integrated marketing campaign presentation

7 Presentation Templates That Every Marketer Needs

Marketers have a lot of stories to tell. In fact, being able to tell a story well is at the forefront of the job. From digital marketing campaigns to search engine optimization (SEO) to performance reports, it’s all in a day's work. Communication is important for marketers, but creating multiple presentations can consume a lot of time and slow down productivity on teams. About 65% of teams create their own presentations, and of those teams 47% say they spend more than 8 hours building any given deck . That’s valuable time that could be spent fine-tuning a campaign or implementing a strategic plan. 

The best marketers tie all marketing campaigns back to performance. After all, nothing compliments your story better than proof in numbers. When creating a presentation it’s important to share strategies, tactics, data, and success stories or failures, but we’ll admit it’s not without its challenges. Choosing the right level of detail and the right type of charts can be hard and time-consuming. At the end of the day, you want to make sure your audience takes away the right data points and information. Great presentations need to tell a story and do so in a clear, concise way to keep the momentum and engagement levels high.

We know that you spend enough time trying to decide which data to pull, how to extract insights from that data, and what action items will come from it— not to mention picking the right charts and slides to tell your story— so we want to make the process more seamless for you. Our goal at Beautiful.ai is to reduce the amount of time you spend creating the physical presentation so that you can nail your story. To do so, we’ve created a collection of pre-built, fully customizable presentation templates curated by industry experts so that you save up to 75% design time and can focus on your delivery. 

Here are 7 time-saving templates that every marketer needs to tell their story beautifully. And effectively. 

Marketing Campaign Plan

The purpose of a marketing campaign plan is to identify relevant, integrated, marketing activities and channels to reach campaign objectives as well as influence customers. Because marketing campaigns are a complex, multifaceted project, you need a marketing campaign plan template to keep everything organized. Our template helps you break down your marketing campaign from beginning to end. Share your campaign’s target audience and goals, social media and email marketing plans, performance metrics and measurements of success, and much more.

Use our marketing campaign plan template to:

• Keep all marketing strategy participants on the same page
• Get stakeholders up to speed
• Present campaign ideas to executives

Social Media Strategy

Your social media strategy has many moving parts: background research, campaign goals, task lists, deliverables, and more. That’s why your social media strategy presentation has to be comprehensive, organized, and easy to understand.

Use a social media strategy presentation template to:

• Present research, goals, and strategies to executives
• Keep social media team members informed
• Check in on social media campaign progress and deliverables

SEO reports let your clients, supervisors, and investors know how your SEO campaigns are performing. To do so, they need to be comprehensive and succinct. Your SEO report shouldn’t be so long that your audience’s attention wanders, nor should it be so short that you neglect to cover all the bases. 

Use our SEO reporting template to:

• Share how SEO campaigns are performing
• Explain strategies and next steps for growth
• Check in on the status of project deliverables

Digital Marketing Proposal

Are you looking to get your marketing agency hired by a new client? Or perhaps you’re proposing a new digital marketing project to executives in your current company. In either case, you need a persuasive digital marketing proposal . Your proposal should share details about your digital marketing services, plus explain how your services will benefit potential new clients or the company.

Use our digital marketing proposal template to:

• Convince a new client to choose your marketing agency
• Pitch a marketing campaign to internal stakeholders
• Showcase integrated digital marketing campaigns

B2B Marketing Plan

If you don’t have a B2B marketing plan to outline your buyer persona, budget, promotions and advertising, and other strategies, your efforts won’t be as effective. Take the time to put together a B2B marketing plan that gives your campaigns context, examines your resources, analyzes your current marketing performance, and sets up a strategy to achieve your goals.

Use our B2B marketing plan template to:

• Dive deep into your market and the competitive landscape
• Plan content with an editorial calendar
• Outline marketing campaign goals

Content Marketing Plan

Putting all your content marketing skills and resources together in one comprehensive presentation isn’t easy. You need a content marketing plan to create, plan, and organize your content to help your company reach its goals. This will provide context for your marketing campaigns, outline objectives, schedule content, and hold everyone accountable.

Use our content marketing plan template to:

• Set metrics to track the success of marketing campaigns
• Keep stakeholders informed
• Explain next steps for team members involved

Competitive Analysis

A competitive analysis report template can help you identify competitors in your field, as well as analyze their reach, products or services, areas of operation, online presence, and more. Once you understand your competitors’ strengths and weaknesses, you can create strategies that help you bridge the gaps.

Use our competitive analysis report template to:

• Analyze your organization’s target market
• Compare your products or services against competitors
• Create future strategies to build stronger market share

Did we miss anything? Check out all of our free, pre-built presentation templates here.

Jordan Turner

Jordan is a Bay Area writer, social media manager, and content strategist.

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Integrated marketing campaign: What it is and how to build one

Airtable's Marketing Team

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What is an integrated marketing campaign (IMC)?

• Why build an integrated marketing campaign?

How to create an integrated marketing campaign

Integrated marketing campaign examples, how to choose a great imc tool.

An integrated marketing campaign (IMC) is a cross-channel orchestrated strategy to deliver a cohesive message, maximize brand visibility, and drive desired business outcomes.

More than ever before, audiences are fragmented across numerous channels and platforms. Enterprise marketing teams face the challenge of organizing and executing integrated marketing campaigns (IMCs) that successfully cut through the noise, reaching their audience with the right message at the right time.  

Crafting an effective IMC requires a delicate balance of strategy, creativity, and meticulous coordination across various marketing channels. But if you get it right, it could lead to increased revenue, faster time-to-market, more consistent brand recognition.

