Insight February 18, 2016

The Importance of Integrated Campaigns


In today’s evolving digital landscape, there are a number of ways to get your message out to prospective clients and customers.

While the channels you use to distribute your message may change throughout any given campaign, one thing should remain central: the message itself. Whatever you are trying to communicate, be it a product offering, sale or company update, it is essential to think cross-channel in your efforts.

Understanding the distinction between cross-channel, or integrated, and multi-channel marketing is imperative. Multi-channel marketing refers to the ability to interact with potential customers on various platforms. In this instance, a channel might be a print ad, a radio spot, or even a social media post.

A cross-channel marketing effort, or an integrated campaign, has consistent brand messaging delivered strategically across both traditional and non-traditional channels.

To achieve a truly integrated campaign, it is important to remember the “4 Cs”, as explained by Integrated Marketing Communications[1]:

  • Coherence – different communications are logically connected.
  • Consistency – multiple messages support and reinforce, and are not contradictory.
  • Continuity – communications are connected and consistent through time.
  • Complementary – synergistic, or the sum of the parts is greater than the whole.

Your print ads and billboards, your Facebook and LinkedIn posts, your Google ads and email blasts, your radio and TV spots – all tactics should work together to achieve the goal of your campaign.

Gone are the days of merely deciding, “This month, we are going to run a few print ads in the paper.” Think about where your target audience is receiving their information. Today, people check the news and social media feeds on their smartphone before they even get out of bed, let alone open the front door to grab the newspaper. Then they will drive to work, likely passing several billboards on the way. Then, they arrive at the office and check their email (provided they haven’t already checked it 3-5 times already). Throughout the day, many will utilize a music streaming service or listen in to a local radio station. After work, they may go home and turn on the TV to watch a game or their favorite show.

Imagine the name recognition and message awareness your brand could have by showing up in a few of these moments.

By having your message consistently conveyed across multiple channels, your audience will become increasingly familiar with your brand. Over time, that familiarity can develop into confidence and trust. Once you’ve built that trust, a customer is much more likely to not only do business with you, but also to continue doing business with you.

Cross-channel marketing, it’s what brings in more customers.

This article originally appeared on The Greater Memphis Chamber SBC Big Ideas blog.

[1] Pickton, David, and Amanda Broderick. Integrated Marketing Communications. Harlow, England: Prentice Hall/Financial Times, 2005. Print.