Use Integrated Marketing To Deliver Results

Use Integrated Marketing To Deliver Results

Use Integrated Marketing to​ Deliver Results
If you’re looking to​ maximize the​ return on​ your marketing spend,​ than you​ need to​ develop an​ integrated marketing campaign .​
An integrated marketing campaign uses more than one medium to​ communicate a​ message to​ your audience .​
Integrated marketing can also mean a​ marketing campaign that leverages the​ power of​ different media types to​ move a​ suspect through the​ process of​ becoming a​ customer.
The most successful marketing campaigns begin with the​ media type that particular prospects use regularly .​
For example,​ generation Y is​ very engaged with direct mail .​
Studies have shown that individuals who fall within this consumer segment spend a​ lot of​ time opening and reading their mail .​
That being the​ case,​ you​ want to​ make sure that your first contact with generation Y prospects is​ aligned with their messaging preference of​ direct marketing.
Once you’ve decided where to​ start,​ you​ need to​ think about other media regularly used by your target segment .​
Following the​ example above,​ let’s assume that the​ same individuals who read their mail also check email regularly .​
With at​ least two marketing mediums identified,​ you’re ready to​ begin planning your next integrated marketing campaign .​

Begin with the​ end in​ mind .​
If you​ are looking to​ sell a​ product,​ you​ need to​ think about the​ audience,​ message,​ offer,​ and timing of​ your campaign .​
Having identified the​ proper marketing vehicles/media you’ll be using,​ develop marketing pieces in​ a​ consistent manner .​
you​ want the​ look,​ feel,​ and tone of​ your communications to​ be related across all media types if​ not identical .​
Most importantly,​ communicate your unique selling proposition throughout all marketing touch points.
To continue with the​ example above,​ let’s assume that we’re going to​ be selling widgets to​ a​ sub-segment of​ our generation Y audience .​
We will begin with a​ direct mail piece describing the​ needs of​ our audience and how our widgets are the​ only ones that come with a​ money-back guarantee .​
Recipients of​ the​ piece are asked to​ visit a​ special web page that provides a​ product demo .​
The same message is​ sent via email to​ the​ same audience – ensuring maximum exposure.
When visitors log on​ to​ our specialty web page,​ they enter a​ code to​ access the​ demo .​
At the​ conclusion of​ the​ demo,​ browsers are offered a​ discount if​ they place an​ order online and an​ inquiry form .​
Prospects wishing to​ delay their purchase can request additional information through the​ inquiry form provided .​

For individuals who entered their code to​ access the​ demo but did not purchase,​ an​ email is​ generated with an​ even more aggressive offer – attempting to​ convert them .​
This can be accomplished through unique tracking URLs or​ codes that prospects need to​ be enter prior to​ viewing a​ demo .​
This is​ very similar to​ those marketing campaigns that take advantage of​ abandoned shopping carts! For those individuals requesting more information,​ a​ telesales representative would contact them,​ again stressing our key message points such as​ the​ money back guarantee.
This integrated campaign utilizes mail,​ email,​ a​ webpage,​ and phone .​
However,​ similar campaigns could use any additional media types that are appropriate (advertising,​ public relations,​ outdoor,​ etc.) .​
the​ key is​ to​ produce an​ integrated marketing campaign with a​ consistent message.

Once you’ve completed your campaign,​ its time to​ quantify results and determine what generated your greatest response .​
Did your direct marketing piece generate visits to​ your webpage? Did those users convert? How about your email? This information will be helpful when doing similar marketing campaigns in​ the​ future,​ providing guidance to​ fine tune the​ media used,​ the​ messaging,​ and/or your offer .​

It is​ again important to​ stress that integrated marketing should be driven by the​ communication preferences of​ your audience .​
Develop a​ deeper understanding of​ how your audience makes decisions and the​ types of​ media they use to​ gather and analyze product information .​
Then be sure to​ put these media types at​ the​ center of​ your marketing campaign .​
Never forget,​ the​ Media is​ the​ Message.

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