If you’ve taken a look around, you might find that most marketing campaigns these days sit solely on digital platforms, be it social media, microsites or any other online medium.
It makes sense. Out of Singapore’s population of around 6 million, 5.84 million of them are internet users. So tapping on digital platforms can go a long way in fulfilling your marketing objectives such as branding in Singapore. But does that mean we can do away with all forms of traditional communications, such as print or television? In other words, is the idea of integrated marketing communications – the discipline of unifying a brand’s messaging across various mediums to reach audiences – becoming a thing of the past?
How it all Began
Integrated marketing emerged in the 1900s when industrial companies combined direct mail with traditional sales. It was the idea of using print media to connect interested parties to sales people in order to maximise conversion. With technological advancements, communications such as TV and radio came into play, and integrated marketing evolved into a cornerstone of the then-modern marketing strategies, and was utilised across various industries from retail to finance. The result: the impact of marketing campaigns was undeniable, while its costs were minimised. Its effectiveness made it a ubiquitous practice.
Now with the likes of AirBnb and Uniqlo tapping on digital-only mediums to great success, one wonders if integrated marketing has given way to purely digital campaigns.
An Evolution
The truth is, traditional marketing strategies may no longer suffice. Digitisation has become an inevitability, owing to its ease of use and effectiveness. Print and radio, while still relevant, has settled into a kind of niche, and can be strategically tapped on to invoke nostalgia or as a refreshing “eyebrow-raiser”. All told, they’ve largely given way to social media, influencer marketing, and even AI marketing such as AI chatbots for websites.
The idea of integration nowadays largely revolves around tapping on various online mediums to deliver their message to a digitally engaged audience. And simply put, it works. Here are some examples of pure online-only campaigns that made a splash:
Nike’s #JustDoIt
Mediums: Social media, influencers, online communities
Leveraging on their evergreen and eternally unforgettable slogan and turning it into a hashtag, Nike tapped on social media and online users to share their fitness journeys using #JustDoIt. This has resulted in a wealth of authentic content that resonates with consumers and drives brand loyalty.
LEGO’s Rebuild the World
Mediums: Online video, microsite, social media, influencers
LEGO’s “Rebuild The World” campaign employed creative storytelling to highlight the brand’s values and connect with consumers. The integrated campaign featured a captivating video, a dedicated microsite, and interactive social media content. LEGO collaborated with influencers to produce original content aligned with the campaign’s themes.
Spotify’s Wrapped
Mediums: Email marketing, user data, in-app notifications, social media
Spotify’s annual “Wrapped” campaign taps on user data to generate personalised, shareable content that showcases each user’s distinctive listening preferences. The campaign incorporates email marketing, in-app notifications, and social media, prompting users to share their Wrapped story with their network. This data-driven strategy fosters user engagement and reinforces Spotify’s reputation as a customer-focused brand.
Getting with the Times
While integrated marketing campaigns are still a necessity, its face has changed. By coordinating your marketing efforts across various online channels, you can create a more impactful and effective brand experience. The goals of integrated marketing are still in place – brand coherence, customer experience and ROI – but the mediums to achieve these have evolved.
For All Your Integrated Marketing Needs
At I Concept Singapore, we as a fully integrated creative agency are specialised in helping your brand reach hearts and minds, not just in the outdoor space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web development and design, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape. Our team of experienced creatives can help you develop a strong brand identity and create marketing campaigns that deliver exceptional results.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative OOH campaigns. By working with a creative agency like iConcept, these businesses can develop compelling brand strategies and create visually striking outdoor advertisements that resonate with their target audience. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
Contact us today!
