Bringing together the power of big data marketing and the reach of traditional campaign strategies like print advertisements is not always easy.
A good integrated marketing plan takes clear focus and often considerable effort. Without some direction, even the best marketers can quickly find themselves putting money into a campaign that has little impact and delivers low ROI.
So, to help you make the most of your integrated marketing strategy, the ReachForce team has put together these three best practices guaranteed to make your next campaign more effective.
#1. Align traditional and digital strategies toward the same goal.
Integrated campaigns only work when every component works toward the same goal. Think of it like the kitchen in a busy restaurant. You might have a prep cook chopping vegetables, a sous chef cooking entrees, and a head chef plating the food. Those team members have their own specific job to accomplish, but they all are working toward the same goal of providing customers with delicious, high-quality food.
Your integrated marketing campaigns should work in the exact same way. You might leverage television commercials to generate brand awareness while using your targeted Facebook advertisements to present specific offers. Each has its own job, but both are working toward a shared goal, namely, moving your target customer further down the sales funnel.
To reach that shared goal, successful integrated marketing campaigns align key messaging and brand aesthetics, too.
#2. Focus your message and design aesthetic.
Your product or service may have several different value propositions. When you are diversifying your campaign strategy through traditional and data marketing methods, there is often a temptation to “spread the wealth” among your campaign strategies. That means presenting one value proposition in your print advertisements and another one altogether on your social media channels or email campaigns.
As discussed in our recent post on integrated marketing campaigns, that is rarely a good idea. While it may feel like spreading the wealth helps you cast a wider net and maximize potential opportunities to attract new clients, the truth is quite the opposite. Integrated marketing campaigns need a narrow focus and a singular message designed to generate brand awareness and promote a single value proposition.
Of course, that value proposition should be the one that matters the most to your target audience. How do you know the value prop on which to focus? That is where your high-quality data comes into play.
#3. Collect high-quality data and measure results.
While integrated campaigns rely on both traditional and digital strategies for maximum effectiveness, big data marketing is what really lies at the core of a successful strategy. The more you can collect high-quality data and use that data to identify your target audience and choose the right channels and messaging, the better your campaigns will be.
Of course, as any marketer can tell you, collecting that high-quality data is not always easy. With most consumers today engaging with your brand via a mobile device, minimizing any friction between potential customers and your content should be a top priority.
That is where ReachForce SmartForms can help. SmartForms allows companies to minimize lead capture forms by offering real-time data enrichment. That means your prospects can quickly access important content for moving them further down your sales funnel, without you having to sacrifice collecting key data to influence future campaign decisions.