Integrated Marketing Trends and Strategies 2018

Integrated Marketing 2018: Strategy and Trends


Build a better small business with these Integrated Marketing strategies and trends

We will be covering experiential marketing, paid engagements, and content marketing and how they will play a big role in how your business drives more traffic leads and sales for 2018.

As we know with the start of a new year many plans and ideas come to fruition and when you are a part of a small business trying to scale.. There tends to be way too many choices and not enough focus on what really matters.

Let's start off here with a quote that really hits on a process that small businesses NEED to scale…

"Prospecting is the most difficult part of the sales process for sales people"

State of Inbound

Experiential Marketing 


So, with that in mind let's take a look at how experiential marketing will play a larger role in the mix.

Experiential marketing is also known by other terms such as engagement marketing, participation marketing or even event marketing.

So what exactly is experiential marketing about?


Directly engaging your consumers.

And it’s more than just pushing your message out... It’s in essence a co-creation of marketing material.

But, here’s the thing, in order for it to be effective you need to understand your customers.

Brands looking to connect with consumers on a more emotional level need to look into this type of marketing more.

Audiences should be engaged in the sales process when they want, and by which channels they prefer.

“In 2018, we’ll see more brands turning to experiential marketing to drive on-site engagement, capture brand content (through photos, video, commentary) for other marketing campaigns and influence sales.”  Forbes

A cool example of experiential marketing is Jones Soda.

They allow customers to send in photos that will then be printed on bottles of the soda. These photos can be put on a small order of custom-made soda, or, if the photos are interesting enough, they can be put into production and used as labels for a whole production run.

This strategy is effective at getting customers to co-create the product, and engaging customers with the brand.

Paid Engagements

Targeted experiences are important and this is why paid advertising is such an exciting avenue to pursue. As a small business owner successful paid engagements make you focus on targeted ads that have a specific purpose in mind.

Focusing on your most important money drivers is your aim.

As a small business it’s easy to keep adding to what you have.. But think about what product/ service helps your customers the most, then make it easy to understand why your traffic should engage with it.

Once you have narrowed down your focus ( your target audience and core offering ) focus on using some sort of paid advertising.

For Example: You can use a landing page that also engages your audience with a retargeting campaign. Drive traffic to your landing page by getting some great social posts created and run a face book or Twitter ad to the page.

Content Marketing


For small businesses content marketing is a major avenue to pursue especially if you want to generate more targeted traffic and leads.

Yet many small business owners are creating content at a faster rate without considering how much of an impact the distribution of their content matters.

How many times have you created a great piece of content and heard nothing but crickets?

The solution is to create an outreach process that each piece of your content goes through. Think about what channels you’ll need to push your content out through in order to create engagement with your target audience. 

“By 2020, online videos will account for more than 80 percent of all consumer internet traffic. Bringing video content into your marketing strategy might seem like a big undertaking, but you can (and probably should) start small. It doesn't have to be the sole focus of your budget or even the biggest portion of it to be valuable.”  John Hall - Forbes

Review Your Small Business Goals for 2018

So what do these 3 tactics and trends mean for your small business?

Ultimately, this all leads to personalization throughout the sales funnel.

"I believe that in 2018, digital will no longer stand alone as a separate discipline. We will see it become more integrated into real-life experiences and the two will become seamless. We have started to see this in professional sports and arena events where the online experience begins prior to the event and continues during the event. I expect to see marketers experiment with this in 2018."

Lisa Allocca, Red Javelin Communications

Act on the rising trend of experiential engagement marketing, paid engagements and video content by focusing on ways your small business can really integrate your offline to online presence in order to engage your target audience throughout the sales process. 

Get in touch with us to talk about how your business can utilize and integrated marketing system.

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(Last Updated On: January 8, 2018)

About the Author Matt Castineiras

Growing companies digitally is my passion. #Marketing, #Digital #Design, is what I am about @goldminddigital

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