7 Ways to Create a Successful Integrated Marketing Campaign

Marketing experts share their strategies for developing a successful marketing campaign in today's multichannel, mobile, social-media-driven world.

Today, marketers have more choices than ever regarding how and where to promote or advertise products and services. In addition to traditional methods, such as print advertising and direct marketing, you have email marketing, Web-based advertising and multiple social media sites, such as Facebook, Twitter and YouTube, as well as mobile marketing.

And as many businesses have learned the hard way, what works in, say, traditional print marketing, does not work as well (or at all) on the Web or social media sties -- and vice versa.

While there is no one sure-fire formula to creating a successful integrated marketing campaign, there are steps that businesses and marketers can take to maximize viewership.

Step 1: Have a clear understanding of who your target audience is. "It's important to clearly identify [who your target audience is by] both demographic and psychographic (attitudes, interests and behaviors), to help develop key messages and to identify the best communication channels to reach them," says Linda Pophal, marketing communication consultant, Strategic Communications.

Adds Yusuf Bhana, digital marketing manager, TranslateMedia, ask yourself, or your marketing team: "Who are your target customers? What are their motivations? How do they like being communicated to? Which newspapers or magazines do they read and which sites do they visit regularly? Which channels are they using? [And] if they're using social media, what are they talking about? All these questions need to be answered before developing your integrated marketing strategy," he says.

Step 2: Pick your channels. "Not everyone needs to be on Facebook, or in a magazine," says Bhana. "In addition to asking, 'Which channels do my customers use?' ask yourself 'What are the channels' strengths and weaknesses? How will they help me reach my business objectives?'" he suggests. "Be ruthless in selecting (and rejecting channels). It's better to concentrate on the more effective channels than trying to be everywhere all the time."

Step 3: Have a consistent look. "Make sure your visual identity is consistent," says Andrew Stanten, president, Altitude Marketing. "Visual identity is far more than your logo. It entails having a common overarching design (look and feel), style of photography and graphics, consistent logo treatment [and] common colors and fonts," he says. "Everything should look as if it came from the same [company]. A person reading an e-newsletter or brochure should see an immediate visual connection when visiting the website."

[Related: 10 Mobile Marketing Tips for Small Businesses
Australian marketers don't get cross-channel marketing
5 steps to conquer multi-channel marketing]

Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels."Because it can take more than five impressions for an individual to recognize a brand or specific marketing message, follow the three Cs for marketing messages," says Justin Honaman, partner, Consumer Goods, and retail national practice leader, Teradata, which specializes in data-driven marketing. "Communications [i.e., messaging and offers] must be clear (not [filled with] confusing in words/phrases), compelling (interesting and/or topical to the receiver) and consistent (regardless of channel -- Web, phone, in-store, mobile)."

In addition, "every piece of content you develop -- a blog post, case study or video -- [should be able to be] used in as many places as possible," says Stanten. For example, you should be able to take a case study and "use it in your newsletter; post an excerpt on LinkedIn; tweet a series of informational nuggets from the piece; [and use it to] pitch [an] idea -- or the case study itself -- to a publication."

Step 5: Ensure that your messaging is integrated.Make sure each element of your marketing campaign "is set up to drive traffic to your ultimate target, whether your target is a website (for purchases, reservations, email newsletter subscriptions, blog RSS subscriptions, etc.) or a social network like Facebook or Twitter (for engagement)," advises Tracie Broom, partner, Flock and Rally, an agency that specializes in integrated marketing communications.

"Include links to this online real estate in press releases and on select marketing collaterals," she continues. "Simply including a client's Twitter handle on printed materials can help influencers connect more easily with the brand and spread [the word on] their networks," Broom says. In addition, "URLs and usernames should be as uniform as possible, e.g. @FlockandRally, FlockandRally.com, etc.," she says. And be sure to use the same keywords and phrases throughout your integrated marketing campaigns.

Step 6: Make sure your marketing teams/agencies are working in sync. "If you have multiple members of a team working on disparate projects within the same integrated marketing campaign, facilitate team meetings to ensure all members are on the same page, the message behind the campaign is consistent and to manage company brand standards across the campaign," says Lauren Witte, associate director of Marketing at law firm, JacksonWhite, P.C.

Similarly, if you are using different agencies to produce different aspects of your marketing campaign, make sure there is someone in-house to monitor and coordinate their efforts, to ensure your branding has a consistent look and feel across channels.

Step 7: Don't forget to track your campaigns -- and coupons. "The most important aspect of any campaign, and most especially integrated campaigns, is putting the proper analytics and attribution methods in place to really understand how you're achieving conversions and/or results," says Dylan Whitman, cofounder, Brand Value Accelerator, a digital marketing agency.

"Specifically, for those looking to use digital to drive in-stores sales with coupons, using a tracking platform that generates unique barcodes with every coupon printed and then allows you to receive data back from retailers and coupon clearing houses about which corresponding campaign segments are performing best from an ROI standpoint," Whitman says.

"This, Whitman says, is a no-brainer approach that very few brands are using, including some of the larger brands in the market."

Jennifer Lonoff Schiff is a contributor to CIO.com and runs a marketing communications firm focused on helping organizations better interact with their customers, employees, and partners.

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in