Read on for a guide to IMCs, including tips on building one yourself and top-notch examples to model after. 

Marketing campaign planning best practices

An integrated marketing campaign is like a well-choreographed dance. It brings together different marketing channels to send a unified message to your target audience. 

There are several key elements that go into creating an IMC strategy. Planning these campaigns should involve:

Bringing cross-functional teams together: To ensure you’re aligned with product vision and are delivering a smooth user experience, you should involve cross-functional teams (like product, devs, and UX researchers) in IMC planning and strategy.

Identifying the right channels for the right audience: If you want to reach the intended audience and maximize your impact, you have to determine which channels to use for which messages. Different channels in an IMC might include social media, PPC, email, and blog.

Developing a uniform, cohesive message across all touchpoints: It’s important to maintain consistency in colors, layout, wording, and tone throughout all of your campaign assets. This consistency across marketing deliverables helps enhance brand recall and resonance with your audience. 

Determining logistics in planning, execution, and promotion: There are a lot of components that should inform execution and promotion—details like target audience, scope, budget, goals, and timing. It’s a good idea to centralize these details to keep all stakeholders aligned and all workflows up to date. 

Why build an integrated marketing campaign? 

An integrated marketing campaign offers distinct advantages over standard campaigns. Because a standard campaign focuses on a single channel (or involves separate, disjointed elements across different channels), they’re limited when it comes to reach and impact. With an IMC you can: 

Reach a broader audience: Since you can leverage multiple channels simultaneously, your message reaches a larger audience than it would with a single channel. 

Create a consistent brand image: If you use the same branded elements like colors, logo, and messaging across a variety of channels, you’ll create a uniform brand identity that fosters brand recognition and trust.

Increase ROI: When you keep branding consistent across an IMC, it’s easier to repurpose assets and ideas across channels. This reuse and recycling will save you time and improve the ROI on your marketing spend.

Develop authority: When you deliver valuable and consistent content and engage with your audience across multiple channels, you build trust and credibility with your audience over time.

Putting together an IMC requires an extra level of coordination and consideration. Follow these steps to build one:

Set high-level goals: Start by defining specific and measurable goals, like increasing sales by 20% or improving brand awareness with engagement metric benchmarks. Ultimately, these goals should connect to your larger marketing plan .

Determine your target audience: Conduct market research and analyze customer data to understand your target audience’s demographics, behaviors, and interests. Then, tailor your messaging and channels strategically.

Create a channel strategy: Evaluate various marketing channels and determine which ones align with your target audience and goals. Then develop a plan for how you’ll differentiate your campaign across different channels, taking into account their strengths and limitations.

Develop content that scales across channels: Craft high-quality, engaging content that’s adaptable and that can be repurposed across multiple channels for brand consistency and efficiency. This includes creating compelling ads, blog posts, videos, infographics, podcasts, or any other content format that fits your goals and channels best. 

Measure success and optimize: Implement tracking mechanisms and analytics tools to measure KPIs aligned with your goals. Analyze data from your marketing channels regularly to gain insights into the effectiveness of each channel, content type, and message. Use these insights to further optimize your digital strategy and make data-driven decisions throughout the campaign.

8 best practices for campaign planning

Airtable is an interactive relational database with data sync, so anything you edit in one place will automatically update wherever else it lives on the platform. That means if you edit a task in your content calendar , it’ll update in your linked high-level IMC roadmap in real time.

Let’s take a look at some successful IMCs, including what worked well in each case. 

Coca-Cola’s “Share a Coke” campaign

The beverage company personalized its product by replacing the logo on its bottles with popular names and phrases. Coca-Cola’s goal was to increase brand awareness and reach young adults and teens. The brand implemented TV commercials, print ads, and social media posts, all with an emphasis on utilizing user-generated content by encouraging consumers to share their personalized bottles. 

The messaging revolved around the idea of sharing a personalized Coke with someone special, fostering a sense of connection and happiness. The result? Coca-Cola sales rose by 11% in the U.S. alone and 1.25 million more teens tried Coca-Cola than the previous summer.

Nike’s “Just Do It” campaign 

By leveraging television, print, and digital ads—as well as athlete endorsements—Nike designed a cohesive and compelling message that inspired consumers to push their limits and pursue their goals. 

A unifying tagline and partnerships with influential athletes like Michael Jordan and Serena Williams helped strengthen Nike’s association with sports, determination, and success. While the campaign has evolved since its launch in 1988, the messaging and branding remain steadfast.

Dove’s “Real Beauty” campaign 

Focused on challenging traditional beauty standards and promoting body positivity, Dove utilized TV commercials, print ads, social media, and a dedicated website to celebrate diverse women of all ages, sizes, and ethnicities. 

The campaign resulted in an increased perception of the brand being feminine and a 10% increase in revenue . As the campaign continued through the years (and still runs today), the company adopted new marketing channels to consistently convey an image of authenticity and inclusivity.

Airbnb’s “Live There” campaign 

With a goal to position itself as a unique alternative to traditional accommodations, Airbnb created TV, digital marketing , social media, and user-generated content to showcase Airbnb hosts and their neighborhoods. 

The brand encouraged travelers to “live like a local,” appealing to the desire for authentic travel experiences. The integrated approach and storytelling helped Airbnb differentiate itself from competitors, increase brand awareness, and drive bookings.

An IMC tool typically encompasses several key features that help marketers plan, execute, and analyze their campaigns effectively, like: 

Shared data that syncs in real time: Your assets and messaging need to be consistent in an IMC. With synced data, you can be sure everyone is working with the latest information.

