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How to Overcome Integrated Marketing Challenges in 2022

by Tanya November 12, 2021

The digital marketing industry is always evolving.

Consumers are now ad-blind, savvy, and in control.

The generic ‘buy this now’ marketing messaging risks being overlooked and ignored if they are not relevant to consumers’ needs and wants.

What is integrated marketing?

Integrated marketing communications is a process that joins all aspects of marketing (across owned, paid, earned media) to achieve a common business goal.

Integrated marketing brings consistency and continuity to brand messaging that is centered around the customer’s needs.

Why is integrated marketing so important today?

It’s because a consistent message has a better chance of cutting through the ‘noise’ as it reduces the ‘misery of choice’ consumers feel today.

Also – carefully linked multi-channel messages in a planned sequence also help customers move comfortably through the stages of their buying process.

6 main challenges of integrated marketing in 2022

Integrated marketing is constantly influenced by external factors that businesses must adapt to if they’re going to keep their heads above water.

The task of wrapping everything you want to communicate together in one, neatly marketable package makes it all the more challenging.

Below are 6 challenges of integrated marketing and communication that brands should prepare for in 2022 (and beyond):

1. Consistency, continuity, and predictability

In 2021, consumers reported that their biggest qualm with businesses was their lack of consistency and continuity.

Consistency, continuity, and predictability have become the pillars of modern marketing strategies.

2. Keeping up with changing consumer demands

As consumer culture evolves and new trends continue to emerge, those in the integrated marketing industry get tasked with the hefty responsibility of keeping up.

As Gen Z grows older and starts developing more spending power, marketing firms will need to pay strong attention to the consumer patterns, behaviour, and demands of people within this generation.

In 2022, social change is occurring at such a rapid pace that integrated marketers may struggle to stay ahead of the curve.

3. Managing multiple platforms at once

Another challenge for brands is keeping up with platforms, skills, and software required for providing that continuity.

We all know the struggle of juggling multiple online platforms. It’s overwhelming.

Integrated marketing requires a deft understanding of multitasking, which is, fortunately, something that the average Millennial excels at (thanks, Internet).

Integrated marketers need to understand how to manage a wide variety of different platforms at once.

4. Standing out from the competition

Despite a struggling global economy, online businesses are popping up at a rate never seen before. This means competition is steep—and getting steeper by the day.

Integrated marketing strategies involve building continuity across multiple platforms in a way that is distinct and recognisable for new consumers.

Staying relevant, fresh, and individualistic is the goal.

5. Remaining authentic and meaningful

Consumers are no longer satisfied with mere products and services. Millennials want meaning behind their purchases.

This shift is a reflection of the times.

As people become accustomed to hyper commercialisation being all but shoved down their throats, authenticity has become a welcomed palate cleanser for consumers.

Those working within the integrated market and communications industry will need to do what they can to tap into that demand.

Creating content with meaning isn’t easy, especially when consumers are quick to make their own judgments about whether it is genuine or not.

The challenge here is finding the balance between corporation-enforced crowd-pleasing and genuine sincerity.

6. Navigating budget restrictions

The pandemic, along with various other catalysts (politics, student debt, climate change… the list goes on), have left the world in a tough economic position.

That means companies will focus on rebuilding and calling for budget cuts wherever they can.

Those who lack awareness of the importance and relevance of marketing strategies could look to this department first.

How to overcome integrated marketing challenges

Integrated marketing can create a competitive advantage, as well as boost sales while also saving money.

Think customers first.

Wrap communications around the customer’s buying process.

Pick the right channel for each buyer stage.

Develop a sequence of marketing activities that help the customer to move easily through each stage.

But how to achieve it all and where should you start?

Firstly – you need to be aware of what you need to get you where you want to be [hopefully the 6 challenges above helped with that ;)]

The next steps would be figuring out what skillsets would you need to hire to fill the knowledge gaps and hire the right team.

I’d recommend hiring people or an agency that has done exactly what you want to achieve, ideally in your industry.

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Tanya

The first Millennial blogger in the UK. Twitter @_luckyattitude

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