Register now or log in to join your professional community.
Marketing experts share their strategies for developing a successful marketing campaign in today's multi-channel, mobile, social-media-driven world. Today, marketers have more choices than ever regarding how and where to promote or advertise products and services. In addition to traditional methods, such as print advertising and direct marketing, you have email marketing, Web-based advertising and multiple social media sites, such as Facebook, Twitter and YouTube, as well as mobile marketing.
While there is no one sure-fire formula for digital marketers to creating a successful integrated marketing campaign, there are steps that businesses and marketers can take to maximize viewership.
Step1: Have a clear understanding of who your target audience is. According to marketing communication consultant It's important to clearly identify who are target audience , both demographic and psychographic attitudes, interests and behaviors, to help develop key messages and to identify the best communication channels to reach them. A digital marketing manager should ask himself, or his marketing team: Who are your target customers? What are their motivations? How do they like being communicated to? Which newspapers or magazines do they read and which sites do they visit regularly? Which channels are they using? And if they're using social media, what are they talking about? All these questions need to be answered before developing your integrated marketing strategy.
Step2: Pick your channels. asking, 'Which channels do my customers use?' ask yourself 'What are the channels' strengths and weaknesses? How will they help me reach my business objectives? It's better to concentrate on the more effective channels than trying to be everywhere all the time.
Step3: Have a consistent look. Make sure your visual identity is consistent, Visual identity is far more than your logo. It entails having a common overarching design (look and feel), style of photography and graphics, consistent logo treatment [and] common colors and fonts.
Step4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels."Because it can take more than five impressions for an individual to recognize a brand or specific marketing message, follow the three Cs for marketing messages. Communications messaging and offers must be clear not filled with confusing in words/phrases, compelling interesting and/or topical to the receiver and consistent regardless of channel Web, phone, in-store, mobile
Step5: Ensure that your messaging is integrated. Make sure each element of your marketing campaign "is set up to drive traffic to your ultimate target, whether your target is a website for purchases, reservations, email newsletter subscriptions, blog RSS subscriptions, etc. or a social network like Facebook or Twitter (for engagement.
Step6: Make sure your marketing teams/agencies are working in sync. If you have multiple members of a team working on disparate projects within the same integrated marketing campaign, facilitate team meetings to ensure all members are on the same page, the message behind the campaign is consistent and to manage company brand standards across the campaign.
Step7: Don't forget to track your campaigns and coupons. According to a digital marketing consultants, the most important aspect of any campaign, and most especially integrated campaigns, is putting the proper analytics and attribution methods in place to really understand how you're achieving conversions and/or results
(Jennifer Lonoff Schiff , a marketing communications consultant)
