Consistent messaging across channels

Integrated marketing is the application of consistent brand and tactical messaging across both traditional (e.g. in-store, direct mail, leaflets) and digital (e.g. website, social media, email) marketing channels to reinforce one another. By doing so, each effort builds upon the other.

An IAB study found that consumers viewing a consistent message across multiple channels increase their purchase intent by 90% and improve their perception of that brand by 68%.

An additional benefit on a cost level is that sending out messages across both traditional and digital channels results in a greater return on marketing investment.

Multiple Channels Consulted for the Purchase Process

The reason why this approach works so well is that consumers use multiple channels when they go through the purchase process, including search engines, websites and customer reviews as well as social media, blog posts, and mobile channels.

Blue Nile Research's study The Content That Compels People to Buy, discovered that more than 70% of those consumers surveyed use three or more channels to research and make a purchase.

Being consistent in messaging and actions across channels builds trust and confidence with your audiences. Of course, the flip side of this is that inconsistent messaging develops mistrust.

Product Information Management (PIM)

A PIM system such as PIMCore or Akeneo centralises product information. It is an online productivity tool that helps teams to be more efficient, improves data quality and keeps information and messaging consistent.

Rather than manually completing product information individually on a website, an app, for point of sale and in printed material each time it's needed, all data is stored in a PIM system. Data such as:

  • Essential product data
    SKUs, UPCs, names, titles, descriptions, etc

  • Taxonomy & relationships
    Categories, labels, variations, etc

  • Technical Specifications
    Measurements, materials, ingredients, warranties, etc

  • Digital assets
    Images, videos, documents, etc

  • Marketing Data
    Keywords, Personas, SEO elements, etc

  • Sales Information
    Prices, testimonials, customer reviews, etc

  • Design Specifications
    Style sheets, designer notes, assembly instructions, etc

  • Channel-specific information
    Google categories, Carriage descriptions, mobile descriptions, etc

  • Localised information
    Multi-lingual copy, translations, maps, etc

  • Supplier & manufacturer data
    Country of origin, address details, conditions, etc

This information can then be referenced in one place and exported for each channel. Images can be automatically resized and made fit for purpose - whether this is a 72ppi 1200px x 1200px file for Instagram, a 540px x 380px file for a product on the website or a 300ppi 3m x 1.5m file for an in-store checkout backdrop. Copy can be exported in the same way. Specifications can be set for each platform - 140 characters for Twitter, 500 words for the website or 90 words for a brochure.

It is recommended that BMMI Shops invest in a PIM solution and training for a member of the in-house team.

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