Advertising is more competitive than ever. It’s one of the most disrupted industries in the world.

Many organizations find themselves grappling with a particular problem at one time or another – that of cobbling together disparate advertising campaigns.

The good news is there’s a better and more cost-effective way.

Yes, you heard that right. There’s a more meaningful way to help you reach your target audience with a cohesive, integrated approach that makes your campaigns more personalised, automated, immersive, experiential and measurable.

Integrated advertising.

Savvy advertisers strongly espouse an integrated advertising paradigm. Hence, there’s a need for brands to spread out their spending to different channels to build consistency in communications and maximize reach. 

There are many good reasons for your business to look into it.

Below, let's review the top 3 benefits of integrated advertising.

1. Creates Consistency

Depending on various factors and people involved, the messages across your advertising campaigns are likely to get watered down with little or consistency in place.

If your campaigns lack a consistent theme and message, customers experience mixed messages across multiple touch points. This inconsistency can truly mar your mission to develop a synergistic and unique personality for your brand.

We love the brand Nike. Like most of you. Whether you watch their TV commercial or YouTube video or static banners or event sponsorship, you’d consistently come across their brand tag line ‘Just Do It’. Everywhere. Every single time.

Source: BrandingStrategyInsider

You can kick start your integrated advertising by creating a branding playbook with clear guidelines for maintaining brand voice and aesthetics across all customer touch points. Whether you create a digital ad, print ad or radio ad, you must ensure that you maintain consistency to help your target audience notice, remember, recall and buy into your brand.

2. Cost-effectiveness

There’s nothing worse than a scattered and disparate approach to advertising your brand. The lack of a single, unifying message is disastrous to your mission of brand image building and reinforcement.

When you embrace an integrated advertising approach, you remove unnecessary costs of duplicate creatives, different content copies, and other expensive initiatives for spraying different brand messages in disjointed campaigns across different touch points. A cohesive advertising strategy helps you save time and money.

A lean advertising campaign, with standardized branding and promotional collateral, design and print costs, maximizes your returns on advertising investment. In fact, there’s a direct benefit to revenue from integrated customer journeys.

As opposed to a scattergun approach, a consistent advertising approach will help you focus and concentrate your efforts to reinforce your market position and help your customers get to know and remember your brand.

Source: Techtree

Believe us, it’s a road less traveled. Although many brands include it in their marketing presentations, only a few are successful at creating core content, maintaining brand consistency across different channels and deliver value even before a customer makes the purchase decision. However, when done right, it can set your brand apart. After all, who doesn’t want a leg up on their competition, right?

Is it on Your Wish list for 2021?

We hope you’re pumped about launching your next advertising campaign in 2021 with full gusto and integrated advertising approach has made it to your priority list.

With that said, in case you’re looking for an integrated advertising solution that can help you get going, we’re happy to introduce you to HT AdWorks.

It’s Hindustan Times Media Group’s flagship programme created specially to drive your business growth through exciting advertising packages and solutions across its Newspapers, Radio channels and Digital properties.

To learn more, visit our website.