Here is what Alexander Tarasenko, CEO of the media advertising agency Method Media, thinks about it.
In today's business environment, where competition is high and consumers have become far more demanding, strategic management of advertising and communications turns into a key success factor. Companies — especially in the technology sector — face rapidly changing trends. And only flexible, well-considered marketing strategies help them stay confidently afloat.
Focusing exclusively on cheap leads is a dead end. Such an approach not only narrows the opportunities of the business but also undermines the long-term value of the brand, limiting its potential both in developed and in new markets.
Why integrated marketing works better
Effective branding is not just a logo and a slogan, but a system of communications that builds awareness, emotional connection and clear positioning. Companies that invest in integrated marketing inevitably get:
- Growth in market share.
- Higher customer loyalty.
- Increased ROI (return on investment).
According to McKinsey, strong brands delivered twice the return to shareholders over 20 years compared with the average of the MSCI World index.
Integrated marketing communications (IMC). How it works
IMC is the synchronisation of all promotion channels: from classic advertising and PR to digital marketing and social media. The main task is to create a single, consistent brand image that the audience will remember.
Key advantages of IMC:
- Budget optimisation — integrating channels reduces customer acquisition cost.
- Emotional engagement — consistent messages strengthen the connection with the audience.
- Flexibility — the strategy can be quickly adapted to market changes.
Five long-term benefits of strategic brand investment
- Awareness equals trust. Consistent advertising builds stable associations with the brand. McKinsey found, for example, that strong brands are 96% more resilient in a crisis than average players.
- Image matters even in B2B (people are people). Brand matters in corporate procurement too: 700 buyers from the US, Germany and India confirmed that they choose proven suppliers.
- Users choose the "familiar". 82% of customers click on a known brand in search results even when it is not at the top. Among younger audiences the figure reaches 91%.
- Trust lowers purchase barriers. Inconsistency (sudden website redesigns, for example) raises the bounce rate. Consumers value predictability.
- Independent reviews work. Certificates, ratings and reviews reduce customer anxiety and simplify the choice.
Conclusion: a brand is an asset, not an expense. Companies such as Apple and Coca-Cola have proved it: a strong brand means stable sales plus a loyal audience.
What to do right now
- Invest in awareness and reputation, not only in lead generation.
- Use integrated communications to align your messages.
- Track long-term metrics (NPS, loyalty, market share).
Strategic marketing is not just spending — it is investment in future profit, resilience and market advantage.