We live for integrated Marketing Communications

Depending on your brand, in Zimbabwe it would be almost impossible to run a purely digital campaign. Instead what we find from a lot of our clients is that they usually prefer to run an above the line campaign.

Above the line is the tried and tested go to market plan for most Zimbabwean businesses. However, is it enough? No. Today whenever we meet with our client, no matter the brand, no matter the budget, our due diligence is to recommend an above the line campaign integrating digital.

We will share with you some of our best kept secrets on how we walk the journey with our partners.

We place value on the 4cs – Coherence, Consistency, Continuity and Complementary.

1. Coherence– while we may have different communications in different channels – are they logically connected?
2. Consistency– with numerous messages, we support and reinforce, and ensure they are not contradictory.
3. Continuity– communications are linked and consistent.
4. Complementary– synergistic, or the sum of the parts is greater than the whole?

If a brand fails to integrate its marketing offering it can result in a conflict of messages. And you completely miss the consumer and a loss of trust. So, what your consumer sees Above the line, should also be consistent throughout your online offering.

Be on the lookout for our next post where we discuss the role digital plays in an integrated campaign.