If I asked you to give me your definition of an integrated marketing campaign, what would you say? Most people would mention the fact that these types of campaigns use a variety of advertising methods and channels, and that would be accurate – but it would only be scratching the surface of a very powerful marketing method.
A better, fuller definition of an integrated campaign would be one that entails a consistent brand message delivered across both traditional (newspaper ads) and non-traditional (social media) marketing channels using different promotional methods that reinforce each other.
According to the E-tailing Group’s 4th annual Consumer Insights Survey, 72% of consumers want an integrated marketing approach.
These campaigns are very powerful in all verticals and industries because they send out consistently branded messages that audiences can relate to and engage with no matter the format.
So what are some of the other benefits of an integrated marketing campaign?
It’s Cost Effective
Creating digital assets like content, images and graphics costs time and money. When you integrate your campaigns you eliminate any need for duplication because you share these assets across channels. This saves a tremendous amount of resources.
It Builds Trust with Your Audience
Today’s consumers have seen and heard it all and are, by nature, very skeptical of most brands they don’t know. When you integrate your messages and keep them consistent, you gain the trust of your audience. And, in case you were wondering, it’s far easier to sell to prospects who trust you than to those that don’t.
It Eliminates Confusion
Many advertisers make the mistake of missing the point of their overall message. They send an email with a bit of a message here, take out a newspaper ad with a bit of a message there, and post something entirely different to their Facebook page. And then they wonder why their customers and prospects aren’t engaging with their message. It’s because you have thoroughly confused them.
But when you pull your campaign into one nice, tidy cohesive package, that has a clear message and clear objectives, your customers will be clear on who you are and what you have to offer.
It Puts You Top-of-Mind
Uniformity of message is a powerful thing. Not only does it lead to brand awareness and trust, as we mentioned, but it puts your business top-of-mind when prospects are in the market for what you have to offer.
It Builds Internal Morale
Integrated campaigns require your internal teams pull together to share talent, resources and communicate clearly. This not only puts out a winning campaign, it builds morale as your entire staff sees how working together created such a huge success and ROI.
How to Ensure a Successful Integrated Marketing Campaign
Now that you know what some of the biggest benefits are to developing and launching an integrated marketing campaign, here are a few tips to ensure your success:
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Guarantee that your logos, typefaces, sizing and colors remain consistent. Use a brand book or guide.
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Develop a marketing communications strategy that has crystal clear positioning statements and objectives. This strategy should ensure that core values are at the center of every piece of communication and that all content builds your brand.
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Get everyone on the same page, including senior executives, and ask for involvement from everyone during the planning stages. In order for your campaign to be truly successful, all team members must know what is going on so confusion cannot reign supreme.
While integrating your marketing efforts may at first seem overwhelming and like a lot of extra work, if you can commit to it for one campaign, you will experience the benefits yourself and understand the extra effort is well worth it. And, once your first integrated campaign is behind you, you can expect future campaigns to run like a well-oiled machine.
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