In this hyperconnected world, integrated marketing plays a greater role than ever before. Today's consumers not only appreciate a smooth, multidimensional brand experience across platforms, they expect it — and, as CMO Digital Forum points out, they're quick to turn on brands that get it wrong. An integrated message across multiple platforms is key, and truly integrated marketing campaigns do more than slap a signature color across their media or use the same tagline. Campaigns today must not only consider what's right for various media, but build upon different channels to increase purchase intent. It's both a challenge and an opportunity.
Pay Attention to Detail
When it comes to integrating online and traditional media, attention to detail is critical. Even the simplest misstep can have far-reaching consequences. For example, what if a brand's TV ads direct customers to a promotional website, but they've overlooked the renewal date for the domain they've set up, and someone else snatches it up? This can send customers to nefarious outside agents, or even to the competition. All the effort they've spent on their integrated campaign will go to waste. That's just one small detail, which gives you an idea of the need for integration between the digital and traditional arms of marketing. True alignment goes even further.
When you're running a TV campaign, your digital presence still counts. According to Think With Google, viewers are using their phones and tablets to search for information about what they're watching — and this includes the commercials. So you'll want to be sure to capture those visitors with a responsive website as well as an up-to-date listings management and paid search campaign, so that customers who see your TV ad can find you when they go online for additional information.
Align Digital and Traditional Campaigns
When technology and messaging for each channel work together, they help your customer move seamlessly toward purchase. Take, for example, a car dealer. The dealership places radio or television ads offering a free flat-screen TV with purchase or lease, and the ads include a CTA to visit their website for details. A banner on the home page will greet customers, with another CTA to click for details. The dedicated page shows eligible models and directs them — as part of the qualification process — to register on the dealer's Facebook or Twitter. The Facebook page offers an app with directions to the dealership and can also deliver other offers such as rebates, service specials and upgrades. Once the potential customer is at the showroom, dealers can make use of beacons to deliver additional deals and promos. Then the customer is teed up and ready for a salesperson to close the deal. Every aspect of the campaign drives the customer further down the funnel toward conversion.
The opportunity is enormous, but it requires a great deal of coordination. The needs of different platforms vary. A Twitter or Facebook campaign can be implemented in minutes, whereas television and radio ads require additional time for ad production. The same goes for print, particularly magazines, which can require anywhere from three to six months' lead time. Even the CTA varies because no form of offline media can support a long or random URL. Working with a trusted media partner can minimize frustration and maximize revenue to build a truly integrated marketing campaign.
