Tell Your Story
Now it’s time to tell your story to the world. That means determining the best channels to find your audience and spread your message. The key to an integrated marketing strategy is to show a consistent message on every platform, one that will be instantly recognizable to your audience and that will echo all of your important touchpoints. In other words, your website should have the same feel—should tell the same story—as the videos on your YouTube page and the television ads you create. That doesn’t mean you need to say the exact same thing on every single platform. Marketing-Schools.org highlights this point, writing, “Integrated marketing campaigns of the 21st century aren’t just mirrors of the same advertisement being repeated over different media platforms. Instead, each platform contributes to a larger branding story.”
Old Spice found this balance with its “The Man Your Man Could Smell Like,” campaign. It started by teasing the concept on its YouTube and Facebook pages a few days before the 2010 Super Bowl and then launching its quirky, humor-filled commercial the day after the big game. The company’s marketing agency wrote, “On the heels of this success, we challenged ourselves to engage with his audience on a more intimate level. Could ‘The Man Your Man Could Smell Like’ literally have a conversation with his fans?”
The answer was yes: Old Spice developed a two-and-a-half day “Response” campaign that allowed fans to ask the commercial’s charismatic spokesperson questions. They then taped 186 personalized messages from the actor and posted it on their YouTube page. Across multiple channels, Old Spice encouraged men and women to talk men’s body wash.
Track Your Results
Like any marketing campaign, an integrated marketing campaign needs to be thoroughly tracked and measured. Dylan Whitman, the cofounder of Brand Value Accelerator agrees, noting, “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.”
Tracking your results ensures you know whether or not your campaign is achieving its goals on a broad level and whether each spoke in your marketing wheel is doing its job. If you notice, for example, that your website bounce rate is high, perhaps the site isn’t telling the same story as the rest of your marketing materials or isn’t adapting the message in the right way.
So how did the Old Spice “The Man Your Man Could Smell Like,” campaign perform? On day one, the campaign snagged 5.9 million views on YouTube. By day two, it ranked as one of the top 11 most popular video spots on YouTube. Twitter followers increased by 2,700 per cent, Facebook fan interactions jumped 800 per cent, and website traffic went up by 300 per cent. Success piled on success, and thanks to a lot of free publicity, the campaign enjoyed 1.7 billion total impressions across traditional and online media outlets. And seven months after the campaign debuted, sales of Old Spice Red Zone body wash had more than doubled from the previous year.
While you might not exactly hit it out of the stratosphere like Old Spice, an integrated marketing campaign CAN make a big, positive difference to your bottom line. Make sure you have the right tools to accurately measure your results, including analytics capabilities that let you automate a personalized marketing experience for each customer.
Time to Start Integrating Your Marketing
Your company may not be as big as Apple or Old Spice, but that doesn’t mean you can’t create a strong integrated marketing campaign. Even if your marketing department is just one person, you can still deliver a focused, consistent message across every marketing channel you use. Integrated marketing works on every scale, helping you create a cohesive message wherever your customers are.
To read our report on the state of marketing, from integrated marketing to beyond, you can find our 2016 State of Marketing Research Report here.
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