What Is an Integrated Marketing Campaign (And How To Create One)

Jacinda Santora
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如果你是一个小公司,你可能不会familiar with integrated marketing campaigns, but it's a powerful marketing strategy that can help businesses of any size generate more traffic, engagement, and sales. Since marketing changes with advances in technology, it's important to embrace different marketing trends and tactics like integrated marketing campaigns and the closely related multi-channel attribution and omnichannel marketing tactics. So, what is an integrated marketing campaign? In this article, we'll answer that question as well as share with you the benefits of integrated marketing campaigns, best practices, how to create an integrated marketing campaign, and some of our favorite examples of integrated marketing campaigns.

什么是集成营销活动（以及如何创建一个）：

什么是综合营销活动？

Integrated Marketing Campaign

An integrated marketing campaign involves different marketing channels that are used in combination to promote your products or services. These营销活动help align your brand messaging to ensure consistent delivery across marketing channels and assets. While the term "integrated marketing" is sometimes used interchangeably with "omnichannel marketing" or "multichannel marketing," integrated marketing really focuses on consistent messaging across platforms whereas multichannel marketing tends to target different segments on different marketing channels.

Benefits of Integrated Marketing Campaigns

为什么选择集成的营销活动而不是其他类型的营销活动？集成的广告系列都是关于使用多个渠道的一致消息来针对观众的目标。这为您提供了更多机会，无论他们身在何处。而且，统计数据备份了对集成营销活动的需求。

根据GE Capital Retail Bank的第二次年度主要购买购物者研究，有81％的消费者在进行购买之前进行在线研究。不仅如此，营销周还报告说，消费者在购买时平均使用六个触摸点 - 15年前平均要有两个接触点。据报道，综合营销活动的有效性率更高（Heinz/PFL 2018多通道营销有效性报告）！

When compared with single-channel marketing campaigns, integrated marketing campaigns can help your brand:

  • 吸引更广泛的受众
  • 增加品牌召回和品牌知名度
  • 通过一致性建立信任
  • 平衡短期结果与长期增长
  • Repurpose contentto reduce content creation costs

Of course, more marketing channels also means that your planning and delivery will be more intensive. You'll have more deadlines to meet, more data to collect, and more data points to analyze. Overall, though, we believe that integrated marketing campaigns offer many more benefits than disadvantages.

Despite the obvious benefits of integrated marketing campaigns, roughly 55% of companies do not have an integrated marketing strategy in place (CMO Council). If your company is one of those that aren’t using integrated marketing campaigns, here are some best practices that will help you get started.

综合营销活动：策略和最佳实践

Integrated marketing doesn't mean you run the same ad or publish the same content across marketing channels. It's much more nuanced than that. After all, you already know that each marketing channel has its advantages and disadvantages. Plus, not all marketing channels will reach the same segments of your target market. We'll be sharing a step-by-step approach to creating an integrated marketing campaign in just a moment. But first, let's take a minute to talk about three key strategies and best practices to keep in mind when creating your campaigns.

  • Team Alignment:To get the most from your marketing campaigns, you'll want to choose营销渠道经理as well as encouraging those managers to talk and share ideas.
  • Channel Transitions:Integrated marketing campaigns will generate traffic from multiple sources. As such, it's important to think about and plan for how each visitor will experience your campaign no matter the channel or route they use to get there.
  • Cross-Promoting Channels:To avoid overlaps in the coverage of your integrated marketing campaigns, you'll want to make sure that you're looking at all marketing channels collectively instead of siloing them. These campaigns need to be cohesive to be effective. This means adding your social media profiles to your promotional emails, adding your website to your social media profiles,embedding social media content on your website, and integrating the share buttons on your website.
相关内容：

Building an Integrated Marketing Campaign

Building an Integrated Marketing Campaign

If you've never created integrated marketing campaigns before, don't worry. Here are the steps you can take to ensure that your integrated campaigns are hitting the mark and delivering the message you want.

