context with project cycle 1-5 years , it’s important to consider: 1) upcoming segments by estimated project value 2) estimated project completion year (more realistic short and long term targets) 3) upcoming trends by segment and common preferences they prioritise (eg sustainability, health, product quality and pricing) 4) key decision makers as well as how each party influence decisions (owner, Architect/ interior designer, end users) Target segment information sources: 1) international magazines for target segment 2) local government websites - regulation changes/ building incentives/ statistics/ zone development 3) website/ social media analytics

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3 Analyze your internal and external environment

The third step is to analyze your internal and external environment. What are your strengths, weaknesses, opportunities, and threats (SWOT) as a brand? What are the trends, challenges, and opportunities in your industry and market? How do you compare to your competitors in terms of products, services, prices, quality, reputation, and customer satisfaction? You can use tools and methods such as SWOT analysis, PESTLE analysis, Porter's five forces analysis, and competitive analysis to conduct your environmental research.

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4 Select your marketing channels and tactics

The fourth step is to select your marketing channels and tactics. Based on your goals, audience, and environment, what are the best marketing channels and tactics to reach, engage, and convert your customers? How will you integrate them to create a seamless and consistent brand experience across different touchpoints? How will you allocate your budget and resources among them? You can use tools and methods such as marketing mix, marketing funnel, content marketing, social media marketing, email marketing, and SEO to plan your marketing channels and tactics.

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5 Implement and monitor your marketing plan

The fifth step is to implement and monitor your marketing plan. How will you execute your marketing plan and ensure that it is aligned with your integrated marketing strategy? How will you track and measure your performance and results? How will you adjust and optimize your plan based on feedback and data? You can use tools and methods such as project management, marketing automation, analytics, dashboards, and reports to implement and monitor your marketing plan.

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6 Evaluate and improve your marketing plan

The final step is to evaluate and improve your marketing plan. How will you assess the effectiveness and efficiency of your marketing plan and its impact on your goals and objectives? How will you identify the strengths, weaknesses, and areas for improvement of your marketing plan? How will you incorporate the lessons learned and best practices into your future marketing plans? You can use tools and methods such as ROI analysis, KPIs, surveys, testimonials, and audits to evaluate and improve your marketing plan.

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What are the best tools and methods for integrated marketing research?

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1 Define your goals and objectives

2 Identify your target audience and segments

3 Analyze your internal and external environment

4 Select your marketing channels and tactics

5 Implement and monitor your marketing plan

6 Evaluate and improve your marketing plan

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