Lack of integration means more than half of marketers are missing out on substantial campaign ROI

Marketers not integrating campaigns effectively

There is a huge disconnect between marketers and consumers when it comes to effective integration of multimedia campaigns, according to new research by Kantar Millward Brown.

The research shows 94 per cent of APAC marketers think they deliver well-integrated multimedia campaigns, but only 48 per cent of Australian consumers think their ads ‘fit together’ cohesively.

And with Kantar Millward Brown also reporting well integrated and customised ad campaigns can improve overall campaign effectiveness by as much as 57 per cent, there is good reason to get integration right.

Senior media consultant at Kantar Millward Brown Australia, Allan Breiland, said more than half of marketers are missing out on the chance to substantially boost campaign ROI.

“Integration is important because it can boost the effectiveness of a campaign by up to 60 per cent, and who wouldn’t want that? Poorly integrated campaigns can still generate impact, but you’ll be missing that added benefit,” Breiland said.

He suggested key reasons for this lack of integration are the absence of a cohesive central idea that links a campaign across channels, and inadequate channel customisation.

“When it comes to integration, we believe there is work to do. Often marketers can overthink things and muddy the waters across different channels,” Breiland said.

“The lack of a core central idea across channels can be a big part of lack of integration between online and offline. Not customising effectively across channels is also an issue. Marketers use different channels for different tasks and the communications then become disconnected. It’s also important to pick the right channels to execute the campaign properly.”

Kantar's research also shows 73 per cent of Australian consumers see ads in more places compared to three years ago, 69 per cent feel that ads are more intrusive, and two thirds see advertising as negative.

“Consumers in Australia do tend to dislike advertising more than other markets, so it a bigger challenge here. If a campaign is done well you can grab attention and maintain it, but you need to make it easy for people to connect the dots between different elements of your campaign in order to explode,” Breiland said.

The report draws on qualitative research of 14,000, 16-65-year-olds across 45 countries in 2017. A key finding was that one in four campaigns were not well integrated and only 54 per cent of consumers felt online and offline campaigns were integrated well.

“When it comes to offline versus online, sometimes the marketing teams use different tasks for each, and they can become more disjointed as a result,” Breiland said. “Marketers working in siloed ways leads to fragmentation and therefore a disconnect between the different elements of the campaign.

“Often, marketing is trying to do too much and they overengineer the core idea. We see this a lot - different departments doing different things within the organisation, meaning the campaign is not cohesive.

“The most important thing is to not drop the ball and lose the core idea. Put your consumer hat on. Ask yourself if you are connecting the dots. A marketing director has lived with the baby for the last eight months so they deeply understand the core idea, but consumers may not because it’s actually too subtle.

“Getting it right upfront is way better than trying to fix it later."

So how can marketers get integration right? Kantar Millward Brown recommends improving in five key areas.

  1. Use as many integration elements as you can. “Ideally try to use all the senses. Visual cues are important, and memorable characters differentiate, as do things like consistent audio. It’s not about cramming as much as you can in, it's more about registering and connecting things across the campaign and going beyond a simple strapline and logo,” Breiland said.
  2. Be true to the ‘big idea’.  “Have a killer idea and have it across all the touchpoints. This might mean staying on top of management internally to ensure people don’t go rogue. An easy way out is to go back to the TVC and work from there, but we don’t recommend that. It’s about staying true to the core idea,” Breiland said.
  3. Make sure every piece of content counts. “Ensure your creative quality across all touchpoints to do the big idea justice. You should get some sense of how all the creative works together ahead of time, ideally,” he said.
  4. Choose channels well. “Think clearly about the role each media touchpoint will play in your campaign, and how they’ll ladder up and build to amplify the idea, especially in the online space. Watch out around targeting and not over bombarding too much online, because we know consumers are quite sensitive in that space.”
  5. Customising is key. “Don’t just chuck your TVC on YouTube, marketers need to customise the content for this space. It needs to be easy to get the idea straight away on Instagram, for example, but you can tell a longer story in a channel like Catch up TV, where you have a bit more of a captive audience. Keeping it sharp and to the point in certain channels is important, but there’s no reason people won’t be willing to give you their time if you hook them in with things like storytelling and give them something compelling. Give them a payoff,” Breiland said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in