Today, marketing professionals have more choices than ever regarding how they promote their products or services. In addition to traditional methods, such as print advertising and direct marketing, email marketing, online advertising, various social media platforms, and mobile marketing have all carved out their own niches. And as many organizations have come to realize, what works in print advertising doesn’t work as well—or at all—on the Web and social media, and vice versa.
Although there is no single formula for creating a successful integrated marketing campaign, there are steps that organizations and marketing professionals can take to maximize its results.
Having a clear picture of who our target audience is. It is important to clearly identify our target audience—their profile, attitudes, interests, and needs—and to create key messages through the appropriate communication channels to reach them.
Choose the channels. Not everyone uses Facebook or reads a magazine. In addition to asking which channels our audience uses, we should ask ourselves what their strengths and weaknesses are and how they will help us achieve our goals. It’s better to focus on the most effective channels than to try to be everywhere at once.
Having a consistent vision. A visual identity is more than just a logo. It encompasses a unique concept, a consistent style of photography and graphics, colors, and fonts. All the elements used should appear to come from the same source so that, for example, someone reading a newsletter or brochure can make an immediate visual connection when visiting the organization’s website.
Create clear content for multiple channels. Because it may take multiple interactions with a brand for an individual to recognize it or a marketing message, the communication effort must incorporate certain characteristics. The message must be clear, capture interest, and be consistent, while also being adaptable so it can be shared across different platforms or in various formats.
Ensure that the message is integrated. Care must be taken to ensure that the marketing campaign achieves its ultimate goal, whether that is a website—which allows users to make purchases, reservations, or subscribe to information—or a social media profile—which encourages interaction.
Ensure that teams work together. If there are several team members working on different projects that are part of the same marketing campaign, it is helpful to facilitate communication to ensure the message remains consistent and to establish brand guidelines throughout the campaign.
Evaluate the progress of a campaign. The most important aspect of any communication campaign—and especially an integrated campaign—is to use the right metrics and analytical processes to understand how we are achieving our intended results.