This is the first article in a 10-part content series on Unified Marketing, which will bring to light collaborative marketing principles and successful strategies in areas including marketing, branding, PR, social media, mobile and other digital practices.
You have a problem.
Your brand is launching a campaign targeting women in their 20s. Some know your brand; others do not. How do you engage your established fans while appealing to newbies?
Do you simply blast one message across a variety of platforms?
No, you don’t. Instead, you adopt the unified marketing approach.
For instance, you might build a rewards program for your loyal customers and send coupons to those new to your brand in the hope of winning their loyalty. All the while you’re reaching them through various formats: social media, traditional advertising, PR, etc.
“Unified marketing is about tailoring the right message to the right person at the right time,” explained Rachel Conforti, director of marketing at Definition 6. “It’s also about building genuine relationships—trying to evoke an emotional response between brands and people.”
Emotion and experience are central to the idea of unified marketing. As Definition 6 CEO Michael Kogon said in a blog post
, “Having the same message
is not as important as the same experience
that a consumer has with a brand.”
Make no mistake, unified marketing is not the same as interactive, in which you send the same message across different platforms.
“With unified marketing, you’re aligning the planning and execution phase and connecting with the consumer at different touch points of the marketing funnel,” Conforti said.
Definition 6 is a unified marketing agency. In one example, Definition 6 used this unified marketing approach to help Mitsubishi Electric launch a campaign
that sought to reach two audiences—consumers and professionals.
To address these audiences, the agency built Mitsubishi Electric’s website with separate call to actions on the homepage addressing these personas. It also built media campaigns with varied messaging in banner ads, which had separate distribution channels to reach those key segments.
The result was a three-fold increase in the division's marketing budget.
Watch Definition 6 CEO Michael Kogon discuss unified marketing with PR Daily publisher Mark Ragan:
To help readers grasp the concept of unified marketing, Definition 6 has partnered with PR Daily
for a yearlong series on unified marketing. Each month, PR Daily
will bring you tips, lessons, case studies, and more, to help you better understand unified marketing. PR Daily staff will report and write some of the articles; others will be penned by experts at Definition 6, including:
• Michael Kogon, president and founder;
• Chris Thornton, chief marketing officer;
• Jon Accarrino, director of social media;
• Paul McClay, vice president of strategy and media;
• Mark Emery, mobile marketing strategist.
Look for the first article on Wednesday, when we delve deeper into Pinterest.
Definition 6 is a Unified Marketing Agency that creates brand experiences that unite brands and people in motion. Through imagination, innovation and insight, we execute ideas that deliver continued value across all brand interactions. For more information, please visit http://www.definition6.com.