7 Ways to Create a Successful Integrated Marketing Campaign
Marketing experts share their strategies for developing a successful marketing campaign in today's multichannel, mobile, social-media-driven world.
Wed, February 26, 2014
CIO — Today, marketers have more choices than ever regarding how and where to promote or advertise products and services. In addition to traditional methods, such as print advertising and direct marketing, you have email marketing, Web-based advertising and multiple social media sites, such as Facebook, Twitter and YouTube, as well as mobile marketing.
And as many businesses have learned the hard way, what works in, say, traditional print marketing, does not work as well (or at all) on the Web or social media sties -- and vice versa.
While there is no one sure-fire formula to creating a successful integrated marketing campaign, there are steps that businesses and marketers can take to maximize viewership.
Step 1: Have a clear understanding of who your target audience is. "It's important to clearly identify [who your target audience is by] both demographic and psychographic (attitudes, interests and behaviors), to help develop key messages and to identify the best communication channels to reach them," says Linda Pophal, marketing communication consultant, Strategic Communications.
Adds Yusuf Bhana, digital marketing manager, TranslateMedia, ask yourself, or your marketing team: "Who are your target customers? What are their motivations? How do they like being communicated to? Which newspapers or magazines do they read and which sites do they visit regularly? Which channels are they using? [And] if they're using social media, what are they talking about? All these questions need to be answered before developing your integrated marketing strategy," he says.
Step 2: Pick your channels. "Not everyone needs to be on Facebook, or in a magazine," says Bhana. "In addition to asking, 'Which channels do my customers use?' ask yourself 'What are the channels' strengths and weaknesses? How will they help me reach my business objectives?'" he suggests. "Be ruthless in selecting (and rejecting channels). It's better to concentrate on the more effective channels than trying to be everywhere all the time."
Step 3: Have a consistent look. "Make sure your visual identity is consistent," says Andrew Stanten, president, Altitude Marketing. "Visual identity is far more than your logo. It entails having a common overarching design (look and feel), style of photography and graphics, consistent logo treatment [and] common colors and fonts," he says. "Everything should look as if it came from the same [company]. A person reading an e-newsletter or brochure should see an immediate visual connection when visiting the website."