Why integrated marketing matters, how to build your next campaign, and real-world examples that smashed their goals.
Imagine you found your new favorite brand on Facebook. You visit their website to learn more and purchase their products, only to find their site promotes a strange and different message than the one you fell in love with on social. You’d be confused about the brand and probably walk away, right?
Integrated marketing is all about ironing out these inconsistencies in your communications, and it’s essential for brand recognition and campaign success. Read on to learn more about why integrated marketing matters, how to build your next campaign, and real-life campaign examples to inspire you!
What is integrated marketing communications and why is it important?
Integrated marketing aligns your marketing channels so that you promote your offering in a consistent and recognizable way. It’s similar to multi-channel marketing, except integrated marketing orients your message across all channels. It doesn’t just apply to inbound or digital marketing either. Major integrated marketing campaigns include traditional marketing channels as well such as print, radio, OOH, and TV ads.
How to build an integrated marketing campaign step by step
How do you plan an integrated marketing campaign that pumps out the right message on all your channels? To get started, follow these steps.
1. Establish your campaign goal
Before thinking about what channels to use, first consider the overarching goal of your campaign. For instance, perhaps you’re due a rebrand and it’s time to broadcast your new message to the world like Gilette’s impactful The Best Men Can Be campaign did. Giving thought to your overall goal will help guide your overall campaign as well as your choice of marketing channels.
2. Choose your marketing channels and set individual goals
When you know your overall marketing goal, the channels that can help you reach that goal will be clearer. For example, radio ads will serve no use in rolling out a new logo (but print and TV will). Include a variety of marketing channels to reach your audience and drive your message home. If a channel plateaus, waste no time optimizing it or adding a new one.
3. Define your buyer personas by channel
Each channel should target a specific buyer persona, so define your audience by channel (rather than using a generic persona for all of them). Of course, there will be overlap (and that’s a good thing), but you’ll have more success if you tailor your message for each channel.
4. Assign channel managers
You’ll likely have different people and teams managing your separate channels, so it’s essential to assign someone specifically in charge of ensuring the message going out is aligned with your overall campaign. Having channel managers is important because that person knows how to tailor content to their channel, and it helps effectively manage your marketing team’s workload.
5. Create your marketing message and craft adaptable assets
So you’ve identified your overall campaign goal, buyer personas, and marketing channels—now it’s time to create your campaign content. Whatever content you create (video ads, graphics, imagery, etc.) you should make it adaptable to be readily repurposed for other channels—for example, a three-minute TV spot can be adapted into still images, gifs or a shorter YouTube ad.
6. Launch, measure, and optimize!
This is when the work really begins. Once you launch your integrated marketing campaign, make sure you’re tracking your overall campaign KPIs as well as the performance of individual channels. Regularly check your performance and goals, and we really mean regularly; dipping in once a quarter to review your KPIs may mean you’ve missed the boat to optimize your campaign if you find yourself in hot water.
Integrated marketing campaign examples
Smell Like a Man, Man—Old Spice
Old Spice went through a major rebranding campaign in 2010 to give its products a refreshed and youthful feel to attract a younger audience. And they nailed it. They overhauled their packaging design, renamed all their products, and came up with their renewed tagline: “Smell Like A Man, Man.”
The campaign centered on a 30-second TV spot that was so successful they followed it up with a selection of shorter clips. Alongside the ad, they focused on reaching their audience through their website, product pages, Instagram, and YouTube. All their channels reflect the same tone, theme, and messaging that gives their customers a consistent brand experience.
You’re Not You When You’re Hungry—Snickers
Snickers launched their campaign at the 2010 Super Bowl and it’s remained a firm favorite among chocolate lovers ever since. One reason was its humor, but—more importantly—Snickers made sure the ad was everywhere: social media, TV, print, its website, and more. They even got several celebrities involved. Thanks to this aligned and cohesive integrated marketing campaign, Snickers remained the go-to sweet snack of choice for their customers.
Share a Coke—Coca-Cola
Coca-Cola put their customers first when they featured fun names and phrases on their product in their recent campaign. The quirky angle spawned plenty of advertising creativity and user-generated content as customers shared products with their own names on them. Thanks to this, the #shareacoke hashtag received half a million photos!
Create a cohesive message that’s consistent across all touchpoints
Creating that cohesive message that resonates with audiences across all touchpoints is a challenge. We’re here to help make your marketing message consistent and on-point across all your channels with our user-friendly media planning and marketing tool. See and track your KPIs, collaborate with your global team, and check each channel’s performance in real-time so your next integrated marketing campaign is organized, targeted, and leaves a lasting impression on your customers!