Unlock the key to integrated marketing success

Category: Integrated Marketing

Monday October 19th, 2015

In our ‘joined up’ blog, we discussed how important it is to develop joined up thinking when it comes to marketing campaigns. This means ensuring that your campaign resonates with your defined target audience across multiple channels – whether online or offline. Typically such channels may include: web, social, broadcast (TV and radio), advertising (press, outdoor, cinema, bus), email, direct, print – to name but a few. So what’s important?

The consistency of your message is a crucial aspect of successful integrated marketing campaigns. Every channel has its own nuances – and these must be considered but from a content perspective, you must remain consistent so that your message really hits home.

Repetition of your headline, key phrases, call-to-action and images will help to reinforce the campaign message, your brand and the benefit you’re offering. By doing this, you are ensuring that a prospect or customer is reminded of the entire campaign, even if they only glimpse an image, or headline.

The look, feel and tone of your communication should also be consistent across all channels – although of course the structure may look slightly different. Again, this repetition reminds the customer of your brand values, your personality, your high levels of customer service and everything else that your brand has been designed to epitomise.

Appropriate frequency of communication will also support your campaign positively – ensuring that your customer sees you frequently enough to keep you front of mind, but not too often to annoy them.

Developing and delivering a successful integrated marketing campaign is no mean feat. If you’re about to embark on such a campaign, speak to Darren Joslin on 02920 463047 or email him via dj@horizondml.co.uk for a free, no obligation consultation.



image courtesy of jzcreationzs/freedigitalphotos.net