Integrated marketing strategy. Your team comes in saying they want to develop a truly integrated marketing campaign. It’ll produce results. It’ll create brand recognition, lead to better cost management and ultimately make more impactful connections with customers. It’s all so exciting.
Even just saying the words – Integrated Marketing Strategy – it sounds smart. It’s going to work. High fives all around.
But what on earth is it? Really? Does every member of your team understand what makes or breaks an integrated marketing campaign?
It won’t work just by saying it with three clicks of your heels. There are no ruby slippers to bring your campaign home.
What’s Integrated Marketing?
Integrated marking stresses the significance of consistent, seamless and multi-dimensional brand experiences. Your marketing team goes beyond utilizing the same design language, putting your brand logo on everything and calling it good. It’s behind-the-scenes development of a unified voice and effectively transitioning it across every aspect of your brand persona.
Integrated marketing campaigns combine multiple channels – content, email, display advertising, social media, etc – to promote a consistent message to a specific audience.
A longstanding example of integrated marketing is Apple. Their message is they make the best, most revolutionary technology products that the products speak for themselves. Thus, their products come in plain white packaging with minimal text. Their stores are in a minimalist design with the products available at your fingertips available for trial.
Even their tongue in cheek commercials features how seamlessly their technologies have become a part of the everyday life of their consumers. Apple’s message is clear – they’re leading and drastically impacting our future – and consumers get that message at every touchpoint.
Think About the Consumer Journey
At its core, integrated marketing is about a seamless user experience.
A consumer hears a funny radio ad and looks up the brand to learn more. When they get to your website they’ll expect to encounter a site with not just a similar tone to the ad they listened to but with a clear connection to the message they responded to. The same goes for seeing a flyer, Facebook ad. etc.
For example, in a particularly cheeky move, the San Francisco Society For Prevention Of Cruelty To Animals (SPCA) created an entire ad campaign surrounding the creation of the first-ever “pet condom.” Why?? To drive home the message that pet owners need to be responsible and spay and neuter their pets.
Consumers came across these “condoms” in dog parks and other public places. Upon opening, they’d find a pamphlet giving information about the need to spay and neuter their pets. As those users looked up the given website petcondom.org, it too was designed the same outlandish way to drive the same important message.
The Mark of A Great Integrated Campaign
Great integrated marketing campaigns begin with messaging. Then, it approaches to design, customer service, product experiences and how best to exemplify the product or service in the campaign. This approach allows for strategy and creativity to be applied consistently at every touchpoint.
Many mistakes the idea of consistency to lack creativity. Integrated marketing is anything but lacking in creativity. It’s creative, out-of-the-box multi-disciplinary thinking at it’s finest with consistency at its heart.
Consistency across so many platforms is what helps a brand become memorable in a day in which consumers are so heavily inundated with ads.
Don’t Get Overwhelmed, Get Creative!
Pulling off a successful integrated marketing campaign may not be rocket science but it does take strategy and skill. It can be overwhelming to manage so many moving parts. But, there’s no reason to get overwhelmed. Allow creativity to lead the way and if you need it, bring on the StellaPop team. Integrated marketing is kind of our jam.