A manifesto and ten point checklist for delivering more relevant online and offline communications
To gain the best results from integrated marketing communications needs deep understanding of the multiple touchpoints that a brand has with its prospects and customers on its own sites, partner sites digital and traditional media defining paid, owned and earned media.
Requirements for effective integrated communications
In marketing, it's common to say that effective communication is about delivering the right message to the right audience at the right time. That's true, but the reality in multi-channel marketing is more complex. Multi-channel communications are more complex as Dave Chaffey of Smart Insights shows in Digital Marketing: Strategy, Implementation and Practice. He says that what we’re trying to create using paid integrated with other media is
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers forming different segments
across a defined customer lifecycle
Why integrated multichannel marketing is essential to your business's success
Without getting too Aristotelian, with marketing, the whole is most certainly more than the sum of its parts - when it's done right that is. That's the essential essence of integrated marketing - that by coordinating messages across channels the results from increasing brand awareness, familiarity, favourability and purchase intent are far higher than when taking a less integrated approach which fails to coordinate.
With the introduction of a whole host of new digital marketing channels over the past decade, such as Instagram, Snapchat and Pinterest as well as existing digital platforms like Google, Facebook and Twitter, the integration of marketing channel has never been more difficult or more important.
In this article, I will review what integrated multichannel marketing means today and look at examples of good and less good practice. To learn out to create a multichannel marketing channel see our…
Get Ahead With an Integrated Marketing Campaign
Integrated marketing campaigns bring different channels together to deliver a message that helps the customer to properly identify the brand or product being promoted.
One of the best examples of an integrated marketing campaign done right is from Compare the Market and their meerkat. By creating a toy that customers could own, the campaign went far deeper than a mere advertising campaign on TV or the internet.
The fun and friendly characters have helped turn insurance into something that even children can connect to and after a year, the campaign had helped to increase the market share of Compare the Market by 76%.
According to David Pickton and Dr Amanda Broderick, authors of Integrated Marketing Communications, there are four essential C’s that need to be followed in order to craft an integrated campaign. For anyone looking for ways to create a successful strategy of their…
Chart of the Day: A case study shows how integrating these channels increases purchase
This chart of the day is a little different from the typical insights we have about consumer and business use of digital media and tech. It fits with our current integrated marketing theme, showing how two channels can be more powerful than one. We know that is the theory of integrated communications, but you only get to see the reality when a 'hold-out' test is run for a campaign with a control group who saw one media type only. These are rarely published, so this isn't new, but the principle still applies.
Here's the test design, you can see that some of the audience of the retailer who ran the test just got to receive an email (the control group), others were served Facebook ads, but the interesting group are the combined 16% who opened emails and…
It seems you either have what it takes... or not
When speaking to businesses about their marketing, integration is a common challenge, whether that's integration of comms, technology or teams within a business.
The latest Econsultancy / Adobe Digital Intelligence briefing sheds some light on how many businesses have achieved integration. It's encouraging to see that nearly half of businesses can confidently state:
Digital Marketing permeates most of our marketing activities
Kudos to the businesses that say that digital permeates all our marketing activities or that they are 'digital first'.
It's less encouraging to see that this figure hasn't changed much over the last 3 years. What's more, integration is severely lacking in nearly one-fifth of companies say that digital marketing is 'very much separate'.
Source: Digital Intelligence 2017 briefing
Sample: 14,163 respondents globally (64% client-side)
Recommended Smart Insights resource: Managing a Digital Marketing Centre of Excellence -…
The average number of connected devices per consumer is 3.64
When we think of communicating with consumers through digital devices we know that mobile devices have become far more important in recent years with many businesses seeing more than 50% of consumers website sessions on mobile devices. This growth has led to the 'mobile-first' philosophy, yet we should remember that consumer usage is more complex than this. Many consumers and households are multi-platform, using a combination of smartphone, desktop and tablet devices.
This ownership is shown by this 2016 data which shows and average of nearly 4 devices per person. So typically that will be desktop, phone, tablet plus other devices such as connected TVs or consoles. Another survey by Pew Internet showed that 36% of Americans own a desktop, tablet and smartphone.
So a clear implication of the…
Preventing churn is key to improving revenue
For subscription-based businesses like SaaS companies, churn rate is a crucial metric that determines overall performance. Simply put, churn rate is the rate at which customers cut ties with your service during a given period. This percentage gives you a clear idea about your customer retention, which is an important factor defining a company’s success. Looking at the below chart you'll see that the lower the churn rate, the better your business is performing.
Importance of Churn Rate in SAAS
Churn rate is easily one of the most essential metrics when measuring the performance of SaaS businesses. Totango reports that the fastest-growing companies will reduce churn rate less than 5%. For SaaS companies, a lot of time and money is spent on acquiring customers. Since this investment pays off over time, the…
Making a brand meaningful
According to the 2015 Meaningful Brands research by Havas, most people would not care if 74% of all brands disappeared for good. This should be a wake-up call for the majority of brands. The marketing landscape is continuously changing and digital technology is developing faster than ever. It will come as no surprise, that some businesses fail to keep up with these trends.
Most of the problems that brands face nowadays result from problems in marketing communication. Many marketers have not updated their strategies to today's consumers who are more demanding in terms of customers service, less loyal to favorite brands and more resistant to traditional marketing messages.
December is usually the time when most companies sum up the whole year and prepare for the upcoming months.
1. Ad blocking will continue to grow
Users that use ad blockers…
The ingredients for an effective integrated marketing campaign
A truly integrated marketing campaign is the holy grail of marketing. Brands crave this, thought leaders recommend it, and agencies claim to be able to offer it (but they don’t always manage to deliver).
Whilst the brands that do get it right see spectacular results (see these integrated marketing campaign examples), many fail to produce truly integrated campaigns, or integrate them in such a way that doesn’t actually confer any advantage and therefore fails to generate the buzz and ROI that might have been expected.
Is this because, all too often, marketing campaigns are created under the assumption that ads that simply have the same look across different channels will magically result in better integration? While the 4Cs of integrated communications, that's Coherence, Consistency, Continuity and Complementary will with increased Frequency of viewing ads boost recall, they are not the best premise for…
Integrating your email and social media marketing opens the door to exploiting a wealth of data.
Integrating your email marketing audience with your social media audience should already be a game-plan-in-action within your marketing strategy. Using the rich data that comes from crossing these marketing channels however is often the post game oversight.
Email and social media are touch points your audience interacts with daily - channels you yourself have spent time on today. Social Media Examiner wrote what’s turned out to be an evergreen piece of content titled 9 Ways to Integrate Email and Social Media Marketing. This content lives on today because the fundamental relationship between emails and social media for the user remains the same, as do the benefits for marketing teams. Consider the amplification of your email message that social can provide, consider the data you can collect using email service provider platforms (ESPs) and how…