The benefits of having an integrated marketing campaign and how to ensure success

Integrated marketing campaigns apply consistent brand messaging across both traditional (e.g. direct mail) and non-traditional (e.g. social media) marketing channels, using the different promotional methods to reinforce one another. Not only will this boost sales and profits, but it will also increase brand loyalty, save you money and raise your competitive edge.

The key to a successful integrated campaign is delivering messages via the channels best suited to your customers as individuals. According to E-tailing Group’s 4th annual Consumer Insights Survey, they will thank you for it, with 72% of consumers favouring an integrated marketing approach.

Here’s a closer look at the many benefits of an integrated marketing campaign.

Long-term planning. Long-term success.

The decision to develop and run an integrated marketing campaign is a long-term commitment, but one that will bring big rewards. 86% of marketing professionals agree that successfully integrating multiple channels under a single integrated marketing strategy is crucial to their long-term success.

Developing trust

The long-term nature of an integrated campaign helps to reinforce brand messaging and identity, which in turn leads to greater trust.

Often, when it comes to marketing and advertising, customers are on the sceptical side of the fence (in the vein of ‘it’s too good to be true’). By integrating your messages and keeping them consistent you will develop a deeper relationship with your intended audience and build trust.

Engagement boost

Better trusted brands achieve considerably more engagement, meaning customers will be more likely to click on the very enticing link you have provided them. Research has shown that content published on two or three channels achieves an average 24% increase in engagement.

Takes away the confusion

Marketing professionals agree that clarity of message is crucial for consumer engagement. It’s very easy to get in your own way, and if you’re sending out marketing emails covering a bit of something here and a bit of something there, it’s very easy for customers to miss the point you’re trying to make.

By pulling your campaign into a cohesive bundle with simple, unified messaging, customers will have a much clearer view of you as a company and be more likely to react in the way that you want them to. Richard Bland, Creative Director at KISS Communications, puts it well: “having a clear, concise marketing message that everyone buys into is the single most important element in defining who your organisation is and what you do.”

Repetition. Reinforcement. Results.

By integrating your campaign, it will be more effective. By communicating consistently via a variety of channels, you are reinforcing your message which, in turn, makes that message more powerful.

Increased efficiency...

Integrating your campaign will help streamline your marketing processes. Once you’ve decided on the central message to be implemented across your various channels, you’ll find you have a much less complicated campaign to run.

Instead of needing to create various resources for each medium, it’s possible to utilise the same imagery and messages throughout and cut down on planning, meetings and resource.

… and costs cut

Photography, graphics and content are costly to any business. By integrating your campaign you’ll eliminate the need for duplication, as when you integrate, you share across channels, saving money and valuable time.

You should also think about how you can use these images across other areas of your business. Could they be used on an exhibition stand or your website, for example? Remember, marketing should infiltrate every aspect of your business.

Increased revenue

The increase in efficiency will naturally lead to what every business owner wants- increased revenue. 60% of experienced integrated marketers reported increases of more than 10% in revenue directly from multi-channel marketing campaigns.

There is a consensus within marketing circles that integration is the way forward, with 77% of marketing professionals agreeing with the statement: “We will drive more sales and profit by evolving into an effective multi-channel marketing company.”

Boosted morale

An integrated campaign can do a lot of good to build customer trust in your brand and increasing revenue, but it can also help your business internally.

When you run an integrated campaign, your team have to pull together, share talent and stay on top of communication to ensure consistency. Not only will the great results of the campaign improve team morale, but the work done to integrate across the multiple channels will also have turned them into a well-oiled machine ready to champion your next campaign.

If you commit to an integrated marketing campaign, you’ll soon find that it is incredibly rewarding in financial terms, as well as for customer retention, brand awareness and internal team morale. The effort is more than worth it. So how do you ensure your integrated marketing campaign is a success?

6 top tips to ensure a successful integrated marketing campaign

Know your audience

This is important for any marketing campaign, and crucial when using multiple channels. So get to know who your customers are and what they’re looking for by using market segmentation, i.e. identifying the different demographics in your audience.

Social media allows you to delve deep into different segments of your audience and understand their attitudes, interests and behaviours, making your campaign more personalised than ever. There are lots of tools and resources to help with market segmentation online: here’s a good place to start.

Choose your channels

From your research, ask yourself which channels your customers use. Not everyone is on Facebook and Twitter, and all channels have their strengths and weaknesses. Choose the ones that will help you reach your business objectives. It’s better to have a focused, strong campaign on key channels rather than trying to be everywhere at once.

Make sure everyone is on the same page

Include management of various levels as well as representatives from PR and Sales in your campaign planning meetings. Make sure each knows what the integration entails.  For a successful campaign, everyone needs to know what is going on, otherwise confusion will arise, and you won’t be able to work as one team.

Create an easily-followed marketing communications strategy

This should have clear objectives, positioning statements and the key message to be repeated on all channels. It should also connect core values into every communication and ensure that each element of content builds your brand, rather than dilutes it.  

Be consistent

Use a brand book, i.e. a set of rules that explain how your brand works, it’s guidelines, history, vision, personality and key values, to maintain and guarantee common visual standards for the use of logos, typefaces, colours, sizing of imagery and so on. A brand book lies at the heart of every strong company.

Keep your eyes on the prize

For a multi-channel marketing campaign, it is essential that all channels are pointing in the same direction. It can be easy for the end point to get lost, and this will fragment the campaign. This will only cause confusion. Set up each element to drive traffic to the main target: this could be your website, a social network, key email addresses, or even a phone number.

Integrating your marketing campaign may initially seem a bit daunting as it appears to involve a lot of extra work, but studies have consistently shown this effort is more than worth it. A survey from Gartner Research found that lead management campaigns integrating four or more digital channels outperform single or dual-channel campaigns by 300%. So what are you waiting for? The sooner you start planning, the sooner you’ll reap the rewards.

Winbox take care of the email marketing element of your marketing mix, and also partner with specialist companies in other marketing areas so you can efficiently run an integrated strategy. For help with setting up an integrated marketing campaign, contact Marc at Winbox.