The Power of Consumer Centric and Integrated Marketing

Over time, the job of media planners and marketers has only become tough with the availability of data and advent of new technologies. In digital marketing, the concepts of measurement and tracking have been sold so much that marketers tend to forget the main campaign objective and blindly choose platforms. They forget that making a good strategy is not about choosing the latest trend in the market. It is about churning the available resources to create an integrated marketing campaign and target the right consumers.


We know that marketing is all about targeting your audiences in the right place and marketing strategies can differ from business to business. However, one thing common across all consumers and brands is that consumers share their offline experiences on online platforms. Hence, its becoming more and more important for marketers to integrate their offline and online marketing strategies. Also, making offline and online strategies in silos not only proves expensive to the brand but also confuses the user regarding the brand image.


Marketers are now realizing the importance of integrated marketing

Sometimes marketers forget that their customers are used to consuming advertising or content in a particular way which is mainly via traditional advertising. Replacing this with completely new tactics would be demanding too much from the consumers. Without denying the brilliance that digital advertising offers such as sharp targeting, customized ads, cost efficiency, data analytics, customer insights, etc. the impact, reach and scale that traditional marketing offers is not replaceable and as marketers we must not forget that . The money spent on TV advertising still form a major part of spends for advertisers with spends on digital media being the 2nd platform (see below table)


Most marketers now believe that digital and TV spending are not cannibalizing each other but are in fact supplementing each other to create an impactful campaign. A recent study found out that 69% of media agencies will now plan video campaigns holistically across all platforms. 54% of advertisers looked at holistic advertising as they gain from both TV’s vast reach to digital’s measurability making it a win-win situation for the marketers.


How Integrated Marketing helped the FMCG sector drive incremental reach


One of the best examples of integrated marketing in the recent times can be taken from the FMCG industry which has started considering YouTube as another TV Channel in their traditional media plans.


YouTube (YT), the 2nd largest search engine, gets traffic of 85 million people in India and 80% YoY watch time growth. There is no doubt that more and more advertisers are now spending on YT and choosing to place their video assets there; sometimes even before they launch the ads on TV. Most of the FMCG brands in India have now completely changed the way they plan their media campaigns.


Since the main TG for these brands is the youth in the range of 18-34 years, YT becomes an extremely important medium for them since their TG spends a lot of time watching videos on YT. As per a consumer barometer study, 6 out of 10 consumers are watching online video on their smartphones. This makes it necessary for brands to be present on these mediums and engage their TG. Brands shave also seen some great results from ads placed on YT videos and allocate good budgets while planning for video campaigns. Google claims that brands should be allocating 6 times more budget on YT than they currently do. However, in comparison with TV the reach and impact of YT still remains a question mark. To solve this, brands have started treating YT as just another TV channel in their media plan. Offline and online teams work together and optimize the standard plan by replacing the non-efficient TV channels with YT. YT offers more reach than a few of the niche channels combined and also proves to be more cost effective.


This is a perfect example of blending offline and online expertise and getting the maximum effectiveness for your campaign. Few brands have seen as high as 20% incremental growth from this type of planning compared to the conventional way of planning.


Several other ways of integrated media planning are available and one thing that marketers or ad agencies usually forget to do is to use offline data to better target digital media campaigns to the consumers.


With the micro targeting options available on platforms like Facebook and Google, marketers should take advantage of this. They should try and test multiple consumer profiles on platforms like Facebook. These best performing consumer profiles should be replicated even on the offline channels to ultimately expand the customer base. This will be a backward mechanism where brands can discover new audiences using online channels to target them via offline channels.


 It’s clear that marketers should start thinking from a consumer point of view and try to optimize their media plans to get the best results. Having worked in the domain of digital media for 6 years, I can conclude by saying that every medium will have its pros and cons and it is the marketer’s responsibility to create value for consumers by creating the best consumer centric strategy using the power of integrated marketing.