Custom views: Cross-functional teams need to reference work with a tailored dashboard specific to their needs and preferences. With a focused view, they can put a magnifying glass to what matters most to them and can take action more efficiently.

Metadata compatibility: Your marketing assets will need context for better organization, searchability, and analysis. Plus, metadata compatibility helps team members better understand the characteristics and relationships of the marketing elements they’re working with.

Project management: You need features for campaign planning and management like the ability to set goals, define target audience segments, create content calendars, and manage project timelines. 

Collaboration and workflow management: With so many moving parts, the right IMC tool should foster collaboration with task assignments, content approval workflows, and communication features like notifications, chat, and tagging for smooth coordination. 

Automation: Automation capabilities like internal notifications and task assignments will help you expand your campaign with ease.

Analytics: You need a central place where you can pull in data on campaign performance across multiple channels and then create reports to reflect key metrics and progress toward goals. 

Integration: It’s in the name—IMCs need integrations in all forms, including tool integration across different channels, your content management system, and analytics tools. If you can’t integrate cross-functionally, you’ll end up with disrupted workflows and a slower time-to-market for all campaigns.

Integrated marketing campaigns are essential for brands trying to maximize their marketing efforts and deliver a consistent message to their target audience. But leveraging multiple marketing channels and activities doesn’t have to be a headache—the right campaign management tool can make it easy to plan and execute a successful IMC.  

Airtable is an ideal campaign management tool for IMCs. Not only does it meet the mark on all the above features, but it also connects all your marketing activities and data in one platform. This connection keeps cross-functional stakeholders in-step, and helps you execute repeatable, data-driven workflows to bring your campaign to life. 

Learn more about how Airtable can help your team tackle marketing campaign management more effectively.

About the author

Airtable's Marketing Team seeks to inspire, guide, and support builders at every stage of their journey.

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Integrated Marketing Definition, Uses, and Examples

Integrated marketing lets businesses deliver a cohesive narrative about their brand and achieve greater impact with their campaigns. With more channels available than ever to influence buyers, it’s critical to maximize the impact these outlets have as much as possible.

Marketing through multiple channels also introduces a challenge. The more you use, the harder it becomes to ensure messaging is consistent. This is where a solid integrated marketing strategy can help.

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In this integrated marketing guide, you’ll discover:

What is integrated marketing, why use an integrated marketing strategy.

• Guidelines to creating an integrated marketing strategy
• A step-by-step guide to creating an integrated marketing plan
• Integrated marketing campaigns done right: three examples
• Frequently asked questions

Integrated marketing is a strategy for delivering a unified message across all the marketing channels your brand uses. It provides consistency wherever customers choose to interact with a company.

Without an integrated marketing strategy, you risk delivering mixed messages or communicating in a disconnected voice. This can make your brand seem fragmented and disorganized to your customers.

For example, whether a customer is viewing marketing content on desktop or mobile, the experience and message should remain the same. Likewise, a customer who asks questions through an automated chatbot on your website should receive the same service as someone who has a call with a real sales representative.

Given the complexity of digital marketing channels, integrated marketing doesn’t typically happen without focused planning and effort. The investment is well worth it, however.

A solid integrated marketing strategy offers several advantages that can make your marketing operation more effective.

Create a consistent narrative.

We’re exposed to more than 350 ads a day , but only about one-third of them attract even a few seconds of our attention. Of those ads, very few will be remembered even a day later.

One way to ensure that your ads and other marketing resources make a lasting impression is to integrate them into a consistent narrative that can be implemented across multiple delivery channels.

Prospective customers will recall a billboard ad better when its content reminds them of another ad they saw on their favorite website. They’ll be even more likely to engage with ads that mirror interactions they may have recently had with your brand on social media.

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Improve marketing campaign performance.

Greater consistency within your brand’s narrative, associated with integrated marketing, leads to better overall campaign performance.

Companies that lead in marketing results are 1.5 times more likely to have an integrated technology solution in place that helps them convey the same narrative across their channels.

Reduce costs and increase value.

Integrating your marketing channels can also reduce the costs of creating marketing content, by allowing you to reuse the same content across different channels. If you have a brand mascot, for example, you can use images and video of the mascot in both online and offline marketing media .

You can also distribute the same talking points to sales representatives in different locations or at different events, to synchronize your messaging. Not only are practices like these more effective due to narrative consistency, they help to reduce your overheads as well.

Create a better customer experience.

It’s not just marketers who benefit from integrated marketing plans. Customers will also appreciate the consistency and predictability that come with a unified brand narrative.

The added familiarity makes it easier for them to understand what you do and how you can help them. In this respect, integrated marketing goes hand-in-hand with omnichannel marketing as a way to provide the most satisfying customer experiences.

Now let’s look at how to craft an integrated marketing strategy that delivers these benefits.

How to create an integrated marketing strategy.

Follow these guidelines when crafting your integrated marketing strategy for the best results.

Combine your marketing channels.

You can integrate your marketing channels in multiple ways. Some common approaches might include:

• Using the same visual elements in different contexts.
• Ensuring consistent language when talking about your brand.
• Taking a multi-channel approach to a marketing campaign — tying in TV ads with social media, for example.

Use multiple strategies to combine marketing channels, but be sure to choose strategies that make the most sense, based on your marketing needs and resources. If some of your channels are visual — such as online and television ads — but others are not, it will be harder to use your visual elements to achieve consistency.

Likewise, if some channels are interactive and others are outbound-only, you should choose marketing content and strategies that work for each. Your approach to combining marketing channels should also reflect which buying cycle stages are being reinforced.

If your campaigns focus on top-of-funnel lead generation , sending a consistent message about brand value and the types of solutions you offer will be most important.

