For marketing and PR, the future isn’t interactive—it’s unified

You have a problem.

Your brand is launching a campaign targeting women in their 20s. Some know your brand; others do not. How do you engage your established fans while appealing to newbies?

Do you simply blast one message across a variety of platforms?

No, you don’t. Instead, you adopt the unified marketing approach.

For instance, you might build a rewards program for your loyal customers and send coupons to those new to your brand in the hope of winning their loyalty. All the while you’re reaching them through various formats: social media, traditional advertising, PR, etc.

“Unified marketing is about tailoring the right message to the right person at the right time,” explained Rachel Conforti, director of marketing at Definition 6. “It’s also about building genuine relationships—trying to evoke an emotional response between brands and people.”

Emotion and experience are central to the idea of unified marketing. As Definition 6 CEO Michael Kogon said in a blog post, “Having the same message is not as important as the same experience that a consumer has with a brand.”