The Tell all Guide to Integrated Marketing

Intro

Iconic marketing campaigns like the Gillette “the best a man can be” campaign or the IKEA livingroom/kitchen/bedroom are all examples of integrated marketing. A multi layered marketing technique that capitalizes on consumer tendencies. Advertising and marketing on one platform isn’t enough anymore. Each day, the number of users plugged into their cellphones and the internet grows, how should this change your marketing strategy? Companies should be looking to capitalize on all the emerging business to consumer channels. A study found that 25% of customers shopped online after visiting retail stores within 3 months. Half of purchasing online customers also went into the retail store within that same period. To top everything off, 82% of consumers use their phones in retail stores while making a purchase. Having an integrated marketing campaign allows you to capitalize on those figures and increase productivity. Now let’s get into the specifics.

What is integrated marketing?

Integrated marketing is a multilayered, multi channel marketing campaign aimed to display a single cohesive message across all platforms. Examples of channels that can be incorporated into integrated marketing include:
  • Content marketing
    • While not directly marketing the product, you are appealing to the target audience with content created to drive them to your site.
  • Local listings (newspapers)
  • TV advertisements
  • Billboard ads or displays
  • Search engine optimization (SEO)
    • Classic query search is an organic way to draw in customers.  SEO aims to capitalize on this by using keywords strategically to rank higher in searches.
  • Search engine marketing (SEM)
    • Similar to SEO except this is a paid service offered by search engines that will display your site when searchers look up certain keywords.
  • Social media marketing and optimization
  • Website content
  • Conversion optimization
  • Email Marketing
  • Marketing with partnered businesses or brands
Integrated marketing is perfect for any company, or business structure. Rather than putting your time, effort, and money into various marketing campaigns, integrated marketing is designed so that you only push one campaign at a time. Have you ever been scrolling through your social media timeline and seen an ad for a company, then seen the same company marketing the same way on tv with the same message, and then ventured to the store where next to that product there is a still version of that same narrative? That is integrated marketing. It makes the buyer aware of branding with the same message and concept, just different deliveries. Integrated marketing is also a phenomenal way for companies to stand for a particular cause. Various integrated marketing strategies look to shed light on an issue in their industry or a separate social issue impacting the world. They do this to separate themselves from the market and rise to the challenges that face different populations. Finally, an integrated marketing campaign can be done by any business. Regardless if you are a big store, a small store, or a product in a store, an integrated marketing campaign can be put to good use.

Examples of successful integrated marketing campaigns

I can guarantee you have seen or interacted with in integrated marketing campaigns whether you knew it or not. They are all around us and many of us as consumers don’t even pay attention. That is the exact mission of a marketing campaign. To get the most results without blatantly being a marketing campaign. Here are a few of the different marketing campaigns that have taken place in the past few years:
  • The New York Times, “The Truth Is Hard”
    • This Campaign started in 2018 when the New York Times was struggling to maintain subscriptions and sales.  After the highly talked about 2018 Oscars, the New York Times set out on a mission promising transparency and self reflection to their readers.  First, they released a short film with the main message begging more of a challenge to the viewer.  Asking them to prod their own thoughts and determinations of the truth.  Next leg of the campaign came on social media platforms as paid ads.  THese advertisements gave an insider perspective on the lengths that journalists go to in order to bring accurate and truthful content to their readers.  During their campaign, the Times also put up minimalist billboards in black and white bearing the phrases “The truth is hard to know, the truth is hard to find, the truth is hard to hear”.  During this time, “The Truth is Hard” was the only campaign being actively advertised by the media outlet, and for a good reason.  At the end of their campaign, the Times witnessed a 100% increase in sign ups, their highest number of new subscribers, and overall sales skyrocketed.  It is safe to say this was an extremely successful attempt at integrated marketing.
  • Gillette “the best a man can be”
    • When Gillette released their campaign “the Best a Man Can Be” it caused quite a commotion in online communities.  In 2019 following the large and active Me Too movement, Gillette released their own campaign alongside.  For decades, the slogan of the company has been “the best a man can get”, and this campaign played off of that changing the word get to be.  It was a marketing campaign, but also a social justice one.  The campaign began with one short video. This original video was designed to force men to think about their current and past actions towards women.  The video features real life events, as well all acting scenes.  Throughout the course of the campaign, the brand released smaller segments on television and created social media posts bearing the campaign title.  The entire campaign did receive some backlash online, particularly on the Twitter platform; however, the end outcome was that this shaving brand emerged as caring about more than just the audience it tailored to.  The advertisements sparked conversation in various groups and has even made its way to different post graduate education courses.  This example of integrated marketing was successful in more ways than just one, benefiting the brand, and societal awareness.
  • IKEA “home events”
    • IKEA engages in integrated marketing frequently.  Most notable are their room events.  Each year the company cycles through different integrated marketing campaigns under titles of different rooms.  Scattered throughout the year for periods two weeks at a time IKEA features different rooms in their advertisements.  This is a classic example of a way to drive traffic to your store.  IKEA plays their ads online, on the radio, and on television.  The store always sees an increase in the amount of customers purchasing the products they advertise and for this reason the campaign is successful.
  • Old spice Smell like a man
    • If you watched tv in the past few years, you have definitely seen the various “smell like a man” commercials.  These commercials transcend into stores where various displays were put up in order to continue the illusion the commercials provide.  The Old spice commercials are unique and hold the viewer’s attention, while much of the campaign relies on visuals, the unexpected commercials are extremely memorable.  This campaign has been consistently successful and is a commercial series that the population undoubtably enjoys.