In contrast, middle-of-funnel resources might focus on addressing common sales objections across different channels. This means you can send a consistent message on this theme to audiences who are aware of your brand and need to be moved toward conversion.

Collect and analyze customer data.

Your integrated marketing plan should be driven by data about your customers’ behavior and be updated regularly in response to new data. By collecting and analyzing data from all your marketing channels, you can identify which channels are most effective.

This also helps to determine where you may need to invest more resources to make your messaging more consistent. If data shows that one channel is under-performing, for example, that could be a sign that it lacks the messaging consistency present in other channels.

The KPIs for data collection and analysis will vary, depending on your industry and which marketing channels you deploy. In general, here are some key data points to focus on:

• Exposure. How many prospects are exposed to marketing resources in each channel?
• Engagement. How many prospects actively engage with resources in each channel?
• Repeat engagement. How often does the same prospect re-engage with a resource after viewing it initially? Do repeat interactions take place across different channels, or within the same one?
• Peak engagement periods. What times of day, days of the week, or seasonal periods see the highest engagement over different channels?
• Buyer journey status. How do levels of engagement vary across buyer types? Are you seeing more interactions from new leads, than from buyers who are further down in the sales funnel?

It’s often difficult to know which marketing strategies will be most effective for integrated marketing before you launch a campaign, so test your content in advance.

Marketing technology brands offer A/B testing capabilities where you can send variations of your content to determine which variables are effective. For instance, images, colors, or product offers can be tested to see which have the highest impact on your audience.

Lean into inter-department expertise.

Given that integrated marketing spans multiple channels and involves an array of different resources and platforms, it’s important to loop in other departments across your business. Your marketing and sales teams are an obvious choice here, as they play a key role in determining how to execute your integrated plan ⁠— aligning them is key .

Think wider too. Why not draw on the example of your software development team as well? They may be able to advise you on the types of digital marketing resources that can be created moving forward.

Coordinating with multiple stakeholders will help provide you with a broader view of how you can attend to more of your customers’ needs more effectively.

https://main--bacom-blog--adobecom.hlx.page/blog/fragments/the-definitive-guide-to-account-based-marketing

Use a marketing automation platform.

Manually managing the many variables and data sources involved in integrated marketing would be incredibly difficult and time consuming.

Instead, make use of a marketing automation platform that can help you:

• Track KPIs across channels
• Engage customers
• Measure ROI
• Identify the most promising leads

Craft an engaging narrative.

At the core of integrated marketing is a compelling and engaging brand narrative. The marketing messages you deliver in each channel should build upon each other and educate your audience as they continue to interact with your brand.

The story could be about:

• The history of your brand
• Customer success stories
• A fictional narrative around a brand mascot

Whatever the approach, the goal should be to convey a narrative that customers want to keep following. They should also learn more about it as they engage and re-engage across different channels.

A step-by-step guide to creating an integrated marketing plan.

To get sign-off on your integrated marketing campaign, you need to create a rock-solid plan first. Here are a few tips on how to do it.

Step 1: Establish SMART goals.

Planning your integrated marketing starts with a simple question ⁠— what do you want to achieve?

This could include:

• Launching a new product
• Reaching new audiences

To ensure your goals are clear, justifiable and achievable, make each goal SMART. SMART stands for:

• M easurable
• A ttainable
• T ime-bound

Setting out your goals in this framework can help you justify them. You can also benchmark your goals against key KPIs like engagement, website traffic, conversions or sales.

Step 2: Outline your marketing channels.

Next, think about how you plan to approach your campaign. What are the best channels for your goals and how will you approach your audience within these platforms?

Your campaign might include inbound marketing , outbound or a combination of both.

Inbound marketing normally includes:

• Blogs, articles or thought leadership
• Social media
• Website content

Outbound covers traditional, often non-digital marketing such as:

• Direct mail

However you choose to approach your campaign, include a wide range of channels to reach as wide an audience as possible.

Once you have these channels nailed down, think about how best to reach your audience. For example, Instagram and LinkedIn may have a different demographic, using the platform for a different purpose.

Similarly, a radio or TV ad may suit a certain audience more than your website SEO content. You’ll need to tailor your messaging to each channel and specific audience segment, all while making sure they’re consistent with the rest of the campaign.

Step 3: Assign responsibilities.

Depending on the size of your operation and resource, you may also wish to assign manager responsibilities for each channel. This not only helps you manage a large task but can also put an expert at the helm of each channel.

Getting this step right is crucial. The right people assigned to the tasks they’re qualified to manage and execute can make an integrated marketing plan much more cohesive.

Step 4: Create a content plan.

Next, it’s time to plan and create your content. It’s important to have messaging and creative assets that are tailored to all the essential marketing channels and tied together.

A quick example. If you’re launching a TV ad, plan shorter social media videos, messaging and more to bring your campaign together.

Once you’ve created your assets, it’s time to plan your schedule. Create a detailed plan of where and when you’re rolling out each individual message. Your plan is also a good place to record key results and metrics as they come in.

Engagement, sign-ups and conversions are often the main KPIs of your campaign, but don’t forget to think about the next steps. Make sure you have an infrastructure to manage new leads and convert them into customers. This is often where joining up with other departments like sales comes into play.

Step 5: Prepare for liftoff.

Now you’ve got your goals, platforms, audiences and content planned out, you’re almost at launch. Time to plan out how to capture the data each day, week, month or year.

Having this in place ensures you’re ready to learn from your campaign and adjust it in real time. Marketing automation platforms, like the ones we discussed earlier, are a great tool for this.

