An integrated marketing campaign arranges multiple marketing channels that work together to achieve a specific marketing goal. While integrated marketing relies on multiple channels to achieve results, it is more than just multichannel marketing, because the integration comes from having aligned messaging and goals.
The benefits of running an integrated marketing campaign include:
- Reaching a wider audience than you could through any single channel or tactic.
- Strengthening your brand by increasing visibility in the market and reinforcing your message across channels.
- Building trust among your customers by maintaining a consistent message.
- Saving resources by reusing marketing assets such as images, copy, video clips, and other content.
Start with a SMART Goal
SMART goals are Specific, Measurable, Attainable, Realistic, and Timely. Attainable and Realistic are not the same thing, because a goal can be attainable if you marshal every resource you have towards it, but still not be realistic because you can’t put all your time, energy, and resources into one endeavor.
Let’s use an example: Your goal might be to increase conversions through your website by 20 percent over the next six months in support of a new product launch. That’s specific (conversions) and measurable (how many completed forms). You have a time period of six months.
But is the goal attainable and realistic? If website conversions are down six percent, increasing them up to 20 percent might not be attainable and realistic. But if conversions have been increasing at a rate of 10 percent every six months, then getting to 20 percent is certainly attainable. If you have resources to devote to the initiative, it makes it all the more realistic.
Align Messaging to Support Your Goal
Sticking with the example goal of increasing website conversions to support a product launch, make sure your messaging is consistent around this goal. Maybe your ads focus on one or two top benefits. Your calls to action all revolve around going to your website to download a white paper or to register for a webinar.
Repeated messaging increases the likelihood of getting noticed by your customers and prospects, no matter what channel they use to find you. 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.
In addition, strive to use the same look and feel across all channels. For example, if you’re using photographs of your products, use similar style treatments in display ads, e-newsletter sponsorships, and landing pages.
Whenever possible, use the same fonts, colors and other visible branding elements across all media.
Choose a Mix of Channels
Your mix of marketing channels is your point of connection with potential customers. Engineers and other technical professionals have their individual preferences for media, but almost all of them use digital media to research products, services, and suppliers in the early stages of their buying process.
In the increasing conversions example, you might place ads in industry e-newsletters and display ads on targeted industrial websites, optimize web pages for key search terms, fine-tune messaging on content hubs, create supporting social media content, and distribute press releases.
While the messages on each of these channels can be slightly different, they all must align to support the product launch. The call to action in every case should motivate engineers to take the next step and arrive at a landing page on your website to take advantage of your offer, such as getting a white paper or viewing a webinar.
Fine-tuning your media mix in an integrated marketing campaign requires both skill and creativity to make sure your channels work together but are not redundant. GlobalSpec offers a wide range of marketing channels and the necessary expertise to help you create an effective integrated marketing campaign. Contact us today for more information or download our media kit.
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