 

  • Linkedin – in it together
    • Linkedin released a campaign to connect individuals upon the trait everyone shares, drive and passion.  While everyone isn’t passionate about the same things, they are passionate about something.  Linkedin’s campaign consisted of a series of black and white videos showcasing different companies and organizations.  Their goal was to get people not only to sign up for Linkedin, but to have individuals share what drives them and what they are passionate about.  Their campaign also included outdoor advertisements along with other short videos on social media.  This was yet another successful integrated marketing campaign.
  • Always – #LikeAGirl
    • Always the feminine hygiene brand released this campaign to challenge the gender stereotypes that come with being a girl.  Their ads featured on all platforms shared images of women doing activities that are generally male dominated.  Additionally their ads included the common antidote that follows compliments towards women, “like a girl”; many of their commercials opened with the phrase “run Like a girl” featured alongside professional runners.  The campaign was featured in magazines and in stores as well.  A unique and particularly effective aspect of this campaign was the fact they used a hashtag, this allows for the success to be monitored.  With over 1.6 million posts on instagram alone, it is safe to say the campaign succeeded in not only improving brand recognition, but empowers women along the way. 
These have only been a few of the successful campaigns, there are plenty of others that havent been mentioned but i’m sure everyone witnesses each and every single day. But why should you be interested?

Why should I try integrated marketing?

You may be taking advantage of every single one of the marketing channels, but you may be wasting time and money doing them separately.  Integrated marketing can increase customer conversion rates.  Take IKEA or the Times for example.  After an integrated marketing campaign, IKEA saw a 9% increase in living room and over 12% in kitchen sales.  The Times was even more successful, with a 100% increase in sign ups.

Next benefit of integrated marketing is that all of your advertisements will be passing the same message in a unified way.  This is a great strategy when you are pushing a new product, want to rebrand, or switch up your deliveries.

Thirdly, your presence online will benefit no doubt from integrated marketing.  If we use gillette as an example, we see the change in online presence and online buzz has been altered when it comes to the brand.  THis is only natural with a good campaign because of course everyone will be talking about it.

Additionally, Integrated marketing saves money.  Instead of pouring funds into different marketing initiatives, you can pour a fraction of that into an integrated marketing campaign and achieve amazing results.

Advertise across multiple platforms targeting various audiences.  As a result of integrated marketing campaigns structure, cross platform advertising is encouraged.  You can target just about anyone with your campaign content and structure, cross platform advertising plays a major role in doing so.

Components of integrated marketing

Now that all the basic knowledge has been ironed out, we can work through the detailed components of integrated marketing. Rather than going through each element, the RACE acronym provides perspective of the essential components.
R stands for reach. How far does your campaign extend? Is it local? Municipal? National? Or even Global? You can monitor the reach based on how you advertise, and on which platform. With technology being readily available everywhere, it has broadened the horizons in the world of marketing. Take every opportunity you can to extend the reach! The components of ‘Reach’ include:
      • TV
      • Radio
      • Print
      • Events
      • Sponsorship
      • Search PPC (pay per click)
      • SEO
      • Content Marketing
      • Popup Stores
The A stands for Act. During a campaign, you can’t just put your ads out and hope for the best, You have to engage with customers in order to maximize effectiveness and creativity. Even something as simple as offering coupons at the store, or holding a pop up stand. The age of social media is phenomenal when it comes to acting. You can post updates on your campaign and reach out to consumers to receive feedback on your products. The components that accompany acting in integrated marketing are:
      • Popup Stores
      • Social Media
      • Influencer Outreach
      • Google Shopping
      • Affiliates
      • CRO 
      • Remarketing
      • Merchandising
      • Marketing Automation
Convert is what C stands for. Converting refers to the act of taking a consumer who has come in contact with the reach or acts of your campaign, and turning them into a paying customer. Each of these channels can also be used to keep repeat customers as well.
      • Omnichannel campaigns
      • Messenger bots
      • Click + collect
      • Community
Finally the E stands for Engage. You want to provide ways for your customer to remain engaged in the services. This is best if it seems personal at each stage
      • Personalized Loyalty programs
      • Top-grade Customer service 
      • Social customer service
      • Re-engage email program

Important tips

Like any marketing campaign, there are some companies who are able to implement it better than others. In order to maximize the effect, ensure your campaign includes the following aspects.
Available to meet or chat with customers
Having this available is as simple as having a chat option on your website. This shows that you truly care about your customers interactions and experience with your company. During an integrated marketing campaign this is especially important because consumers may have questions that you can answer.
Flexibility
Be flexible in as many ways as you can, everyone is busy in their lives. For most, buying and trying new products isn’t a top priority. You can make it easier for consumers to add a purchase into their days by being flexible. Make it known where people can go to check you out and make sure it is accessible for everyone.
Encourage user interaction whenever possible
Include as many interactive elements if you can, force users to engage with your content. This can be as easy as adding a call to action to your ads or including a mini game of sorts to some of the content.
Consistency
Keep consistent with your ad deliveries and characteristics. It can be slightly confusing to consumers of you have too many different messages being sent out, best to stick with just one.You will be able to measure your campaign success much better if each ad is sending the same message. Additionally, the impact will be more effective if you remain consistent with the content in the ads.
Multiple touch points
Having many points of contact will skyrocket your brand recognition. If they see your ad on tv, then on the computer, then even in person, a consumer is much more likely to go check out what you are selling. Take the TImes for example, with so many touch points, it was almost impossible for people not to want to check it out.

Conclusion

Now you have learned all you need to know about integrated marketing. You now know what integrated marketing is, have examples to reflect on, know the components and how to apply them, and finally some insider tips. Now it’s time to take what you’ve learned and apply it to your own business. Contact 23e2 to let us help make your campaign as successful as it can possibly be! Fill out the form below or send us an email and we will get back to you as soon as we can.