Integrated marketing campaigns done right: 3 examples.

No matter the size of your marketing team and budget, which vertical you operate in, or what audience you’re trying to reach, you can build a successful integrated marketing strategy by following the practices described above.

But how would that look in the real world? Here are three examples of businesses who have implemented successful integrated marketing plans.

1. CenturyLink builds a single source of truth for marketing.

For CenturyLink, a global provider of telecommunication services, finding a cross-channel approach to marketing was essential.

The company services high-profile business clients, as well as millions of everyday customers. To stay on top in a competitive field, CenturyLink needs to reach these disparate audiences with tailored marketing messages.

But with eight separate organizations under the CenturyLink banner and a decentralized marketing force, creating effective campaigns was a struggle.

To address these audience and business needs, CenturyLink leveraged marketing automation tools to build a “single source of truth for marketing”. This could be used by its teams to coordinate activities across all channels, from automated emails and audience segmentation to in-depth reporting.

By centralizing data from multiple channels within a single hub, CenturyLink was able to maintain a consistent message while executing broad, multi-touch campaigns.

The results speak for themselves.

Within one year, CenturyLink’s new automated, integrated marketing plan:

Influenced around $2.6 million in-year revenue impact

Saved $1.2 million for its consumer and business segments.

Included Marketo Engage touch points in 70% of deals

2. PFL breaks down marketing silos.

PFL, a provider of print sales-enablement services, faced a significant challenge as it sought to optimize its marketing strategy ⁠— a siloed marketing architecture. Previously, the company had a different marketing strategy for each channel, which made it difficult to deliver a consistent narrative.

With the help of a marketing automation solution, PFL was able to break down those silos and replace them with an integrated marketing operation. Now the company achieves marketing consistency across:

• Direct mailing
• Other marketing channels

They’ve seen incredible results on their email campaigns, including:

27% increase in email opens

204% increase in email response

16% decrease in unsubscribers

3. Panasonic: joined-up marketing leads to customer growth.

Panasonic is known for cutting-edge technology, from electronic car batteries and media production equipment to everyday household cameras. Whether you’re at home or the office, look around ⁠— you’ll likely see a Panasonic product.

Until recently, many of Panasonic’s B2B products acted as their own businesses, with separate development, sales and marketing functions and customer databases. Though they have an enormous customer pool, Panasonic saw potential to reach more people and provide a more personalized experience .

With Marketo Engage, Panasonic Business Europe rolled all its outreach into one platform. It now runs 1,500 Marketo Engage campaigns each year, with increasingly personalized emails, event invites and newsletters to a growing customer base and prospect list. Meanwhile, a new LinkedIn and webinar approach has seen them branch into new fields with great success.

Automating, driving engagement and generating social media leads on a single platform, Panasonic were able to double marketing-attributed sales in a matter of years.

Frequently asked questions about integrated marketing.

What is the definition of integrated marketing.

Integrated marketing aligns your channels to provide a consistent impression of your business. It provides a seamless experience across disparate audience touchpoints to avoid mixed messaging or a disjointed brand voice.

With an integrated marketing approach, you can:

• Provide a consistent narrative
• Reduce costs
• Improve performance

What is an example of integrated marketing?

An example of integrated marketing could simply involve maintaining consistent branding, tone of voice, colors and fonts across different platforms. Another example could be a cross-channel tie-in for an advertising campaign.

Whenever you’re delivering a unified message across your marketing channels, you’re practicing integrated marketing.

What is the goal of integrated marketing?

The goal of integrated marketing is simple ⁠— to give your customers a clear, cohesive message, regardless of how they interact with your brand. This helps your company come across as consistent, professional and relatable. It can also ensure your messaging is portrayed clearly.

Integrate your marketing efforts and realize the benefits.

As you can see from these real-world examples, developing an effective integrated marketing strategy is well within reach if you use the right technology.

Integrated marketing campaigns can deliver more effective results at a lower cost. However, if you’re trying to manage integrated marketing operations manually, you’re fighting a losing battle.

With Marketo Engage , a comprehensive marketing automation solution, you can streamline your integrated marketing plan and scale it to function across as many channels as you need to support.

Marketo Engage makes it easy to centralize marketing analytics, manage profiles for multiple lead types, and deploy marketing content across multiple channels quickly and automatically.

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The Plain-English Guide to Integrated Marketing Communications

Learn why integrated marketing is effective and how to build a campaign that improves brand loyalty, boosts revenue, and delights your customers

MARKETING PLAN TEMPLATE

Outline your company's marketing strategy in one simple, coherent plan.

Updated: 10/11/23

Published: 10/11/23

I fly Southwest Airlines almost exclusively. They offer reasonable prices, make racketing points easy, and always have fun and kind flight attendants.

One thing I’ve noticed about Southwest is their branding is on point .

Whether I’m booking a flight on their mobile application, being served my go-to in-flight ginger ale, or walking through the terminal at Midway Airport, I’m surrounded by Southwest’s consistent brand colors, messaging, and imagery.

This is an example of integrated marketing at work. If you’re interested in presenting a cohesive, consistent brand experience that leaves your products or services top-of-mind — like Southwest does — this guide is for you.

Read on to learn more about integrated marketing and how to create your own campaign.

What is Integrated Marketing?

How to Build an Integrated Marketing Campaign

Integrated marketing strategies and best practices.

Integrated Marketing Examples

Integrated Marketing Communications

Integrated marketing communications is aligning your marketing channels to promote your products or services in tandem, typically through a strategic campaign. Integrated marketing also works to align the primary brand message that’s deliverable through your marketing channels and assets.

