An integrated marketing campaign takes advantage of multiple online and offline media, resources, and customer touch points to achieve specific marketing objectives. Whether your objectives are lead generation, branding and awareness, lead nurturing, or customer cross-selling and up-selling, an integrated campaign will create a whole that’s greater and more effective than the sum of its parts, and help you achieve your objectives faster and more efficiently.

An integrated marketing campaign offers these three core benefits for your company:

  1. You can reach prospects and customers you might have missed if you stuck to only a single media or tactic.
  2. More touches with customers and prospects increases brand visibility and provides the opportunity to reinforce a consistent message.
  3. Marketing resources are used more efficiently and deliver a greater return because creative and messaging can be re-purposed across multiple media.

In addition to the three benefits mentioned above, three elements drive the success of integrated marketing campaigns: timing, consistency, media mix.

When planning to deploy multiple resources and tactics to reach your marketing objectives, the first thing to do is look at the calendar to schedule the timing of your tactics.

Do you have a new product launch coming up on a specific date? Are you timing an important announcement around an industry event? Does the season affect your customers’ buying cycles? Do you need to beef up sales in a particular fiscal quarter?

When you work around a specific date or period of time, you can plan marketing activities leading up to that date and following it as well. For example, print ads and online banner ads can start appearing a month or two before your product launch to build excitement. You can reserve spots early in an e-newsletter where you advertise to ensure you have a place. You can also start beefing up your Web presence on your own Web site, online directories and search engines.

After the event or launch, you can schedule follow-up marketing activities with leads, such as phone calls, e-mails and letters.

Consistency is about delivering the same core message using the same look and feel (at least within the limits of your chosen media) across all channels. For example, if you’re using photographs of your products in a print ad or direct mail campaign, use photographs in online banner ads, e-newsletter sponsorships and Web landing pages.

Whenever possible, use the same fonts, colors and other visible branding elements across all media. Also deliver a consistent message in the way you articulate benefits.

Consistency gives you the power of repeated messaging, increasing the likelihood of “getting through” to your customers and prospects. Conventional wisdom says that a prospect may have to hear your message up to seven times before responding in a positive manner. So make sure you’re delivering the same message across your campaign.

Media Mix
The most important element of an integrated marketing campaign is your media mix. Most industrial marketers have experience with traditional offline tactics such as direct mail, print ads and trade shows. But now, with virtually all of your customers and prospects using the Internet for work purposes, online tactics are an essential part of your media mix as well.

Here’s an example: if you’re planning to exhibit at an important trade show or run print ads in support of a product launch, you should simultaneously take advantage of online media to promote your appearance at the show and reinforce the message in your print ad. E-mail announcements, online banner ads on targeted industrial Web sites and advertisements in e-newsletters that fit your product category will help you gain more attention and drive more prospects to your trade show booth.

In addition, you should consider how to reach those in your target audience who won’t be attending the trade show. Remember, your message is also relevant to potential customers who won’t be in attendance. For example, e-newsletter advertisements are a great way to spread your  message beyond show attendees.

Remember: the more that marketing efforts are integrated and comprehensive, the greater impact you can achieve in gaining visibility in your market, and qualified leads and sales.

How to Integrate Online Media into Marketing Campaigns
GlobalSpec helps suppliers, manufacturers and services providers implement tailored, integrated marketing solutions that extend, enhance and outperform their traditional media mix.

Our wide range of e-media advertising and marketing solutions includes keyword ads, e-mail marketing, searchable product catalogs, banner ad networks and industry-leading e-newsletter advertisements — allowing us to provide you with marketing strategies that fit your unique business needs and complement your other marketing efforts. When you are evaluating media partners, we invite you to have a conversation with us.

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