The benefits of having an integrated marketing campaign

An integrated marketing campaign is the application of consistent brand messaging across both traditional (e.g. direct mail) and non-traditional (e.g. social media) marketing channels and using different promotional methods to reinforce each other.

Employing an integrated marketing campaign will create a unified marketing strategy that will deliver numerous benefits. Not only will it boost sales and profits, but it will also increase brand loyalty, save you money and increase your competitive edge.

Utilising an assortment of channels (email, direct mail, mobile apps, SMS and social networks, for example) to send out consistently branded messages which your audience can relate to in any format is a key part of creating a successful integrated campaign.

By doing this you will produce an all-encompassing strategy that works together to support the bigger picture and your customers will thank you for it. In fact, according to the E-tailing group’s 4th annual Consumer Insights Survey, 72% of consumers want an integrated marketing approach.

So what are the benefits of an integrated marketing campaign?

Develops trust

When it comes to advertising, customers are generally 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 build trust with your intended audience and they will be more likely to give you the benefit of the doubt and click on the very enticing link that you have provided them with.

Takes away the confusion

It is very easy to get in your own way, and if you are sending out marketing emails covering a bit of something here and bit of something else there, it is very easy for customers to miss the point you are trying to make.

By pulling your campaign together into one cohesive bundle that keeps the objectives clear and the message simple, your customers will have a much clearer view of you as a company and will be more likely to react in the way that you want them to.

It is more effective

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

The uniformity of your message will raise brand awareness and trust, and will lead to the customer thinking of you first when they are ready to buy or make a recommendation to a friend or colleague.

A survey from Gartner Research found that lead management campaigns integrating 4 or more digital channels will outperform single or dual-channel campaigns by 300%.

Increased efficiency

Integrating your campaign will help you to streamline your process.

Once you have decided on the single pronged approach that will be implemented across your various channels, you will find that you have a much less complicated campaign to run.

Instead of needing to create various resources for different spins of the campaign, you can utilise the same imagery and messages throughout and cut down on planning, meetings and resource.

You will save money

Photography, graphics and content are costly to a business. By integrating your campaign you will eliminate the need for duplication, as when you integrate, you share across channels and this will save you both money and valuable time.

You should also think about how you can use these images across all areas of your business, for instance, could they be used on an exhibition stand or on your website?

You will increase morale

An integrated campaign can do a lot of good in terms of building 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 up 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 the next campaign.

3 top tips to ensure a successful integrated marketing campaign

1. Make sure everyone is on the same page. Include management of various levels as well as representatives from PR and Sales in the planning meetings and ensure they all know what the integration of the campaign 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.

2. Create an easy to follow marketing communications strategy. This should have clear objectives and positioning statements. It should also connect core values into every communication and ensure that each element of content that it contains builds your brand, rather than dilutes it.

3. Use a Brand Book to maintain and guarantee common visual standards for the use of logos, typefaces, colours, sizing of imagery and so on.

Integrating your marketing campaign may initially seem a bit daunting, as on the surface it seems like a lot of extra work may be involved.

If you push past this initial fear, you will soon find that it is incredibly rewarding in financial terms as well as for customer retention, brand awareness and internal team morale and that the effort is more than worth it.

You will also find that once you have got through your first integrated campaign, future campaigns will run like a finely tuned car ready to win its next race.

Winbox take care of the email marketing element of your marketing mix, but 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, or if you just want a chat, contact Marc at Winbox.