The explosive growth of digital marketing has led businesses to opt for newer and improved marketing strategies. Be it a small, medium or large business, tapping into the power of integrated marketing campaigns is more important than ever.

Integrated marketing campaigns are sometimes referred to as 360-degree marketing or omnichannel marketing campaigns.

But what is integrated marketing? How do you build an integrated marketing campaign? Read on as we tell you all there is to know about integrated marketing campaigns.

What Is An Integrated Marketing Campaign?

A campaign that is created across multiple channels that work together in a combination to achieve the same set of marketing goals is called an integrated marketing campaign. The integrated marketing campaigns can be across channels like billboards, digital ads like Facebook ads, Google Ads, content marketing, television, print media, etc.

What Are The Benefits Of Integrated Marketing Campaigns?

The benefits of having an integrated marketing campaign in place are numerous, including:

1. Wider reach

Integrated marketing campaigns are designed to achieve marketing goals across multiple channels. These channels can be paid media, earned media and social media space.

Not every potential customer uses social media, nor does everyone watch television. Therefore, marketing across channels helps you to reach unique customers on every different channel.

2. Effective:

Affiliate programs are generally performance oriented, meaning an affiliate only earns if a person actually makes a purchase using the affiliate’s link. This performance based incentive drives affiliates to bring in more leads and conversions.

2. Cost-effective

Integrated marketing campaigns are time and cost-effective. How? Because the amount of time and money spent on 10 different teams, for 10 different campaigns is much higher compared to 1 integrated team working on a single integrated marketing campaign.

3. Higher ROI:

Achieving marketing goals like brand awareness, more lead conversions, more sign-ups, etc is much easier when there are campaigns running across channels. Also, omnichannel marketing increases your probability of achieving the goals and thereby getting you a higher return on investment (ROI).

4. Better brand recall:

It is the 21st century and the market is bombarded with many brands every single day. In times like these, not having omnichannel marketing strategies can hamper brand recognition and recall massively.

Integrated marketing campaigns help you to market across channels. When an ad is seen by customers on more than one channel, they are more likely to remember the ad and the brand as compared to seeing the ad once.

How To Build An Integrated Marketing Campaign?

Integrated marketing campaigns may seem hard to begin with (they aren’t). But once you’ve got the hang of it, it can be like a piece of cake for you. To help you get started, we have put down the basic steps to follow while planning an integrated marketing campaign.

1. Define Campaign Goals

The very first step of starting anything - be it fitness routine, healthy eating, starting a business or anything for that matter - is defining your goals.

If your goals are not well defined, it can take you two steps backward and right to where you started. That is why, it is super important you take your time to clearly define what is the outcome you are looking at.

For example, define:

a. Expected outcome - Are you looking for 20% more sales or increased brand awareness or 500 sign-ups.

b. Timeline - When are you planning to launch the campaign? Is it around a specific season or a festival?

c. Budget - If the timeline is too soon, the costs could be exorbitant. Is it possible to execute everything in the available marketing budget?

d. Message - Define the message you are trying to convey - whether you want them to sign-up or visit your website - the CTA needs to be clear and actionable.

2. Analyze Your Target Market

Target market analysis helps you place your campaigns strategically. For example: if your target market is teens, the best place would be TikTok or Instagram. Whereas if your target market is above 60 years, the best place would be television and print media.

3. Finalize Marketing Channels

Marketing channels do not come cheap and that is why placing your campaign on the wrong channel can make you pay a hefty price. Each channel plays a significant role of its own. Basis your target market analysis and the purpose of your campaign, you can decide on the below marketing channels:

a. Social Media

b. Billboards

c. Television

d. Print Media

e. SEO, etc

4. Define Campaign Success

Success of a campaign can be measured on the basis of metrics. The metrics can be any of the below based on your marketing goals:

a. Impressions,

b. Sales,

c. Views,

d. Sign-Ups,

e. KYCs, etc.

Remember, it is also important to have a team of experts in place to carry out your integrated marketing campaign successfully. After all, a team can make or break your brand, campaign and much more.

Best Integrated Marketing Campaigns Examples

Here are a few of our favorite integrated marketing campaign examples to inspire your next campaign:

1. Groww

Groww is an investment and trading platform that helps users to invest in stocks, mutual funds, FDs, F&Os, etc.

Lately, the app has been gaining popularity among new and young investors, thanks to its initial ad campaign. Investment has become quite popular among youngsters and Groww jumped into the market with an aim to capture this audience.

A major campaign that helped Groww tap into the Indian market is their ‘Ab India Karega Invest’ campaign. The campaign was launched across 52 cities and aimed to bridge the investor education gap among Indians. Through this campaign, Groww held conferences across cities to make people more informed about stocks trading and investment.

2. Maybelline

We have often seen white-washed and photoshopped images of actors and models in major magazines, commercials and motion pictures. This has resulted in body image and skin tone related insecurities.

People have revolted against the idea of make-up and how the ones available in the market are often made to suit only fair skin tones.

Maybelline, a popular international cosmetic brand launched their highly acclaimed campaign - the ‘Fit Me As I Am’ campaign. The brand launched TVCs, social media and print media ads targeting the Indian market.

The idea behind the campaign was to promote their new range of foundation creams that come in 16 different shades made to suit all types of Indian skin tones. These foundations are made to fit each individual’s skin tone and not change the tone drastically with unsuitable foundation shades.

Here are a few glimpses from their ‘Fit Me As I Am’ campaign:

3. Uber

Post lockdowns, covid instilled the fear of catching the virus among people while using public transport. Many people resorted to using cab services by Uber and Ola.

The ad for the campaign ‘ #SaferForEachOther’ aimed to create a shared view of safety among people. The ad aimed to encourage people to take all safety precautions to prevent the spread of covid and ensure the ride is safe for the driver as well as the next passenger.

The campaign was launched across platforms. Here is a glimpse of the ad:

Conclusion

Many businesses do not have proper integrated marketing campaigns in place, and you do not want to be one of them.

In a world that is rapidly changing, you need to be a step ahead of your competition. One way to do that is by integrated marketing campaigns.

TConnect with Footprynt today to get your first integrated marketing campaign up and running.