Integrated Campaigns

Integrated campaigns或集成的营销活动利用多个渠道,例如内容,电子邮件和社交媒体来传达针对特定受众的统一信息。此消息旨在将受众转换为付费客户。

除了转换,integrated campaignsalso make your primarybrand在您的网站,社交媒体页面或广告材料上,跨不同渠道的消息传递更具凝聚力。

An effectiveintegrated campaignis able to combine the 4Cs of marketing. It should be coherent, consistent, continuous, and complementary. While anintegrated campaigncan have many forms, it should ideally have more than one outcome. For example, anintegrated campaignaims to increase the number of followers up to a certain percentage增加转化次数。


Integrated Campaign Examples

Several big brands have utilizedintegrated campaignsto resounding success. Here are some examples:

  • 老香料

Old Spice的广告系列以将传统媒体(电视广告)与数字媒体(横幅和视频广告)相结合而闻名。除了提出独特的视频外,这些广告系列还从巧妙的文案中受益。所有这些元素结合在一起,形成了将观众引向其网站的对话。

  • GoPro

还装有“英雄”运动outd相结合oor ads and brand-related sponsorships to convey spontaneity and adventure with the authenticity of videos shot in first-person POV. The campaign went viral for including a user-generated video of a firefighter rescuing a kitten from a house fire.

  • Volkswagen

For one of their campaigns, Volkswagen asked people who had bought a Kombi to share their stories and experiences with the product on a special website. This, along with ads, encouraged authentic, user-generated conversations across different platforms.


The Value of Integrated Campaigns

Integrated campaignsprimarily exist to remove disparities between different marketing channels and to align a brand’s messaging across various platforms. It’s an inclusive process that involves入站or digitalmarketingchannels and, in some cases, traditional marketing channels.

Integrated campaignscan have different goals, as long as they retain the 4Cs, thus transforming your channels into a unified, effective system.

数字营销的重要性

尽管integrated campaignsexcel at combining digital and traditional channels, focusing on integrated online marketing campaigns can give your business even more benefits:

  • Digital marketing lets you reach a wider audience

Compared to using a singular channel, an integrated digital campaignallows you to reach a wider audience. With the different channels available, such as social media and websites, you’ll be able to advertise to your targeted audience in a much faster, much more efficient way, even on a global scale. Aside from wider reach, anintegrated campaigncan also enhance your brand’s visibility, which, in turn, can help put you at the forefront of your audience’s mind.

  • Better audience engagement

Digital marketing allows companies to interact with their audience more proactively, regardless of their location. This digital solution delivers better user experience too by utilizing technologies like chatbots and voice search.

  • 更好地跟踪指标

数字广告系列使公司可以快速有效地跟踪数据,从而为他们的广告系列成功提供详细,准确和全面的指标。

  • Integrated campaigns are cost-effective

Any campaign will cost money, but an integrated digital campaign will let companies reach out to more people for less. The assets earned can also be channeled to or used for different marketing platforms.


Important Elements of Integrated Campaigns

There are several key elements that define what anintegrated campaignis. Here are two of them:

  • A central message

As stated earlier, anintegrated campaignshould have a uniform message. It could be a theme, a story, or a key concept. This central message serves to unite your content across different channels and unite different departments involved in the project to make it truly integrated.

  • Consistent connection

Consistency should be evident in your branding. Every detail, from your slogan and logo to your content, should be consistent to give you integrity, which helps further drive home the point of yourintegrated campaigns. Consistent brand identity, along with consistent messaging, can help with cultivating positive audience perception, whereas the lack of consistency can potentially hurt your brand.

Dealing with different channels is complicated. Whether you’re investing in a mix of digital and traditional marketing channels, or focusing solely on integrated digital marketing campaigns, your campaign should also focus on seamlessly integrating functionality with the current technology available.

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