At first glance, the various platforms used for delivering your marketing messages couldn’t look more different. From social media to bus ads to print or radio ads, each platform has a completely different feel and intended audience. Regardless of the differences, however, it’s critical that your campaigns maintain some key consistencies across every medium.
What’s the purpose of an integrated campaign and what does it look like?
An integrated campaign works to build an audience no matter where the advertisements are seen. The campaign is designed with a common message that’s then tweaked and sent out over a variety of platforms in an effort to attract the attention of customers wherever they’re found.
Integrated campaigns send customers toward a common sales funnel. This means that the social media and direct mail components will both point customers in a common direction (promoting an upcoming sale, for example).
Design consistency is also a must, so customers recognize your brand wherever they may see it. Customers see thousands of advertisements a day. It’s important that they make a quick connection between your ads and your brand, so your brand can become more memorable to them. To accomplish this, use similar colors and designs on bus ads, social media ads, and print ads. This consistency will help you stay in front of your intended audience while simultaneously making it easier for potential customers to interact with you.
So how can you start making more integrated campaigns?
Begin by identifying exactly who you’re targeting and where those people can be found. Develop a common, unifying message, then tailor it to each major platform you intend to include in your campaign. That way, no matter where the customer encounters your brand, they’ll have no trouble entering the sales funnel. This might mean using QR codes in print advertising and prominent, well-labeled links on websites.
One of the biggest challenges many companies run into is maintaining consistency across multiple teams. For example, you might have one team that specializes in print and radio ads, while another group focuses on social media and website advertising. Make sure all your marketing teams understand the common vision and can successfully work together to achieve a collective goal.
As your campaign gets underway, track each portion, so you can successfully gauge where new customers are coming from. This will provide key insights into how well each portion of the campaign is doing and let you know if certain aspects need to be modified or even abandoned altogether.
An integrated marketing campaign is crucial for growing a company and finding new customers in the modern market. Rather than thinking about your various platforms as separate entities, integrating them can lead to higher brand recognition and conversion rates. Keep this in mind and prepare to reach your customers on a much deeper level.