Imagine discovering a new brand on Instagram and visiting the company’s website to purchase one of its products. If their website promoted a different message or campaign than the one you found on their Instagram account, you’d have a hard time understanding the gist of the brand, right?

Integrated marketing exists to eliminate these disparities and differences regardless of how or when a customer interacts with your brand. It’s similar to multi-channel marketing , except integrated marketing aligns the message you share on all those channels.

Regarding channels, integrated marketing doesn’t apply to just your inbound or digital marketing channels; it also includes traditional media channels. Many integrated marketing examples we’ll review below incorporate conventional marketing channels such as print, radio, and TV ads .

Now, let’s talk about integrated marketing campaigns.

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Why are integrated marketing campaigns effective?

While integrated marketing campaigns can differ in their goals (e.g., converting views, building brand awareness, etc.), they should all have one component in common: to align your marketing channels to present a united marketing “front”.

If your marketing channels are players, consider your integrated marketing campaign the coach in charge of running plays and helping your channels work as a unified system — not disparate ones.

It’s also more effective to run integrated marketing campaigns than campaigns on individual channels. Integrated marketing campaigns are impactful for a few reasons:

• They reach a wider audience than a single marketing channel.
• They have a greater chance of being seen on multiple channels, thus keeping your brand top-of-mind and pushing visitors closer to conversion.
• They build trust with visitors as they see a consistent message on multiple channels.
• They save you money since assets are shareable between and repurposed for different marketing channels. Depending on your campaign, customers can help you market your product or service for you.
• Establish your overarching campaign goal
• Choose your marketing channels and set goals for each one
• Define your buyer personas by channel
• Identify your channel managers
• Create adaptable marketing assets and messaging
• Establish your plan for collecting leads
• Launch, measure, and iterate your campaign

So, how can you build your integrated marketing campaign? Follow these steps to get started.

1. Establish your overarching campaign goal.

Before you consider what channels will be part of your integrated marketing campaign, you must consider the goal of the entire campaign.

Maybe you’ve launched a new product, service, or initiative and want to get it in front of customers — like Southwest’s Transfarency . Perhaps you’ve rebranded and wish to broadcast your new message — like Old Spice’s Smell Like a Man, Man . Maybe you’ve chosen a new positioning tagline and want your audience to start associating your brand with it — like Snickers’ You’re Not You When You’re Hungry .

(Don’t worry, we’ll dig deeper into these examples later.)

Whatever your campaign goal may be, always remember to make it SMART . This will help you stay focused, track your campaign success, and learn how to improve the next time.

These goals should also relate to at least one of the following key performance indicators (KPIs) and their subsequent metrics, which you can track when you launch your campaign.

Also, while increased engagement and new leads are always exciting, a multi-channel campaign should consider the bigger picture: how your campaign impacts sales opportunities and business revenue. Take a moment to map out how you want your campaign to impact your bottom line, too.

2. Choose your marketing channels and set goals for each one.

Now that you know your overarching integrated marketing campaign goal, you probably have a better idea of what channels (if not all of them) can help you reach that goal.

For example, if you want to roll out a new logo and branding suite, you don’t necessarily need to leverage radio ads. On the other hand, if you’re extending your audience to target a new geographic region or city, radio ads, billboard ads , TV ads, and other local channels may come in handy.

Choosing your channel(s) all boils down to what you’re trying to achieve through your integrated marketing campaign. There are 10 major marketing “channels” that you can use to distribute your campaign content .

• Advertising (both print and PPC )
• Direct marketing
• Email marketing
• Personal selling
• Sales promotions
• Digital marketing (e.g., website, content marketing , and SEO )
• Social media
• Events and sponsorships

Your integrated marketing campaign should include a variety of marketing channels to reach the widest audience and drive home your campaign message. If you see one or more channels plateau, don’t hesitate to add, remove, or test new ones.

3. Define your buyer personas by channel.

Every marketing channel targets its specific buyer persona . For this reason, instead of defining a broad persona for your campaign, you must define your audience by channel.

There will inevitably be some overlap, but it’s wise to understand exactly who you’re talking to on each medium and how to tailor those specific assets to be the most successful.

Note: With some campaigns, you may be targeting a specific audience. In this case, flip steps 2 and 3 — define your buyer persona(s) first and then decide which channels can help you reach that audience.

Download our free Persona Templates to organize your audience segments and quickly strengthen your marketing.

4. Identify your channel managers.

Depending on the size of your marketing team, you may have different people (or entire groups) in charge of other channels. When running a multi-channel marketing campaign, you must determine who specifically will ensure their channel(s) align with the campaign.

This is important for two reasons: 1) the manager is the expert on their channel (e.g., audience, posting cadence, optimization tactics, reporting strategies, etc.) and will know how to tailor the campaign content to be the most successful; and 2) putting one person in charge of all channels may be overwhelming and will cause the content and campaign to suffer.

You may have a more minor marketing team where one person handles multiple channels. Regardless of your team size, do your best to share channel management responsibilities across a few people — ideally, with one person running one or two channels.

5. Create adaptable marketing assets and messaging.

You have your campaign goal, target audience(s), and marketing channels. It’s now time to create your integrated marketing campaign content. This stage is where copywriting , graphic design , and other creative processes come into play.

Before I dive into how, let’s talk about an essential component of integrated marketing content: adaptability . To keep your campaign consistent (and ease your workload), you should be able to repurpose any content to use on different channels.

For example, let’s say your integrated marketing campaign focuses on the launch of a new 3-minute brand video. You could repurpose this video into:

• 30-second and one-minute “trailer” videos
• Still images

As you develop and repurpose these creative assets, keep them aligned with your brand guidelines and consistent with each other. Create your brand guidelines for your integrated marketing campaign to share with your team and any channel managers.

