Did you know that an outstanding 87% of retailers say that an integrated marketing strategy is absolutely critical to their overall success?
But, how do you create a successful integrated marketing campaign? How many channels does your campaign have to cover? What elements do you need to include?
What goals other than explosive growth should your integrated marketing strategy hope to achieve?
Never fear, we’ve got you covered, keep reading to find out what you need to know about integrated marketing campaigns!
The Foundation For Your Integrated Marketing Campaign
Launching an integrated marketing campaign can be overwhelming, but, if you look at the process similar to that of building a house, then you cannot go wrong.
Any successful marketing campaign should be created with a solid foundation that it can rise from. This means before you get started, you need to know the following things:
- What is the goal of your integrated marketing campaign?
- What do you hope to achieve? What results are you looking for?
- What tone, voice, and messaging are we going to use?
- Which channels will be most effective for what we want to achieve?
- And most importantly, who is our audience? And how do we intend to reach them effectively?
You see, the thing is, if you launch a marketing campaign without these answers in place, you’re basically racing for a finish line blindfolded and with both arms behind your back.
You need to know where you’re going in order to tactically plan how you’re going to get there.
How To Build An Integrated Marketing Campaign
Once your foundation is in, you need to start putting up walls and the roof for your new building. These things become the ‘how’ of your campaign. Here’s a look at how you create an integrated marketing campaign:
- Determine what your overall campaign goal will be. This is the post against which you will measure all your small victories.
- Choose your channels for your integrated campaign and these set individual, shorter-term goals for each one.
- Establish buyer personas for each channel, and identify your target market.
- Appoint a manager for each channel.
- Get to work creating marketing messages and visuals that can be adapted for different channels but remain consistent to point one.
- Establish your lead generation and management plan.
- Finally, launch and continuously monitor your integrated campaign.
You need to have regular feedback sessions where you analyze the progress of your integrated marketing campaign and how well each component is working. If a small cog in the larger machine needs to be adapted, then be willing to do that. The right ad agency can help you build these processes or even do them all for you.
Finishing Your Building The Integrated Way
Now your construction project is almost done, your integrated marketing campaign walls, doors, and roof are up.
Now it’s time for the finishings, alas, this is where you get to change your mind and see what works for you and your brand. Use the basis of your current successful campaign to launch variations for your business. Remember, to always keep measuring your performance.
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