When marketing your brand or product to a large audience, making sure that you effectively choose your media mix and marketing channels is important. When doing this, making use of integrated marketing campaigns can be vital for effective results.
There are several methods to market your brand and product that do not require an integrated marketing campaign. However, in the long run for prominent brands, the branding in marketing campaigns help establish a prominent brand image. They also create a sense of cohesiveness with your marketing material.
Currently, in the branding world, as well as in marketing agencies, ensuring your marketing material and your advertising campaigns are both consistent is important. Your communications on all channels should also be in sync with all your marketing channels for better results in the long run.
While things like your market segment, brand image, pricing, and product design are important, having an integrated digital marketing campaign helps the general public see that your brand is consistent.
What Is the Integrated Marketing Campaign Planning Process?
An integrated marketing planning process usually comprises establishing a media mix, a marketing budget, and a calendar for marketing on various channels. When planning your marketing campaign, it’s necessary to integrate all marketing material to show that all your marketing and branding material is in line with your current market pitch.
For example, in the 2016 iPhone X commercial, there had been consistent branding across the board. The iPhone X was almost always displayed with visually stimulating colors against a white background. Most marketing material, such as product images, magazines, newspapers, and digital media all had consistency and the same visual theme.
The marketing process is a long one, where creatives, such as branding experts, PR teams, and designers collaborate to ensure your brand campaign is as effective as possible. After this, using a branding or campaign playbook, the marketing material is created by either one large firm from our collection of medium to large firms.
The process is usually one that takes several months and has multiple iterations before a consistent campaign is rolled out either globally or nationally.
7 Tips for Building an Integrated Marketing Campaign
1. Set the Ultimate Goal for Your Campaign
When planning your integrated marketing campaign, it’s important to ensure that you have set goals and a clear road map to what you want to achieve. Having an ultimate goal helps you plan smart and calculated steps to ensure your brand has visibility and gains traction in the most effective ways possible.
For example, your goals could be improving sales, increasing site traffic, boosting brand engagement, or just improving the quality of the leads you get. Regardless, when setting your goal, you should keep in mind historical data and growth. Besides this, you should also keep in mind the standard rate of conversions and effectiveness in the market.
2. Decide Objectives for Your Individual Marketing Channels
In a marketing campaign, ensuring that your individual channels have set goals, and measuring your campaign’s performance is fundamental. This way you can measure responsiveness and the conversion rate based on your demographics.
IIt helps to set realistic expectations based on historical data. It also helps you achieve your goal in a manner that is both realistic and full proof.
For example, through Display Ads and Facebook Ads, your goal could be driving 5000 leads to a site and at least 100 conversions. On the other hand, engagement on social media, like shares, likes, and interactions with your post is a better measure for your marketing campaign.
3. Ensure your website has impressive SEO and is responsive
When working on a marketing campaign it is important to have a website with impressive SEO. In order for your campaign to be visible and effective, it’s important that your site ranks on Google.
Now, SEO comes in both on-page and off-page categories. When it comes to off-page SEO, it helps enable Google to trust you as an authority. In the case of on-page SEO, it allows you to rank for keywords that can help drive your traffic up.
Besides this, your website should be responsive to ensure that both mobile traffic and traffic from various other devices have positive user engagement. While seemingly, not very important having a response the website helps you rank better show your CTR and time spent on the page improves.
4. Create Assets and Set Guidelines for Your Marketing Communication
It’s important for Marketing campaign to have brand guidelines set for the full duration of the campaign. This goes especially when creating assets like emailers, Facebook banners, Facebook and Instagram Carousels, and various other digital marketing assets.
Your guidelines make sure you have a standard font, brand colors, and even colors for the individual marketing channels, which is something to remember. Branding guidelines can help ensure that things look cohesive and that the format is consistent across the board. Generally speaking, having a branding playbook, or set guidelines, is vital for a more professional and consistent look.
5. Build Credibility for Your Brand Through Multiple PR Channels
When it comes to building credibility, PR plays an indispensable role. Marketing and branding campaigns help drive traffic and increase your customer base. That said, having good public relations through effective awareness from promotional pieces, events, and corporate social responsibility can help people view your brand as a positive force.
When it comes to integrated marketing campaigns, making sure that there are articles written on authoritative websites, as well as articles in the newspaper, is a smart move. Other than this, social media posts done by prominent pages and individuals is a great route for effective PR.
6. Set Buyer Personas to Build and Market Your Brand Effectively
Marketing your products or services in an integrated marketing campaign by creating buyer personas can help with responsiveness and improve campaign effectiveness.
When marketing, knowing your demographics, their motivation, and general buyer behavior can help you curate your strategy a great deal. To put it simply, understanding your audience lets you tailor your brand accordingly. It also helps you advertise on social media applications and websites.
This whole process can be done through the help of services, or you can monitor your traffic on Google Analytics. Although it can seem a bit complex at first, it definitely helps you understand your typical reader’s and buyer’s behavior.
7. Measure Your Performance and Reiterate
The final step in a marketing campaign is understanding your performance and what could need improvement.
Measuring your performance on various channels can help you understand which avenue is most responsive for your brand and target demographic. After doing this you can re-do your campaign and plan the next one. With this, you can budget a lot more effectively and improve the conversions that take place.
What to Remember About Integrated Marketing Campaigns
With integrated marketing campaigns, making sure you have a media mix relevant to your brand and demographic is crucial. Besides this, making sure that your creative team is in line with your core message, and branding guidelines is vital. Lastly, making sure a marketing campaign is initiated simultaneously on multiple platforms is what can help to make it effective.
Frequently Asked Questions
What are branding guidelines?
Branding guidelines are a set of rules or outlines to be followed when creating marketing communications. Besides this, it also covers the treatment of the brand across various channels, media, and even colors.
What are the most affordable marketing channels?
The most affordable marketing channels are social media and your website blogs. Out of the two, social media is easier to start with, as it literally has zero start-up cost. That said, running ads on social media requires a proper budget and planning.
How does an integrated marketing campaign help?
Integrated marketing campaigns help in establishing brand presence and in improving the effectiveness of marketing across media channels.