The importance of developing integrated marketing campaigns

The emergence of new digital marketing channels over the past decade means we can now interact with consumers in more ways than ever before.

This is great for sales but means that marketers have a lot more on their plate and it can seem overwhelming when trying to determine what channels to include in your marketing mix.

But, regardless of the channels you choose, your core message should always remain the same.

This is where integrated marketing comes into play.

What is Integrated Marketing?

Digital media and the web have given us the opportunity to share via social media and create immersive experiences on websites and in mobile apps.

It is now necessary to plan your communications around cross-device usage to reach consumers anytime, anywhere.

An integrated campaign is one where all channels work in tandem to move customers through the sales funnel toward making that final purchase.

When using various channels of communication, it is important that certain brand elements remain consistent so that a clear message is communicated to the end consumer.

A fragmented marketing mix, where messaging across channels is varied, and no one central and consistent message is communicated can be confusing.

Integrated marketing seeks to rectify this and as a result brand awareness, familiarity, favourability and purchase intent are all increased.

Why Integrate your next marketing campaign?

Channel integration is not restricted to the online space. Traditional media such as TV, Radio and Print should also be taken into consideration and integrated in the same manner.

Every channel has its own set of strengths and weaknesses. Where one medium lacks, another thrives.

Take for example short snappy messages, Twitter is great at these. Whereas for longer more complicated messaging, video is more appropriate.

When it comes to integrated communications, multiple channels can be used to communicate a coherent message. And this way, each channel can play to its particular strength to get the message across and target consumers at multiple touchpoints.

When creating an integrated marketing campaign, it is beneficial to firstly look at the customer journey map to determine all the touchpoints at which consumers interact with you.

From here you can select what touchpoints are most important and ensure that communications are congruent across each.

How not to integrate your next marketing camapign

To understand why an integrated approach is so much more effective we need to look at the alternative.

Let’s assume you have been assigned your marketing budget for the year…

In January you send around an e-dm to customers promoting a “New Year’s” discount. This helps to generate a quick batch of leads to satisfy the sales team.

February rolls around and you place a generic ad in an industry-specific publication advertising your services. You generate some awareness and get a few queries in from potential customers.

In March you decide to showcase at a local trade fair. You meet with meet some existing clients and network with potential ones. Leads generated are passed onto the business development team to nurture the relationship further.

Unfortunately, though single media campaigns as outlined above often fail to convert interested prospects because many people may not have time to take action on the first touch.

When it comes to marketing you have to get your message out to the right person, in the right place at the right time.

A coherent campaign could look a little more like this:

You initially send out an eye-catching direct mail piece. (Okay, so we’re a little biased here but direct mail is a great way to gain the attention of your prospect as it’s often under-utilised, especially when compared with e-dm – it can cut through the clutter and will likely stand out in the minds of your prospects.)

You follow this with a LinkedIn InMail campaign directed at your targets in an attempt to secure a meeting off the back of your direct mail.

Finally, for those who do not respond to your InMail meeting request a follow-up call is made by the sales department.

During this time activity across social channels reflects the messaging of the initial direct mail as a form of reminder advertising. Urging prospects to pick up the phone and inquire about your services.

Anecdotal Evidence

We recently ran an integrated campaign with the aim of generating new leads. So far, we have secured meetings with almost half of our prospects.

The success of this campaign can be credited to a number of factors but the main one being the cohesive message communicated at multiple touchpoints which moved prospects through the funnel toward booking that initial meeting.

Therefore, the aim is to communicate a clear consistent message, engaging consumers at multiple touchpoints over a particular time span, so that when it comes to them making a decision you land in their frame of reference. Repetition gives you more chances at conversion.

Interested in integrating your next marketing campaign? Then contact us today on +353 1 8041298, or, click on the link below to be brought to our contact form!


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