How to Pull-Off an Integrated Campaign

The Measurable Benefits of Integrated Marketing Will Change How Your Team Works


As I have written about in a recent post, integrated marketing is all about building a cohesive brand experience to enable your audience to discovery you according to their typical search and usage habits, and make the most of your various channels. In short, to be found when and where your audience looks.

There’s nothing like a checklist to help you ensure that you never miss a beat. Here are some unforgettable actions to keep in mind when planning your next marketing campaign.

■ Set a clear goal. Are you aiming for conversions? Exposure? A partner? Make your goal known across your team and keep it front of mind as you advance your campaign.

■ Identify your target audience. Do you have a niche subset of people you want to reach? Or is this a more general sweep? Be clear, and be efficient as a result.

■ Get your story straight. Having a pre-outlined message that aligns your goal to your audience will eliminate confusion as you transition from channel to channel, and across various competing attention-grabbers that crop up depending on the season and marketplace volatility.

■ Hone-in on a few channels. Do you want to run ads? Are you pushing on social media? Is there a need for print?

■ Define your deliverables. Are you creating static content? Videos? Text? Get buttoned up about the length, quantity, and quality of different assets before you create them.

■ Set a workflow – and be ready to manage the project closely. If your goals are set to timeframes, your team will be able to proceed collaboratively with as few impediments as possible.

■ Measure your results. Impact, or key performance indicators, should be pre-determined so that you know what to look for when you go to measure the success of a campaign.

If you’re a local business looking for ways to align your digital marketing strategy with the channels most native to today’s consumers, ASTRALCOM is here to help you match your goals with today’s best digital channels. Reach out to learn more about our expertise.

Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his LinkedIn profile.

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