Integrated marketing: creating successful strategies using digital marketing campaigns
Digital or online marketing can be defined as the promotional strategies used by brands to communicate with customers online. It includes all the channels from email, SMS (text messaging), social media, and paid advertising, including search, programmatic and display.
With this understanding, marketers need to ensure their marketing campaigns are ‘integrated’. That means do not setup email and Sms campaigns independent of one another, rather create a strategy that utilizes both to target audience segments.
Integrated marketing (sometimes referred to as 360-degree marketing or omnichannel marketing) is the act of creating digital marketing campaigns across multiple channels that all work together and complement each other to reach the same goal.
When building an integrated marketing campaign, it’s important to start with the goal in mind before deciding upon the strategies, tactics, and channels that will be used to reach that goal.
Questions to ask for digital marketing success with an integrated marketing campaign
Below are some questions to ask before you begin any integrated marketing campaign.
- What is the goal of the campaign? How will we measure success?
- What will our messaging be? What unique, value-add proposition are we trying to get across?
- Which channels will be most effective to promote this messaging and reach the largest audience cost-effectively?
- How will we make the broader organization and sales teams aware of this messaging?
- Who is our audience and how do we reach them?
Once you have the answer to each of these questions, you’re ready to begin building the integrated marketing campaign.
Benefits of integrated marketing campaigns
Not only do integrated marketing campaigns build trust with your audience, help to reinforce your messaging, and stay in consumers’ minds, but they also provide several cost benefits to your organization. This includes saving time, money, and resources and allowing your teams to more rapidly learn and iterate.
For example, consider a marketing team that doesn’t use an integrated campaign approach. They have four teams: a digital (website, display, email, paid search, SEO) team, a social (organic and paid social) team, a media team (podcasts, radio, TV), and a print team (newspaper, magazine, billboards).
If all four teams launch four different campaigns at the same time, that’s four times as many meetings, four times as much work spent on writing copy and messaging, four times as much time spent on determining where to place the ads, etc. Plus, when not everyone is aligned to the same goals, different campaigns might get lost in the noise.
Meanwhile, an integrated marketing approach could bring all teams together in one meeting to discuss the goals and messaging and allow each team to use their expertise to place the ads where they best see fit.
The creative assets, such as images and videos, can also be repurposed across multiple channels. The social team can share their ad creative with the digital team to be used for display retargeting and a website landing page, while the print team can use the creative in print ads.
Integrated digital marketing campaign examples
Below are a few examples of companies that have implemented integrated marketing campaigns.
Casper focuses on consistent branding
Casper is one of the most well-known direct-to-consumer (DTC) brands. Originally growing by word-of-mouth, they soon launched a large advertising campaign across billboards, subways, taxis, and more, all with consistent messaging.
They now do a wide variety of digital marketing campaigns across Facebook, Instagram, and more, including ads and organic social postings.
All of the examples below include consistent branding with similar art styles, fonts, and design, but with slightly different messaging, all designed to reinforce that Casper is the best mattress to get a good night’s rest on.
UNTUCKit integrates online and offline marketing
UNTUCKit employs integrated marketing campaigns across multiple channels, including outdoor advertising (billboards), social, paid search, and more.
All of their ads feature their tagline, “Shirts designed to be worn untucked.” They reinforce this message in every impression they make on consumers.
Even if consumers aren’t ready to buy a new shirt right now, UNTUCKit is sure to come to mind when they start asking themselves where they can get a shirt that looks good untucked.
Spotify provides seamless online and offline experiences
Spotify, the streaming music giant, does a great job with integrated marketing, particularly when it comes to creating seamless online and offline experiences.
At the end of the year, they launch their annual “yearly roundup” where you can listen back to all of your favorite songs over the course of the year. They do this with in-app ads, notifications, email, and outdoor placements on billboards, signs on streets, and subways (all places where people walk by as they listen to music on their phones).
Like the other integrated marketing examples, they all use similar designs and wording to create a memorable experience. In fact, Spotify won the Outdoor Advertising Association of Americas Platinum Obie award for the best out-of-home campaign of the year in 2018.
Takeaways for successful marketing campaigns
Digital marketing with integrated marketing campaigns can not only save your organization time and money, but it can also lead to higher ROI (return on investment) per campaign and help to build trust with your audience.
Adopting a holistic approach to marketing and maintaining a consistent message will increase both the reach of your message and also the likelihood that your audience will take the action you want them to take.
It’s also important to note that your audience may not be active on all of the channels you invest in. Some people, for example, don’t listen to podcasts but may listen to the radio, and vice versa. Others may not have cable TV but do watch shows through subscription services like Hulu.
By doing demographic research and taking an integrated marketing approach, you can cast a much wider net to reach people who may only be primarily active on certain channels, while also reinforcing the message for people who see the message on multiple channels.
Lastly, all of the channels can coincide with each other. It’s common for people who see an ad on a billboard or social media site to then do a search for that brand, click on their paid or organic search listing, browse their website, and then complete the action you wanted them to take.
By taking an integrated approach with your digital marketing you’ll start to see a much higher ROI per marketing campaign.
Want to learn more about marketing? Read about combining email and sms campaigns for unique personalization.