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Running a small business comes with lots of learning curves. One of which is keeping up with the rapid changes in your industry. And changes are largely impacted by technological advancements — and the marketing industry is no exception.
Marketing has its ups and downs, but you can keep up by learning strategies like integrated marketing, Omni channel marketing, and multi-channel attribution tactics. Each of these marketing tactics has its pros and cons — and they offer reliable ways for marketing your product or service offering.
In this guide, you’d discover what an integrated marketing campaign is, and you’d also get to see some integrated marketing campaign examples. In a nutshell, integrated marketing helps you generate more engagement, traffic, and sales. And if you follow the steps shown in this guide, you’ll discover easy ways of making the most out of your integrated marketing campaigns.
Let’s start by defining what an integrated marketing campaign is.
As a business owner, you’d probably promote your products or services using multiple marketing channels. The combination of these channels makes up an integrated marketing campaign. With these marketing channels, you get to easily align your brand messaging and provide consistent service (or product) delivery across all channels.
Some experts use integrated marketing, multichannel marketing, and Omni channel marketing interchangeably. But they’re not the same. Integrated marketing doubles down on consistent message delivery across platforms, whilst multichannel marketing focuses on targeting different segments on various marketing channels.
For instance, when you come across a popular mobile phone on a TV commercial and also drive past the posters along the road, then you’ve witnessed an integrated marketing campaign.
Here are some reasons why you should consider an integrated marketing campaign.
The average customer needs to see an advert at least seven times before making a buying decision. Showcasing your product and service offering through integrated marketing is a sure way to be on top of your customer’s mind. And that pretty much builds brand recognition and trust.
If you want to develop a deep and genuine connection with your customers, then you’ve got to repeatedly reach out to your target audience using various channels. And if you do a good job with your marketing outreach, then you’d be building a more recognizable and trustworthy brand.
With an integrated marketing campaign, you’d easily create more robust communication channels that offer the best possible experience to your customers. Without such communication channels, you’d run the risk of sending disjointed messaging to your audience — and that would pretty much lead to an unpleasant brand experience.
More marketing channels translate to more people you’d reach. Let’s say you focus your marketing efforts on subway car posters, you’d run the risk of not reaching people who drive to work. Why? Because those customer segments will probably be glued to the billboards and radio sets. However, integrated marketing campaigns help you focus on multiple channels — and that increases your chances of reaching more people.
As your audience reach increases, you’d most likely have a boost in your overall revenue. The marketplace is a highly competitive arena. To generate more revenue, you’d need efforts from multiple teams within the company. And these could be the marketing team, research team, design team, strategies, and other vital pieces. All hands must be on deck — and that typically pays off in the long run.
To generate revenue, you need to maintain top-notch communication across all teams and also keep sending the right messages to your audience.
Here are the pros and cons of integrated marketing campaigns.
Consistently delivering the right messages makes your customers trust you the most.
The more you showcase your brand in the marketplace, the more likely people get to recognize it.
Instead of opting for the scattergun approach that will probably dilute your message, integrated marketing helps you focus your messaging efforts. This way, you’d get to deliver the right message to your customers and also send the right message within your organization.
If everyone within your company is focused on delivering the same message to your audience, things get easier and cheaper. You get to reduce the possibility of duplicated efforts and also get standardized costs that will most likely reduce transaction costs.
You’ve got to focus on the big picture and come up with a smart, actionable plan that will make things work. Furthermore, you’ve got to perish the idea of looking at different marketing channels as various departments, but start considering them as one whole entity.
You have to do the heavy lifting. And that involves coming up with robust marketing research to identify who your customer persona is, and how to create compelling messages that resonate with them on a deep level.
All pieces in the company must work as a team — and that’s hard. It takes lots of effort to pull it off. The design team, web analytics team, CRM specialists, SEO team, and everyone in between must work as one. A result-driven integrated marketing campaign is run by an integrated team. And that means lots of teams working as a single unit.
Since you’ll be running a mega campaign with an integrated team, coming up with the right measuring metrics could be somewhat challenging. To overcome this challenge, your team has to come up with some key performance indicators (KPIs). This way, it would be easy to know when you’re ticking the right boxes.
But how can you build an integrated marketing campaign? Well, you’ll find out in the next section.
Creating an integrated marketing campaign is easy. All you need to do is follow the simple steps below:
An integrated marketing campaign without specific, concise, and clear goals is doomed to fail. You’ve got to take time to think about what you want to achieve before proceeding with other things. To set the right goals, you’d need to ask relevant questions like:
Who do you want to reach, and what message will you be creating? After coming up with your campaign goals, you need to figure out which market segment you’ll be targeting. Focusing on all market segments is quite alright. However, if you desire better results, you need to narrow your focus to a specific market segment. If you want to easily narrow down your focus, here are some things you need to consider.
After figuring out who your customer persona is, the next step is to pick the channels for your integrated marketing campaign. All channels are not the same, and they serve different purposes. You’ve got to figure out the right message to send in each channel, how such messages will be perceived by the audience, and who your target audience is on your preferred channels.
If you’re still unsure, here are some marketing channels you need to consider:
You can’t accomplish anything without the right team. At this point, you need to put a team together, and your team will be largely dependent on your preferred marketing channel and the customer segment you’re targeting.
Before creating content, you should be certain of repurposing your content as much as you can. But everything is largely dependent on the target market segment and marketing channel. Even if you plan to be consistent with your messaging across multiple channels, the way you’d share it will change from time to time.
After creating content, the next step is to launch your campaign.
Hitting the launch button is not the end of your integrated marketing campaign — it’s just the beginning, and things just start getting interesting. You need to track your campaign success, and that starts by using reliable measuring tools. The metrics to be measured will be dependent on your goals and objectives — and you should consider measuring metrics like:
Tracking campaigns on PPC platforms are not all rosy. You’d have to pay attention to factors like location, device type, matrices, and keywords. Therefore, you need to consider using tools like the PPC Signal tool. The PPC Signal tool helps you keep a close eye on all sides of your campaign. Here are some reasons you should use the tool.
Here is what the PPC Signal dashboard looks like.
An effective integrated marketing campaign captures the mind of your audience. It takes a close look at each marketing channel and curates messaging that resonates with the audience.
Here are some good examples of integrated marketing campaigns.
Some benefits of an integrated marketing campaign include access to a larger audience, building trust, saving cost, and improved efficiency.
Integrated marketing uses multiple marketing channels for execution. For instance, you might see posters of a new Pizza brand while listening to their commercials on your radio set.
An integrated marketing campaign allows you to boost your brand awareness whilst reaching out to a massive number of people in the marketplace. For effective integrated marketing, you need to consider channels like email marketing, SEO, and Paid ads.
Before launching your campaign, you need to set goals and objectives. That involves coming up with things you want to achieve at the end of the campaign timeframe. After that, you need to define your target audience and choose your channels carefully. Finally, you have to allocate a budget to your campaign — resources are what keep your campaigns moving.
To maximize your results, you need to keep a close eye on your campaigns — and that’s where the PPC Signal tool comes in. The tool helps you keep a close eye on your campaign. This way, you can easily identify what’s working and what’s not — and also come up with ways of running a more converting campaign.
Now you have a good grasp of what an integrated marketing campaign is, what marketing channels will you be using to showcase your brand in the marketplace?
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