This documentation could include a few things:

• Visual guidelines (logo, color palette, typography, etc.)
• Any developed and repurposed assets in multiple file formats
• Voice and tone guidelines (taglines, preferred language, words to avoid, etc.)
• Messaging guidelines (pain points, goals, types of content, resources, etc.)
• Buyer persona information and guidelines

Integrated marketing is all about a consistent brand experience. Be sure your campaign assets reflect that, regardless of what channel your audience visits or sees.

6. Establish your plan for collecting leads.

Whether or not you intend your campaign to collect leads, you should always be ready to receive them. You don’t want to leave this as an afterthought once you launch your campaign. Even if you’re simply campaigning to raise awareness of your brand, consider how your visitors might convert to leads — and, eventually, customers.

First, consider how a visitor might convert to a lead. Would they subscribe to your newsletter? Or input their information to download a content offer? Or create an account on your website? Ensure these conversion aspects of your campaign are also on-brand with the rest of your visual and messaging assets.

Next, consider how your leads will be nurtured once they convert. Would they roll into an automated email workflow ? Would you pass them along to Sales? However you go about this step, make sure your leads aren’t forgotten once they willingly give over their information.

As always, communicate with Sales to confirm that they’re aware of your campaign and on board with your plan for new leads and customers.

7. Launch, measure, and iterate your campaign.

Ready to launch your integrated marketing campaign? It might be time to put your campaign to work — but it’s not time to rest.

Remember those KPIs and metrics from step one? Whichever KPIs relate to your overarching campaign goal (e.g., boosting brand awareness, rebranding, new product, etc.), start tracking those subsequent metrics each week, month, and quarter (depending on how long your campaign is running) to see how successful it is at reaching your goal.

As always, apply what you learn from each integrated marketing campaign to future campaigns. With the right strategies, managers, and tools, you can create a never-ending cycle of integrated marketing campaigns — and wins.

As you construct your integrated marketing campaign, there are a few key strategies and best practices to remember. We’ve detailed them here, and they apply regardless of your chosen media, channels, or goals.

Align behind the scenes.

For you to successfully implement an integrated marketing approach, it’s imperative that you not only choose marketing channel managers but that all your marketing managers also communicate often about projects and campaigns.

While not every integrated marketing campaign or promotion needs to be on all your channels, they should complement each other to avoid a fragmented brand experience for customers.

Consider the channel transition.

Integrated campaigns receive traffic from several sources — and pass along those sources like a game of Hot Potato . Consider how a visitor may view/experience each marketing channel: 1) if it was their first visit and 2) if they transitioned from another channel. Think about how each channel can help others convert.

For example, say a customer saw your new billboard on their way to work and, once they arrived, visited the website on the billboard. Imagine if, on your website, the customer couldn’t easily find whatever your billboard was marketing. How confusing would that be? That customer would likely drop off immediately.

Don’t neglect the small overlaps.

When preparing to launch your integrated marketing campaign, it’s tempting to think about each channel and its respective media assets. However, this thought process inherently goes against the ethos of integrated marketing. Integrated marketing exists to eradicate the silos of traditional marketing and bring together a cohesive campaign experience.

For this reason, don’t neglect the places in which your campaign overlaps. Here are a few examples:

• Your email signature , where you can plug your social media handles, website URL, or video links
• Your social media bios and posts, where you can include links to your website, blog posts , content offers, or other digital content
• Your blog and website, where you can incorporate social sharing buttons
• Your standalone landing pages, where you can optimize for relevant keywords and SEO
• Your PPC copy, where you can test subject lines to see what your audience responds to

While these overlaps might not directly support your campaign goals, they help your audience transition seamlessly between channels, enjoy that consistent, cohesive brand experience, and ultimately find their way to a page that converts them.

Examples of Integrated Marketing Communications

• Smell Like a Man, Man by Old Spice
• Transfarency by Southwest Airlines
• You’re Not You When You’re Hungry by Snickers
• Share a Coke by Coca-Cola
• Grow Better by HubSpot

Every marketer knows how much you can learn from those before you. In this section, we’ve pulled together a handful of well-executed integrated marketing campaigns to give you an example of this tactic's success.

1. Smell Like a Man, Man by Old Spice

For years, I associated Old Spice with something only my dad or grandfather would wear. I remember the old, white bottle of aftershave with the faded pirate ship that used to sit in my dad’s cabinet.

I don’t think I’m the only one who held this association, so it’s no surprise that, in 2010, Old Spice launched a major rebranding campaign to give its products a more youthful, playful feel — and ultimately attract a younger audience. Not only did Old Spice change the design of their packaging, but they also renamed their products and crafted a new tagline (“Smell Like a Man, Man”).

The initial campaign launch featured one 30-second TV spot, The Man Your Man Could Smell Like , that was so beloved that Old Spice launched a handful of others.

But Old Spice didn’t stop at the TV commercial. They also included their website, product pages, Instagram, YouTube, and other channels in their campaign.

No, they don’t all feature the specific characters or taglines from the original TV spots (remember, the campaign launched almost 10 years ago). Still, they reflect the same tone, theme, and brand, thus giving customers a consistent brand experience across all media.

2. Transfarency by Southwest Airlines

I discussed Southwest Airlines' consistent branding at the beginning of this article. One campaign that stands out is their Transfarency movement, which introduced a new word that marketed Southwest as an airline with straightforward pricing and no hidden fees.

