Attracting Customers with Integrated Marketing Campaigns

Apr 5, 2018 | 212 Articles, Communication, Customers, Inbound Marketing, Marketing

The messaging you use across your advertising platforms is important—probably more important than you realize.

Your ads might be performing well on social media. You might be driving a lot of website traffic. You might even have a solid open rate on your emails. But if you’re not using an integrated marketing strategy to unite all of these messages, then you’re probably missing out on some long-term customers.

When you run a different message on each platform, your messages lose power—because they’re competing with each other. Instead, make sure each message tells one part of your brand’s overarching story. This is where integrated marketing communications comes in and where many small and mid-level companies miss the mark.

The Data & Marketing Association says integrated marketing is “a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.” The different components of an integrated marketing campaign, when organized efficiently, will work together to communicate your story to consumers. When people see your messages, they will feel like you are inviting them to be a part of your story, rather than convincing them to buy a product.

One of the best examples of a successful integrated marketing strategy is Coca-Cola’s Share a Coke campaign, which launched in 2014. The campaign took on several forms, but each form was consistent with the others. For example, the #ShareaCoke hashtag took off on all social media platforms, encouraging people to document their shared experiences. Fans could also visit a website to customize bottles for friends or family. All the pieces of the campaign worked together to create one coherent message—and the result was a worldwide success.

In short, an integrated marketing campaign comes down to one word: consistency. You want your brand identity—not a specific ad placement—to be at the forefront of consumers’ minds. When you have consistent messaging across different platforms, potential customers are more likely to remember your brand, which can be enough to motivate them to come back.

At 212 Media Studios, we have extensive experience in crafting messages to be successful across a variety of platforms. If you’re getting ready to launch a campaign, we would love to talk with you about some integrated marketing tools that will maximize your company’s success.




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