What is Integrated Marketing?
Integrated marketing has been compared to many things. We like to compare it to a tree. On a tree, all of the branches and leaves have a specific independent function, but they all come together to create a beautiful piece of nature. Integrated marketing is about bringing all of your different pieces of original content seamlessly together into a beautiful campaign.
How is Integrated Marketing Different than Traditional Marketing?
Gone are the days when businesses could use print ads to create public awareness or generate new customers.
Because of technological advances, marketing is now about analyzing data to identify problems and define opportunities for exposure in multiple channels. There has been a dramatic shift from traditional advertising and mass media to digital interactive media. Consumers have gone from being passive observers of advertising to active participants. Now, more than ever, it is important to create a consistent campaign that translates to multiple forms of media whether it be YouTube, Facebook, or television. And depending upon your product and target audience, customers will interact with your brand in very different ways.
What are Some Great Examples of Integrated Marketing?
Here are a couple of great integrated marketing campaigns that we love courtesy of MoreAboutAdvertising.com.
Richard Arscott – Managing Director – AMV/BBDO
Metro Trains: Dumb Ways to Die.
We just love this campaign. It has gone hugely viral in a way that may not have been originally envisioned by its creators and garnered multiple awards (check out their Wikipedia Page here). Their campaign stretched over video, song, and a game. It is amazing, especially when you remember that the campaign is a public service advertisement for train safety. The brilliance of the campaign was in its simplicity. Moreaboutadvertising.com said it best when they said,
‘We have become conditioned to expect hard-hitting, graphic public safety campaigns, that shock us into behaviour change. Dumb Ways to Die worked differently; using humour, charm and wit to disarm us. Its strength lies in its simplicity and single-mindedness. It stretched across online, radio and print ads, and even into gaming. No other campaign this year has struck such a chord with the general public – something that its 80 million YouTube views can attest to.’http://www.youtube.com/watch?v=IJNR2EpS0jw “Dove Real Beauty Sketches” by Copyright owned by Unilever. – Dove – Real Beauty Sketches.
Dove – “Real Beauty Sketches
This campaign is a wonderful example of using a campaign to enforce brand values. Dove broke ground with their Real Beauty Campaign (see it here) by breaking with the typical unrealistic sexual expectations or invention of false flaws and shame campaign techniques usually employed in advertising campaigns aimed at women. They used their Real Beauty Sketches to reinforce this definition of their brand across select channels including video (their YouTube videos have garnished millions of viewers) and Facebook. The campaign went viral and organically grew their brand through genuine connection with their target audience.http://www.youtube.com/watch?v=XpaOjMXyJGk
So, How Can I Use Integrated Marketing for My Business?
There are very specific steps that you can use to successfully use integrated marketing for your business. The list below (the wonderful writers at Cio.com developed this list) will help you create a campaign that rocks.
- Have a clear understanding of who your target audience is.
Remember, you don’t need to market to everyone, just your audience.
- Pick your channels.
Your audience isn’t accessing all available media sources, just a few specific ones.
- Have a consistent look.
You want your audience to identify and remember your brand.
- Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels.
Reduce, reuse, recycle!
- Ensure that your messaging is integrated.
Make sure you know what your target is and that everything you do is pointing to that target.
- Make sure your marketing teams/agencies are working in sync.
The right hand needs to know what the left hand is doing.
- Don’t forget to track your campaigns – and coupons!
You need to be able to measure your success to know what does and does not work.
Don’t Know Where to Start?
Overwhelmed by all of the different components of an integrated marketing campaign? Don’t feel bad. You are busy running a business after all. However, we, here at Harmonia Media are in the business of creating and executing beautiful and successful integrated marketing campaigns and can help you get yours off the ground. So, let us know how we can help!