1. Set Campaign Goals

As with any strategy, you have to start by setting goals. Goals for your integrated marketing campaigns should be specific, clear, and concise. Really think about what you want to achieve with the campaign and what goals will help you map out your marketing plan and let you know that your campaigns have succeeded. Here are some questions to ask yourself when thinking about goals:

  • What's your budget? Integrated marketing campaigns involve multiple marketing channels, so it's important to be clear on your budget before you start creating.
  • What's your timeline? Having a target date in mind will help when it comes to reverse engineering your plan and help you hit all of your deadlines.
  • What's your call to action? Your call to action is what your target audience to do with the message you're giving them. This might be something simple like signing up for anemail newsletteror something big like registering and paying for your online course.
  • 您会跟踪什么指标？您的指标或KPI将与您的CTA绑定。这就是您的竞选活动是否成功的方式。

2. Examine Your Target Market

您想了解谁的信息？一旦为整体营销活动设定了目标，您就需要确定目标市场的哪些细分市场将重点关注。虽然您可以通过集成的广告系列专注于所有细分市场，但您可能会以更狭窄的焦点获得更好的回报。在决定目标谁时，这里有一些要考虑的事情：

  • What problem are you trying to solve with these specific campaigns? Which segments of your target marketing have those problems?
  • What characteristics define those segments?
  • What marketing channels do those segments use?
  • 你的哪个阶段营销渠道are those segments in?

3.选择您的营销渠道

在您弄清楚您要通过信息接触的人之后，请选择要包含在集成营销活动中的营销渠道。不同的渠道有不同的目的，并吸引了受众群体的不同部分，因此请考虑一下您的信息在每个频道上的传达方式，您的受众在这些频道上是谁以及如何接收信息。有几种不同的营销渠道可供选择，包括：

  • 社交媒体
  • Email marketing
  • Paid ads
  • SEO
  • Direct mail
  • Print advertising
  • ...and more

4. Put Your Team Together

现在是时候把正确的团队ke your integrated marketing campaign happen. The people you bring in will change depending on the marketing channels you're focusing on and possibly even the segments you're targeting.

5.创建用于重新修复的内容

When creating content for an integrated marketing campaign, you'll want to make sure that you'll be able to repurpose as much of the content as possible. Again, this will depend on the marketing channels and segments of your target market that you're focusing on with this campaign. Even though your message is going to be consistent across marketing channels, the way you share that message will change. Once you've created your content, you're ready to launch your campaign.

6. Measure Your Campaign's Success

Hitting the "launch" button on your integrated marketing campaign isn't the end of your work. In fact, you're just getting into the best part—tracking the success of your campaign. There are tons of marketing analytics tools available to help you track the success of your marketing campaigns. Depending on the channel and your goals, there are different metrics you might find important:

集成营销活动示例

以下是我们最喜欢的集成营销活动示例，以激发您的下一个广告系列。

Casper

Casper is a well-known DTC (direct-to-consumer) mattress brand. In their integrated marketing campaign "The Perfect Mattress," Casper advertised on billboards, subways, taxis, and more, using the same consistent imagery and messaging.

来源：redantler.com

来源：redantler.com

哈哈奖

The Hilarious Animated Hulu Awards (HAHA) is another example of integrated marketing campaigns done right. The streaming platform used a mix of advertising on their own platform, website, and Twitter account to generate buzz and engagement for the first-ever animated content awards show. With fans able to access content and voting through so many channels, Hulu was able to capture not only their own subscribers but potential new subscribers to the platform. Plus, some categories included popular television shows like The Simpsons, Archer, Bob's Burgers, and Family Guy, so it was important that the campaign have a broad reach.

Spotify

Spotify's 2019 integrated marketing campaign "For the Ride" tapped into the very relatable experience of sitting in your car or taking another spin around the block to finish out that great song. Not only were there commercials like the one below, but Spotify also used billboards. Yep, that's right. A streaming music giant opted for OOH channels. And it works—where else do people spend most of their time listening to Spotify if not on their commutes where they're most likely to see billboards?

Melt Cosmetics

Melt Cosmetics used an integrated marketing campaign to launch its She's in Parties eyeshadow palette. The brand used YouTube beauty influencers to share reviews on the platform, a social media campaign with abranded hashtag, and a landing page on its website where they pulled用户生成内容从Instagram帖子使用主题标签。

来源：thedrum.com

窃笑

Snickers Brand在2010年超级碗上发起的流行的“您不是您”运动，已经成为营销人员和消费者的长期最爱。当然，该活动很有趣，但是它非常受欢迎，因为它无处不在 - 它真的很难不流行。

来源：facebook.com

Wrapping Up

An integrated marketing campaign is a wonderful way to reach your target market through various marketing channels using a consistent message that increases recall and awareness. By using the integrated marketing campaign best practices and the steps we've included here, you'll be able to focus your energies on the most effective areas and created an integrated marketing campaign that converts.

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