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Jenny Rikelman Bunn - 06.07.2019

Build an Effective Integrated Marketing Campaign in 3 Simple Steps

Imagine you’re talking with friends and someone mentions a shoe brand they love. Moments later you notice the brand on your Instagram feed, so you check out their website. After browsing you find a pair of shoes you like but get distracted and don’t buy them. Hours later, you receive an email and the next thing you know – purchase complete!

This is the process of an integrated marketing campaign.

An integrated marketing campaign is the application of consistent brand messaging across multiple marketing channels using different promotional methods to reinforce each other.

Below are three simple steps to build out an effective integrated marketing campaign:

1. Define your path forward.

The first step to a successful integrated marketing campaign is to conduct an audit, define your goals and create a strategy.  Make sure that the goals and strategy are agreed upon, always keeping in mind that alignment is key.


Conduct an Audit
Use data to look at your current marketing approach, marketing channels and marketing structure. Research what competitors, other companies in your industry or related industries, as well as brands you admire, are doing.

Determine Your Goals

What goals are your company looking to achieve in your integrated marketing campaign? Think big picture—your goals are your measurement of success.

Create a Strategy

A strategy should be the high-level roadmap that lasts the duration of the campaign. It is your guiding light toward achieving your goals.


2. Do a Few Things Well
Once you’ve aligned your path forward, it’s time to create a plan.


Identify Your Marketing Mix
What channels do you want to integrate? Channels include website, email, social media, SEO, SEM, print, PR, and sponsorships. Avoid spreading yourself too thin by deciding what marketing channels to focus on for the campaign. Think back to your strategy and the channels that will best accomplish your goals.

Define Your Tactics
In order to leverage your marketing channels effectively, create a detailed plan for the activities you’ll implement for your campaign.

Build a Content Calendar
Create a bucket for each of your marketing channels by week, month and quarter. Think through how and when they will work together to reinforce each other. Remember that each channel or platform is different, so content and cadence is not universal.


3. Test and Learn
Increase the effectiveness of your integrated marketing campaign by consistently testing, learning and revising to maximize your campaigns’ results.

Measure

Reporting and analyzing progress and data should be a constant throughout any integrated marketing campaign. Watch trends, look for patterns and try to gain insights. What is working and what is not working? Why?

Enhance

Use insights to inform how you tweak or pivot over the life of the campaign. If something isn’t working, stop doing it. If you see one channel is more effective, put more dollars or resources into it.

Scale

Once you’ve implemented your integrated marketing campaign, think how to scale success.


Integrated marketing campaigns are cost-effective, build consumer trust and loyalty, and keep you top of mind when customers are looking for your products. If your enterprise is ready to tap into the full power of strategic integrated marketing strategies, it's time to get in touch to learn how Sagepath can create an omnichannel roadmap to help you reach your business goals.