As a company, we know how hard it is to manage, measure and deliver customer expectations. In today’s digital marketing environment, we regularly face growing platform choices, from apps to PR tricks and which always result in distracted audiences instead of getting their attention and establishing trust.
So how can we work on successfully creating an integrated marketing campaign and maximise success? Follow these effective tips and stop this fragmentation from ruining our careful crafted marketing campaigns.
Integrations mean campaigns which work well across all media platforms – online media, television, print and outdoor. A campaign that looks and feels exactly the same across all platforms simply won’t cut it. What is vital is a strong knowledge about your audience and with a disruptive idea that you can implement in various ways. It’s all about integrating a brand truth with real human emotion.
Great ideas happen with audience insight and perseverance over time than just mere massive budget. It is a waste of time, money and effort to integrate a brand message and a wide suite of processes, materials and messages that were created by different people with different objectives. Every project should have the same objectives at the forefront. Unfortunately, many companies don’t have time or patience to look into every detail and oversee the big picture.
At the same time, an integrated branding takes some time to sink in the market. Bombarded with tonnes of consumer messages every day, consumers don’t pay attention as much as they used to. Rome wasn’t built in a day and neither was your business. And so it’s unrealistic to create a disruptive marketing campaign in one seating. This kind of expectation or perspective can only lead to frustration. Instead, work on the following ideas one at a time until change happens.
Arrange monthly team meetings to ensure all members are on the same page. They should know that the message behind the campaign should be consistent. They should know that the brand identity should be present across the campaign. Monitor the milestone in reference to the aim of the campaign and your target audience. In the same way, if you’re working with various agencies – online, TV, mobile – it will be more effective if you have someone in-house to monitor each milestone and coordinate their efforts to ensure that your branding is consistent across all platforms.
Before you start anything consider your audience online and offline as with all marketing campaigns. You may use Facebook Audience Insights, YouGov Profiler and Google Trends for you to understand who you’re targeting. This will help you hone and tweak your message accordingly and ensure that you’re banging on the right door. Customers nowadays see a product advertisement, research it through your website, social networking sites, product review sites, and blogs. They want to have a deeper understanding of the look and feel of your product before purchasing. So not all adverts automatically result to instant sale. Given that, you need to be visible at every stage and have a consistent and engaging message across all platforms.
It is important to be consistent with your brand guideline not just the look and feel of your platforms. Don’t confuse your customers with varying messages even as you push the boundaries of your brand and voice. Make use of the unique aspect of the brand and brand insight. This will create a strong and lasting engagement that is across all your platforms. Create relevantly and engaging content that can be repurposed across platforms. You may repurpose content to make it a blog post, premium content like eBook or a brief snapshot and post it in social media. So the communication should be clear, compelling and consistent.
Before you start on a communication campaign decide what’s your objectives and metrics for success. There are tools that you can use like Google Analytics, Facebook Audience Insight, Twitter Insight, and the like. Always remember that you have to stick to your objectives, your measurement for success, and adjust it according to your customer journey, and not purely focusing on the end result.