Your Marketing is Integrated, but is it Synchronized?

Integrated marketing is a very powerful strategy, but simply integrating your marketing, social media, demand generation, web site, etc. is no longer enough. If you want to succeed in today’s fast-paced, digital environment, you not only need to build on the success of your integrated marketing approach but also enhance it with “synchronized” marketing.

We live in an increasingly connected world. A world in which every marketing message can be used to link across multiple platforms. The connected nature of the modern corporate world means that the static integrated marketing model is no longer enough to guarantee success.

In many ways, integrated marketing has become just another buzzword. Many executives use the word without a clear understanding of what it means and how it should be used. A simple Google search reveals the extent of the integrated marketing hype. Google returns almost 10 million results – some of them offering questionable advice for business owners and marketing executives.

The fact that today’s marketing is applied across so many different platforms means that the traditional integrated marketing model is a bit dated. Thanks to the influence of social media and a 24/7 world, it is no longer possible for marketers to accurately predict where the conversation they start will ultimately end. The marketing messages they so carefully craft bounces its way across the Internet, landing on LinkedIn, Facebook, Twitter and a host of other sites before finally coming to rest.

Integrated + Synchronized Marketing

It is into this world that the concept of synchronized marketing has emerged. Synchronized marketing takes the integrated marketing approach one step further, setting the brand free and allowing it to essentially “amplify” in a disciplined manner across all the sales and marketing channels to reach consumers through a multitude of different disciplines – from social media, advertising and public relations to marketing, sales presentations, and even company literature. This synchronized approach allows marketing to reach the the customer no matter where they are or what they are doing.

If you already understand the integrated marketing concept, synchronization simply takes it to the next level. One of the best ways to successfully synchronize your marketing is to always keep the dialogue going with your customers.

Social media and the wider Internet can be used to your advantage. The conversation no longer ends when the sales call is over – it can continue on your Facebook page, LinkedIn, Twitter, and a myriad of other venues.

Modern companies want to connect with the brands they use. They are not content to be passive consumers – they want to feel that they are part of the conversation. Synchronized marketing allows you to continuously connect with your customers and keep your brand at the forefront of their minds. The conversation you start on LinkedIn or Facebook can easily move to Twitter, even without additional input from your marketing department. If you craft your marketing message right, you could find yourself trending on Twitter as customers connect with your Facebook posts and share them with their friends.

The great thing about synchronized marketing is that it is not the exclusive province of the marketing department. Your employees can be a huge resource in your marketing strategy.

Smart companies have always realized how vital their employees are to the amplification of their message and their brand.  That realization has only grown with the birth of social media. Employees who are happy in their work and proud of the company they represent will be your best friends in the world of marketing.

Integrated marketing was and remains a powerful concept, but it is no longer enough by itself. Smart companies are looking beyond integration and synchronizing every part of their integrated marketing strategy.

At Leadit Marketing, we know that great marketing drives revenue. So we built an entire company around best in class demand generation programs and strategies to generate the highest quality leads for your company. For more information about our services contact us at [email protected].