What are integrated marketing campaigns ?
It is a comprehensive marketing strategy used to coordinate brand messages across various channels, such as advertising, public relations, email marketing, social media marketing, and content marketing.
This strategy targets to create a seamless and consistent experience for the target audience, regardless of the channel they use to interact with the brand.
Here are some examples of successful integrated marketing campaigns:
- “Share a Coke” campaign from coca cola:
- This campaign encouraged customers to share their names with their friends and family by printing names on Coca-Cola cans.
- “just do it” campaign from Nike :
- This campaign is one of the most famous marketing campaigns in history, and it helped Nike become one of the most famous sports brands in the world.
- Think Different campaign from Apple:
- This campaign inspires customers to think differently and be creative
What are the benefits of integrated marketing campaigns?
1- Increase brand awareness: By integrating brand messages across various channels, they become more visible and memorable to the audience.
2- Increase customer interaction: An integrated strategy encourages customer interaction with the brand across various channels.
3- Increase sales: It helps convert more potential customers into actual customers.
4- Increase return on investment (ROI): You will achieve a better return on marketing investment by using channels effectively.
How to build an integrated marketing campaign?
1- Planning: The importance of planning is that it is the framework that organizes the proposed marketing activities and sets the appropriate scenario for their implementation in order to achieve the set goals in the optimal way. Any marketing campaign needs a realistic plan and specific, measurable goals so that its effectiveness can then be evaluated.
2- Study customer behavior: A successful marketing campaign is directed to an audience with well-studied and specific characteristics. They are addressed in the appropriate language and content, appropriate to the place and time in which the company launches its marketing campaign.
This can happen if the company puts serious effort into studying customer behavior, otherwise the campaign will be based on guesswork, which may be more likely to be wrong than right.
3- Determine marketing objectives: When it comes to marketing objectives, two important factors conflict here:
Clarity of goals , and gradual achievement of them.
Clarity of goals will enable the company to move within a clear and deliberate framework, while the gradual process of achieving them will allow for continuous review and evaluation.
4- Choosing appropriate promotion channels: Here, the appropriate method of reaching customers is chosen in a way that serves the desired goals and is commensurate with the budget allocated for the marketing campaign. We advise companies to diversify their access channels to ensure reaching the largest possible segment of their customers and attract new customers.
How to measure the success of the marketing campaign?!
1- Follow-up and evaluation: Every opinion, whether positive or negative, will be in the company’s interest, especially during the planning stage of the marketing campaign. Starting to implement the campaign means continuous monitoring and evaluation.
The company can modify, replace or cancel activities that did not achieve the desired interaction, which will ultimately be reflected in the campaign’s outcomes. Many activities within the marketing campaign are innovated and added during the implementation period by measuring the extent of the audience’s interaction with the activities and listening to their suggestions as well.
2- Interaction with the audience: A successful marketing campaign can direct the audience to the product being marketed and influence their interaction with it. Here comes the importance of this step, as it paves the way for building trust with the audience and creating an emotional connection between them and the brand and product.
3- Analysis and feedback after implementation: Measuring the performance of the marketing campaign is necessary in order to make decisions regarding continuing its implementation or adding some modifications during its implementation. Rather, in addition to this, it is necessary to study and evaluate the campaign after its completion in terms of its achievement of the goals set for it, the points that should have been improved, the reasons that prevented it from reaching the public, and the lessons learned for future campaigns.
