Add Integrated Marketing To Your Marketing Mix
Monday, December 21, 2009
Getting Started With Integrated Marketing
Perhaps you’re running marketing campaigns across multiple media. Even if you’re using something as simple as the Yellow Pages from a print perspective, there’s usually a corresponding form of online marketing that can enhance results.
One of the easiest ways to take advantage of an integrated campaign is use direct mail with a corresponding landing page. For example, I recently worked with a local retailer who was trying to bring more people into their store during the holiday season. My recommendation was to mail out post cards to past customers and nearby prospects that contained an offer.
The post card contained a special offer on select merchandise available in the store. To get a full list of applicable products that could be purchased during the promotional period, users were given a URL to a specially designed landing page. They could print a special coupon by visiting the URL included on the postcard. The web page included additional merchandise, specific information about the promotion, and an opportunity to sign up for special offers. This resulted in a number of outcomes including increased foot traffic and a list of emails that could be used for promotional purposes.
Start Small and Build From There
Creating an integrated marketing program is not an easy thing. All aspects of your campaign need to be well planned and tracked. Often times I see companies working towards integrated marketing only to give it an effort that is partially thought through. When asking consumers to go from an off line piece of marketing (an ad, a post card, a brochure) to an online information or offer, marketers are wise for focus on their audience and product or service benefits.
The best thing you can do is to start with a small campaign. Perhaps your campaign is similar to the retail example above. Or, perhaps you start with a special offer that is communicated via a flyer or newspaper ad. Your landing page needs to be designed with the specific offer in mind. Driving individuals to your home page is a waste of money.Integrated marketing is only successful is you are relevant. Your messaging must be consistent both online and off. In addition, the look and feel of your offer and landing page should be as consistent as possible. This improves the user experience and enhances conversion rates. When beginning with a small campaign, it’s easier to get the details right and see success.
Split Test and Tracking
Whether you’re running a traditional print campaign or an online marketing program, it’s best to be in a mode of continual testing. Start with a split test. Change your headline, experiment with a different offer, or change your copy. Regardless of which element you choose, split testing sets you up for future winning campaigns.
Track your results using basic web tracking like Google Analytics. To make the most of your integrated campaign, you’ll need a way to track whether your web visitors arrived directly from your promotion. By driving users to a specific URL identified in your direct marketing piece or ad, you’ll be able to measure web traffic. Additionally, require a special promotional code to be entered on your order form. In combination, you’ll have a number of data points that provide valuable information about your promotion.
Integrated marketing can work extremely well if your concept is simple and well executed. Start with a well thought through plan that is easily implemented. The effectiveness of any direct campaign is largely based on the offer and you’re list. Creative has less impact on the overall success of your campaign. So get started and be sure to test your campaign, comparing it to the effectiveness of your other marketing initiatives. You may find that integrated marketing has a better result than other forms of marketing on their own.
Marketing Blog founder and top-selling author Michael Fleischner has been featured on The TODAY Show, ABC World News, and Bloomerg Radio. 
8 comments :
Another creative way to have your postcard stand out is to use personal urls. An example of a Personal URL would be: yoursite.com/Jim.Smith and when "Jim" visits his personal url, the website will usually be customized to him. Personal URLs used to be difficult and expensive, but I recently created an application that is not only affordable, but extremely easy to use. You can check it out at at Purlem's website.
HI!im from Indonesia,thanks for you Info marketing blog!
mmm very nice and intereting article. Campaign regarding postcard is one of the best method to make more clients..
Cheers
Nice article... Keep up the good work
Hi Sir,
Nice to see your blog
I love the information about promo post cards with a link attached. So easy and so effective! Do you have any stats on how effective this reaches consumers besides web trafficing counters?
Hi, Just wanted to let everyone know that marketing with plastic cards is a great way to get more for your money! I have had great luck with Plastic Print Shop. I highly recommend them. I used them as gift cards for my business.
I highly recommend to join social groups and Networks with relevant campaign to get more for your money!!
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