5 Reasons Integrated Marketing Campaigns Are So Effective
you know the saying about working smarter, not harder? That’s integrated
marketing campaigns, in a nutshell – but we’d also add that it’s about working
more cost-effectively, too, for reasons you’ll read about in a minute.
effective integrated marketing campaign isn’t just about repeating the same
message over and over. It’s taking a core message, concept, or idea and
translating it so that it makes the most of each channel. That can mean, for
example, finding a way to make your concept come alive in just a few words on
your signage or blowing it out with visual flourish in a video. It requires a
lot more strategy than simply creating one-off pieces, but the benefits will be
1. Stay Top-of-Mind with Your
well-crafted campaign can surround potential customers at every turn: think
about an in-store experience, including signage and packaging, that ties to a
website or e-commerce channel, and then appropriately timed touches via social
media, direct marketing, and digital advertising. Each tactic can reinforce
your message and get your offerings in the minds and consideration sets of both
prospects and existing customers.
2. Make Your Brand Feel Bigger and More
being perceived as a “big brand” might not be right for every company, you
definitely want to be thought of as confident, trustworthy, and credible. Here
are three crucial ways an integrated marketing campaign can increase your
exposure to a message can build both familiarity and
social media allows smaller companies to appear just as polished and
authoritative as much larger brands.
in some direct mail: According to Marketing Sherpa, 76% of people trust the
mail they receive.
3. Start a Two-Way Conversation with Your
customers want a personal connection with your brand. Integrated campaigns give
customers numerous opportunities to interact with your brand, and put a human
face on it, too. Social media offers the most direct opportunity for dialog
with your customers. Still, there other ways to let your customers know you
want to hear from them, such as:
simple, clean landing page forms that don’t ask for a lot of information.
in the first person (e.g., “We’re committed to our customers,” as opposed to
“Bright Company is committed to its customers.”), so your copy invites
4. Dramatically Improve Your ROI
experienced partner can help bring down costs by:
assets that can be shared across channels (e.g., original video that can be
used for your product page but then edited down into bite-size clips for your
you on using less expensive channels to achieve broad reach comparable to pricey
tactics such as outdoor or broadcast advertising.
you harness efficiencies by planning ahead – especially if you’re going to
include direct mail in your mix (which we highly recommend, since it continues
to deliver impressive response rates, it’s perceived as more personal
than emails or digital advertising.
5. Evolve the Campaign Over Time for
get their strength from repetition, but over time, customers can experience
messaging fatigue. If you’re using email, direct mail, social media, or other
channels that generate useful analytics, you can tweak small elements and then
measure the impact. That way, you can keep the concept that both you and your
customers are invested in. In 2020, Old Spice’s long-running “Smell Like a Man”
concept morphed into “The Man Your Man Could Smell Like,” keeping the core idea but
tweaking it in a way to bring women into the conversation. The campaign pulled
in some user-generated content from social media and quickly became the most
popular interactive campaign in history.
started this article with one adage, so we’ll end it with another: with the
best integrated marketing campaigns, the whole is much greater than the sum of
its parts – but those parts need to be able to stand on their own, too.
you’d like to learn more about how a campaign can help you grow your business,
call us. We work with fledgling and experienced integrated marketers all the
time to help create targeted integrated marketing campaigns that get results.
How can we help you?