Customers aren’t confined to a single marketing channel, so businesses need to reflect this in their marketing strategies. A great way to do this is to use integrated marketing campaigns.
Having a wide reach across a combination of channels is vital for engagement. Integrated marketing campaigns combine a variety of channels such as content, email, display advertising and social media to promote a consistent message to a specific audience so that your customers recognise your brand wherever they see it.
If you currently only use a small number of marketing channels in your marketing strategy, a well executed integrated marketing campaign is a fantastic opportunity to build your audience and grow your business.
Be seen and stand out from the crowd
Some of our recent clients use integrated marketing campaigns because their previous marketing channel or channels are no longer yielding the same results. This is due to a number of factors including a change in customer behaviour and how this impacts on their choice of preferred marketing channel to engage with brands, and the introduction of new marketing platforms and channels that cause a shift in engagement across different channels. Using a mix of different channels helps you to amplify your brand and message, so your odds of capturing the attention of your target audience is much higher than using just one channel.
A cohesive customer experience across all channels
One of the key benefits of an integrated campaign is to provide consistency in messaging across all channels so that the user experience remains the same, however or wherever your audience finds your brand and message.
Creating consistent and visually engaging creative assets that display correctly on each marketing channel is essential for engagement and development of your brand in the marketplace. Your message and marketing channels need to reflect the needs and behaviours of your specific customer audiences.
Tips for creating your next integrated marketing campaign
- Who will your campaign be targeted at and what are your key goals for the campaign? (awareness, engagement, conversions?)
- Where/when will your audience be most likely to interact with your campaign? Ensure these channels are the focus of your campaign.
- Ensure your team share the same common goals for the campaign and provide as much information as possible to confirm the campaign brief.
- Use defined metrics to judge the success of the campaign. Analytics and data from the campaign can be used to understand which platforms were the most effective and explore areas of opportunity that could be further developed in future campaigns.
Visit our portfolio page to find out more about integrated campaign projects we have worked on or email us to request a call back with a member of our team to find out how we could help you with your future marketing needs.
