The first part of this series discussed the basics of integrated marketing and how the method blends traditional techniques with digital parts. The previous article looked at how this modern tool combined the elements of more conventional outbound marketing with inbound marketing.
This second installment looks at how to take a step back and watch how these moving parts interact by looking at a few hypothetical campaigns that bridge the gap between cyberspace, print, radio and television.
Integrated Marketing Campaign Example
Some of the best integrated marketing campaigns encourage customers to support local small businesses. For example, an event promoting small retailers in a place like Pennsylvania could start with a hashtag like #ShopPenn as the fulcrum of the campaign.
That twitter hashtag might point to some YouTube videos about specific local businesses in the Pennsylvania area and perhaps even a live event to be held in a public location where shop owners can distribute pamphlets and flyers, all through one centrally organized campaign.
The Sagefrog Marketing Group has long been leaders in the integrated marketing space. Their 2017 B2B Marketing Mix Report highlights the need to use this integrated technique to engage both younger and older demographics.
The survey notes:
- 55 percent of businesses don’t have a formal marketing plan.
- The top lead sources have email marketing, social media marketing, public relations and trade show events all sharing space as big drivers for success.
- Online marketing and trade shows and events have excellent ROI.
Mark Schmukler, CEO and Co-founder of Sagefrog Marketing Group, sees the parts of these campaigns as interrelated and the focus continually shifting.
“I think the whole thing is a pendulum really,” he tells Small Business Trends. “When digital first came along it was so innovative and powerful people thought all the old channels were dead.” He goes on to say that while digital routes are great for measuring ROI, people are looking to drive revenue too and that’s where these more traditional tools come in.
There are more than a few examples that prove Schmukler’s point. Narrowing the focus helps to get the message out across different channels to your target market. Not everyone needs to be on Facebook or Pinterest. Deciding what’s right for your business and target market is critical.
Therefore, it stands to reason a good marketing communications mix might have several elements like:
- A press release.
- Product giveaways on social media that tie in with a series of limited coupons.
- A website that’s updated with new offers.
- Demos and events where your product or service gets demonstrated.
Here’s another example of a campaign that would have your goods and services flying off the shelves.
Selling Refurbished Computers?
Let’s say you’ve got a small business selling refurbished computers — a nice example that combines digital uses with a physical product. A website would need to be a part of any integrated marketing campaign and it’s a good idea to offer some kind of break on shipping so you can compete with the bigger players in the online space.
A good old-fashioned press release might highlight the fact that you’re going to give a free seminar on the best practices to use in the cloud. Having your logo strategically placed on charging booths at the local computer show makes sure you’re covering all the bases.
The last word here goes to the experts. Schmukler is clear you shouldn’t assume your small business will get to where it needs to go without thinking outside the traditional advertising box.
“I think there are opportunities for even traditional brick and mortar businesses to look at online revenue streams,” he adds. “What’s hot now is paid social media where I can sponsor a post on your timeline.”
Business Team Photo via Shutterstock