A wise brand uses many marketing channels to reach its target audience. But a successful one will integrate its multi-channel efforts into one cohesive marketing campaign where all the parts work together to better each other's performance and drive the campaign to success. The following white paper breaks down why integrated marketing should be a strategy that a brand employs and offers some examples of what makes a successful integrated campaign run.
CONSUMER RETAIL:
Channel Integration - Reaching as Many Consumers As Possible With A Single Marketing MessageS E V E N S T E P S Y O U S H O U L D TA K E PA G E 2
contents
Introduction 03
The Why and How of Performing an Integrated 04Online Marketing Campaign
Channel Integration Possibilities 06
E-mail + Social Media 06
Social Media + Search Engine Optimization 06
Search Engine Optimization + Pay-Per-Click 09
Additional Examples of Integrated Campaigns 13
SonicWALL 13
HubSpot 14
How an Integrated Campaign Can Reach Your 16Brand's Target Audience
Conclusion 18
Resources 18
Contributors 20
Contacts 20
MMaakkee IItt GGrreeeenn.. wwwwww..LLeeaappFFrrooggIInntteerraaccttiivvee..ccoommS E V E N S T E P S Y O U S H O U L D TA K E PA G E 3
introduction
A single channel interactive marketing multiple channels rather than a single one. campaign is no longer enough for a brand A campaign that takes the next step and that wants to stay competitive within its integrates these various, independently run industry. A brand can still do well by executing channel campaigns into a single, unified a strong search campaign but an increasing whole with each channel complimenting and number of marketers are also investing their supporting the others, will be able to optimize marketing budgets into other channels. It's a a brand's return on investment. trend that has not gone unnoticed. Forrester Research's U.S. Interactive Marketing Forecast The more avenues a brand can use to connect predicts the next five years will not have a with its target audience can only increase its single dominant interactive marketing channel chances for sales conversions. Ignoring the because marketers will be leveraging multiple channels, from e-mail to search to online video to social media. It will run the full gamut of interactive marketing options. INTERACTIVE MARKETINGis moving from stand-alone campaigns to Brands are beginning to see that they need interactive elements involved in their cross-channel integrated ones.
campaigns beyond search in order to reach their target audiences more effectively. With competition for the consumer dollar as heated as ever, a wise brand would consider investing potential of an integrated campaign won't just in a multiple channel campaign. However, just leave a brand's marketing money on the table using several channels does not ensure the and not effectively utilized for its campaign but best possible return for a marketer's ad spend. it could also leave it in the pockets of its target audience, or worse, place it in the hands of the It is possible to receive a larger lift utilizing brand's competition.
Make It Green. www.LeapFrogInteractive.comS E V E N S T E P S Y O U S H O U L D TA K E PA G E 4
The Why and How of Performing an
Integrated Online Marketing Campaign
In order to make any kind of sale, a brand needs The effect that an integrated campaign can to deliver its marketing message to its audience, have on the fortunes of a brand's campaign is reaching as many of them as possible to better evident when even two channels are utilized. the fortunes of its efforts. Limiting the avenues For example, search engine optimization alone used to connect with its consumer base to only provides a higher sales lift that banner ads. one marketing channel, however, can limit the However, combining the two channels can brand's sales potential.
LEVERAGING MULTIPLETo better this sales potential, all brands need channels as a cohesive elevates a marketing to consider the impact that spreading their messaging across several marketing channels campaign's potency.
can supply. Sending marketing messages across multiple communication channels enables a result in sales that are greater than even when brand to reach a wider audience, provides more the lifts provided by each individual channel ways to interact with this audience, and amplifies are combined. Because display ads help reach the int... [download for more]
