Use Integrated Marketing to Provide Results

• 

If you are seeking to optimize the return on your marketing investment, then you need to develop an integrated marketing campaign. An integrated marketing project uses more than one medium to interact a message to your audience. Integrated marketing can also imply a marketing project that leverages the power of various media types to move a suspect through the process of ending up being a client.

The most effective marketing campaigns begin with the media type that particular potential customers use regularly. For example, generation Y is extremely engaged with direct mail. Research studies have actually revealed that individuals who fall within this customer segment spend a great deal of time opening and reading their mail. That holding true, you wish to make sure that your very first contact with generation Y prospects is lined up with their messaging preference of direct marketing.

As soon as you have chosen where to start, you require to think of other media regularly utilized by your target section.

• 

Following the example above, let us assume that the exact same people who read their mail also inspect email frequently. With a minimum of two marketing mediums recognized, you are prepared to begin planning your next integrated marketing campaign.

Begin with the end in mind. If you are seeking to offer a product, you require to think of the audience, message, deal, and timing of your campaign. Having actually determined the proper marketing vehicles you will be using, establish marketing pieces in a consistent way. You want the appearance, feel, and tone of your communications to be related throughout all media types if not similar. Most significantly, communicate your unique selling proposition throughout all marketing touch points.

To continue with the example above, let us assume that we’re going to be offering widgets to a sub-segment of our generation Y audience. We will start with a direct-mail advertising piece explaining the needs of our audience and how our widgets are the only ones that feature a money-back warranty.

• 

Recipients of the piece are asked to go to a unique website that provides a product demo. The exact same message is sent out through e-mail to the very same audience ensuring maximum exposure.

When visitors visit our specialty web page, they get in a code to access the demonstration. At the conclusion of the demo, web browsers are used a discount rate if they put an order online and an inquiry type. Prospects wishing to delay their purchase can ask for extra information through the questions form offered.

For people who entered their code to access the demo but did not purchase, an e-mail is produced with an even more aggressive deal attempting to convert them. This can be achieved through distinct tracking URLs or codes that prospects require to go into prior to seeing a demonstration. This is very similar to those marketing projects that benefit from deserted shopping carts! For those people asking for more info, a telesales representative would call them, again stressing our crucial message points such as the money-back assurance.

• 

This incorporated project makes use of mail, e-mail, a webpage, and phone. However, similar projects might utilize any additional media types that are suitable such as marketing, public relations, outside, and so on. The secret is to produce an integrated marketing project with a consistent message.

Once you have completed your project, it’s time to measure outcomes and determine what generated your biggest response. Did your direct marketing piece create sees to your webpage? Did those users transform? How about your e-mail? These details will be handy when doing similar marketing projects in the future, providing guidance to fine-tune the media utilized, the messaging, or your offer.

It is once again crucial to stress that integrated marketing ought to be driven by the interaction preferences of your audience. Develop a deeper understanding of how your audience makes decisions and the kinds of media they utilize to collect and examine product information.

Then make certain to put these media types at the center of your marketing campaign. Always remember, “The Media Is the Message. ” Click Here To Learn More