Digital paid media and traditional advertising (such as on billboards) worked alongside social media posts announcing surprise “pop-up” art locations, and many videos were captured of people interacting with exhibits, creating a 360-degree marketing experience that left people wanting to visit the museum to further quench their cultural thirst. If you have a brand mascot, for example, you can use images and, It’s not just marketers who benefit from integrated marketing. Attribute revenue and make better investments. Not only are practices like these more effective due to narrative consistency, they help to reduce your overhead as well. That means you can and should use social media to promote a live event where youâre highlighting your goods and services. If data shows that one channel is under-performing, for example, that could be a sign that it lacks the messaging consistency present in other channels. Include,â is just one of the slogans thatâs being used across several different platforms like social media and outdoor ads. Integrating your marketing channels can also reduce the costs of creating marketing content by allowing you to reuse the same content across different channels. The TV angle featured cancer survivors and scientists. n.queue=[];t=b.createElement(e);t.async=!0; If you are a museum, you are not going to go to the trouble of setting up ancient terracotta warriors on a downtown plaza without having the data telling you it is likely to attract selfie-takers and lots of foot traffic. Brands can be cultural as well as commercial, as the Field Museum showed with an integrated marketing strategy that. This was a way for Southwest to set themselves apart by emphasizing their straightforward fee structure while showing customers multiple convenient ways to pay for things like flight changes and onboard snacks. , but when it works, the results are impressive. across all of the marketing channels that your brand uses. The company asked people who had bought the vehicle to place stories about their experiences on a special website. Have you noticed how every Apple storefront offers a look and feel that is almost identical to that of its website? Instead, make use of a. that can help you track KPIs across channels, engage customers, measure ROI, identify the most promising leads, and more. By collecting and analyzing data from all your marketing channels, you can identify which channels are most effective. ” to entertain and educate consumers about airline fees, and in some cases, how to avoid them. By centralizing data from multiple channels within a single hub, CenturyLink was able to maintain a consistent message while executing broad, multi-touch campaigns. By centralizing data from multiple channels within a single hub, CenturyLink was able to maintain a consistent message while executing broad, multi-touch campaigns. They covered all the bases for a good cause here. Documentaries about rebuilding efforts in a rundown steel town across multiple media sources made this campaign an integrated marketing gem. Your integrated marketing strategy should be driven by data about your customers’ behavior, and it should be updated regularly in response to new data. Integrated marketing offers several advantages that can make your marketing operation more effective. Here’s 15 examples of great integrated marketing campaigns that work by combining content, digital and website marketing, with traditional marketing methods like PR. Companies that lead in marketing results are 1.5 times more likely to have an integrated technology solution in place that helps them convey the same narrative across all of their channels. as a way to provide the most satisfying customer experiences. Â San Francisco Society For Prevention Of Cruelty To Animals ran this ad to highlight the need to spay and/or neuter your pet in 2015, but it stands up. And a customer who asks questions about a product through an automated chatbot service on your website should receive the same takeaways as someone who participates in a live call with a sales representative. People tend not to expect airline ticket prices to make sense, but Southwest doesn’t think it should be that way. Stressing customer education online even got them some ink.Â. Few companies in the world have the level of brand recognition of Apple,... 2. The integrated campaign didnât stop there either. Read on to learn more about integrated marketing … Their “we’re different” approach made it ideal for social media, where it generated significant buzz. Customer Data Platform, Leadspace The purpose of integrated marketing is to provide consumers with a seamless brand experience across all channels, including paid channels and organic ones. The campaign focused on asking people to leave something in there will for cancer research. How often does the same prospect re-engage with a resource after viewing it initially? Integrated marketing does deliver more effective results at a lower cost, but be warned — if you’re trying to manage integrated marketing operations manually, you’re fighting a losing battle. Instead, make use of a marketing automation platform that can help you track KPIs across channels, engage customers, measure ROI, identify the most promising leads, and more. If your campaigns focus on top-of-funnel lead generation, sending a consistent message about brand value and the types of solutions you offer will be most important. The key to making it work was the Pizza Profile, established to save customer information and expedite ordering. How many prospects actively engage with resources in each channel? Without integrated marketing, you risk delivering mixed messages or communicating in a disconnected voice, which can make your brand seem fragmented and disorganized to your customers. Another great example of integrated marketing with a twist, Snap Inc. understood the possibilities and how to blend brick and mortar with online efforts. Integrate Your Marketing Efforts and Realize the Benefits. âDonât Exclude. {if(f.fbq)return;n=f.fbq=function(){n.callMethod? Hereâs 15 examples of great integrated marketing campaigns that work by combining content, digital and website marketing, with traditional marketing methods like PR. No matter the size of your marketing team and budget, which vertical you operate in, or what audience you’re trying to reach, you can build a successful integrated marketing strategy by following the practices described above, as the following companies have done. Likewise, if some channels are interactive and others are outbound-only, you should choose marketing content and strategies that work for each. to increase special exhibit attendance. 4 Examples of Integrated Marketing Done Right 1. Manually managing the many variables and data sources involved in integrated marketing would be incredibly difficult and time consuming. Marketing channels can be integrated in multiple ways. If you … Given the complexity of modern marketing channels, integrated marketing doesn’t typically happen without focused planning and effort — but the investment is well worth it. With this data, people could order online, by text, via tweet, or even using a smartwatch. Guidelines to creating an Integrated Marketing Strategy. It was especially interesting because it highlighted a number of businesses with videos shot in black and white documentary style footage. It could be oriented around customer success stories. It could be a fictional narrative built around a brand mascot. To that end, they created an integrated marketing strategy they called “Transfarency” to entertain and educate consumers about airline fees, and in some cases, how to avoid them. Build brand. Another is ensuring consistent language for how you talk about and portray the brand. To see for yourself how Marketo can enable integrated marketing for your brand. One thing all these successful integrated marketing strategies have in common is that they are fueled by customer data. Now the company achieves marketing consistency across social media, email, web, direct mailing, and other marketing channels. Outdoor ads, video spots and of course videos were just a few of the other tools they implemented. Designed to further a cause rather than promote a product, Always, a feminine hygiene brand, ran its #LikeAGirl campaign.
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