What is integrated marketing?
As a full-service agency, our teams work together to deliver efficient solutions for clients. Why shouldn't your marketing do the same?
We approach marketing in a strategy-focused approach, aligning with your wider business goals.
The key aspects to integrated marketing are:
- It is an ongoing, strategic business process, aligned with your whole-business strategy
- There are many audiences that are an important part of the marketing process
- Internal audiences such as employees are an important part of the marketing strategy
- Accountability for and measurement of outcomes is as important as the marketing itself
If neat and tidy definitions are your thing, in a nutshell:
Integrated Marketing is a strategic business process used to plan, develop, execute and evaluate co-ordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.
~ Belch, G. E., & Belch, M. A. (2014). Advertising and promotion: An integrated Marketing communications perspective (10th ed.).
Why integrated marketing?
There are many reasons why we use this approach in delivering marketing solutions at Virya Group.
- Integrated marketing offers the most cost-effective solution in today's arena
- Uniting fragmented marketing efforts under a results-driven strategy ensures focus, accountability and efficiency
- Clear performance indicators ensure a commitment to delivering outcomes that matter
- Working from a basis of integration, each marketing effort reflects and amplifies the other
How does it work?
At Virya Group we offer a flexible pricing strategy which allows our clients get the most value from their budget. We offer five standard service packages:
|Plan||Monthly investment||Points available|
The work carried out each month is customised to meet the needs of your business, with each task or activity being assigned a 'points' value (e.g. a blog post might equate to 3 points) based on the value and return on investment this brings to your organisation. You know exactly what you receive each month, avoiding hourly fees which result in you paying for agency inefficiencies.
Point totals are consistent regardless of time invested, ensuring you receive the full value from each pound spent. We collaboratively discuss and agree point allocations at the start of each month and before each sprint period, allowing for more efficient and accurate forecasting while permitting a degree of flexibility to respond to emerging needs.
What activities can be included in marketing plans?
Any of the variety of activities associated with marketing are available for inclusion, subject to your budget cap.
It is not possible to conceive of every possible marketing activity you may need, but below you will find a snapshot of common features.
While points may vary based on actual scope of the activity, this provides a general indication of the tasks that can be incorporated into your monthly marketing plan.
|3-part Lead Nurturing Email||6||Each|
|Scheduled social shares (15)||2||Each|
|Social Monitoring and Engagement||4||Monthly|
|Landing pages - new design||15||Each|
|Landing pages - existing design||2||Each|
|Premium content (e.g. eBook)||30||Each|
|Copywriting (per article)||2||Each|
|Monthly report and forward plan||8||Monthly|
|Campaign creation (per network)||30||Each|
|Advertising campaign management||8||Monthly|
|Prepare and distribute press release||2||Each|
|Editorial feature (source, curate and supply)||6||Each|
|Consumer promotion and product placement opportuntiies||6||Each|