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How to Create an Integrated Marketing Campaign

Determine Overall Marketing Goals

Has your company launched a new product or service? Maybe you’ve adopted a new logo or tagline and want to bring awareness to the branding refresh so that your audience starts catching on. Whatever the case, define your integrated marketing campaign’s overall goal before setting the strategy of the plan in motion.

Whatever the goal, make it SMART (specific, measurable, attainable, relevant, time-bound). Doing so will help keep marketing efforts focused and will enable your organization to more clearly track progress and improve processes as time goes on.

Determine How the Goal(s) Will be Measured

Any and all goals of an integrated marketing campaign should be able to be measured over time. Below are some guidelines for measuring certain metrics across a number of marketing platforms:

  • Website Traffic/Reach
    – Unique page views
    – By channel
    – By source
  • Audience Engagement
    – Bounce rate
    – Average time on page
  • Top Content
    – Top page views
    – Top exits
  • Impact
    – Email open rates
    – Click-throughs
    – Social interaction and engagement
    – Social shares
    – Conversions
    – Backlinks
  • Lead Generation

Choose Channels That Make Sense

Determine which marketing channels make sense for your integrated campaign. Does your ideal audience spend time on social media? Would implementing a daily or weekly newsletter resonate with your audience or keep them up to date on your latest products and services? Different integrated marketing channels might include advertising (both print and PPC), direct marketing, email marketing, social media, digital marketing (SEO and SEM), events and sponsorships, video content, and/or sponsored content.

No matter which outlets you choose, be sure to utilize consistent and clear messaging with a CTA (call to action) that points to the goal of your integrated marketing campaign. And don’t hesitate to recreate assets across multiple channels. For example, you might create a 1-minute, advertorial video highlighting your company’s virtual yoga classes. Bits and snippets from that video can be repurposed into 30- and 15-second “trailer” videos that can be shared on social media, still images for email headers, pull quotes used in blog quotes, GIFs, hashtags, soundbites, etc.

Develop Brand Guidelines

Keep all creative assets aligned with your brand guidelines and consistent with one another. Be sure that all assets share a clear campaign message and CTA. Include voice and tone guidelines (taglines, preferred language etc.); messaging guidelines (goals, types of content, resources, etc.); and visual guidelines (logo, color palette, typography, etc.) that can be shared with your team to ensure longevity and consistency of the campaign.

Launch Your Integrated Marketing Campaign

At this point, your integrated marketing campaign is ready for launch. Launch your campaign based on a dedicated content calendar and schedule. Track metrics each week, month and/or quarter (depending on how long the campaign is set to run) to measure success. Take what you learn from each campaign and apply it to future programs. With the right strategies and tools in place, you can create a never-ending cycle of integrated marketing campaigns—and wins!

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