The campaign initially launched in 2015 and remains an enduring airline brand staple. 

Southwest has used almost every possible marketing channel to broadcast this campaign: a dedicated landing page on which you can purchase tickets, print advertisements posted along airport walls and tucked behind airplane seats, a slew of video spots, and plenty of user-generated content on their social media.

3. You’re Not You When You’re Hungry by Snickers

Snickers is one of my favorite chocolate bars, so I paid close attention when I started to see commercials for their You’re Not You When You’re Hungry advertisements.

Launched at the 2010 Super Bowl, this Snickers campaign has remained top-of-mind for chocolate and candy lovers everywhere.

One reason for this is the campaign’s humor. Still, the other, more pertinent reason is that Snickers pasted this movement everywhere — on its website, social media, TV, print ads, and more- including plenty of celebrities. 

By presenting an aligned, cohesive, integrated marketing campaign, customers now think of Snickers when craving a sweet snack — and the company has benefitted .

4. Share a Coke by Coca-Cola

Coca-Cola's Share a Coke campaign was unique in that the company put its customers front and center by featuring names and fun phrases on its product. This created endless advertising angles and led to unlimited user-generated content from customers wanting to share products with their names. The #ShareaCoke hashtag was shared via 500,000+ customer photos .

When this campaign was at its height, I took pictures of and even bought Cokes featuring the names of my friends and family. It seems that others did the same — the campaign increased Coke consumption from 1.7 billion to 1.9 billion daily servings.

5. Grow Better by HubSpot

HubSpot has countless digital properties — its blog, website, social media channels, and SaaS products. This level of variety requires a lot of consistency in messaging and marketing.

HubSpot recently set its ultimate vision to help customers grow better — all customers on all channels. To promote this messaging, it updated all content to reflect this vision.

The message may be short, but the impact is significant. However, wherever customers interact with HubSpot, its integrated marketing has ensured that they know how HubSpot operates — and why they should become a customer.

Creating Your Marketing Plan

As you can see, planning is the key to successful integrated marketing. If you need extra guidance through the planning process, HubSpot offers a free marketing template to help set you off on the right track. 

The template includes: 

• A business summary 
• Business initiatives 
• Target marketing 
• Market strategy 
• Budget 
• Marketing channels 
• Marketing technology 

Budgeting a structuring your marketing plan is made simple with this template. 

Integrated Marketing Helps You Grow Better

Integrated marketing turns your marketing campaigns into multi-channel movements. In today’s omnichannel world — with consumers encountering your brand online, on social media, and on their daily commutes — integrated marketing is more important than ever to capture new customers and build brand recognition and loyalty.

Implement these steps and strategies for your next integrated marketing campaign, which will surely be successful.

Editor's note: This post was originally published in October 2019 and has been updated for comprehensiveness.

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12 Examples of Awesome Integrated Marketing Campaigns

Deliver a unified brand message to your target audiences without having to spend a six-figure budget. Explore the power of integrated marketing campaigns as demonstrated by these 12 brands.

Rather than ignoring the major source of contention, the campaign accepted it and capitalized on the automobiles’ small size by encouraging its consumers to “Think Small” – the name for their campaign in 1959.

The campaign’s duration demonstrates its success since it appeared in prominent print publications and newspapers throughout the country.

After proving so effective in print, the concept was successfully adapted into TV advertisements, billboard campaigns, and even radio promotions.

Key Takeaways :

• Keep the campaign message simple
• Turn around your product’s limitations into a campaign

2. The Truth is Hard by The New York Times

The New York Times was in trouble with declining subscribers and diminishing confidence in the news. This well-known newspaper needed to find new strategies to gain universal trust.

That is when they devised the “The Truth Is Hard” campaign, one of the most effective integrated marketing campaigns, launched for the first time on 26th February 2017.

In 2018, The New York Times published a simple video demonstrating the clarity of news production in its office.

Viewers were engaged and challenged to make them consider what truth meant to them.

With the world grappling with widespread refugee crises and conflicts, the second phase of the campaign demonstrated what journalists must undergo to provide truthful news.

This content was distributed around the world after sponsored social media campaigns were launched.

As a result, subscriptions to the Times skyrocketed. Indeed, its subscription base rose by 100%, improving the public’s perception of the well-known newspaper.

• Rake in current public sentiments for your campaign
• Synchronize the outdoor and digital campaigning

3. Wasssup by Budweiser

The Super Bowl is where television ads come to dream big. In the year 2000, “ Wasssup ” had the opportunity to catch the imagination of legions of football enthusiasts. And it certainly did not squander its opportunity!

The commercial depicted buddies repeating this line over and over while sipping Budweiser and enjoying a football game.

The “ Wasssup ,” greeting made its way into the pop culture of the time, prompting spoofs and memes. The ad was imitated by media figures such as Katie Couric and Howard Stern.

Despite the fact that the internet was still in its early phase, the brand became a pioneer by directing viewers to the website.

On the website, visitors could learn how to say “ Wasssup ” in over 30 different languages! With this new marketing campaign, only one phrase increased visitors to Budweiser’s website and sealed the marketing campaign’s efficacy.

Key Takeaways:

• Strike a buzzword that your audience can relate to
• Deliver what your audience wants from your brand

4. This is Wells by Wells Fargo

Wells Fargo is a financial services behemoth and the third-largest bank in the world. Despite the fact that it had been plagued by claims of fraud, the firm looked towards integrated marketing as well as rebranding initiatives to regain the confidence of its stakeholders and consumers in 2017.

Wells Fargo used its integrated marketing platforms to create a well-optimized campaign to appeal to its target demographic.

All effective marketing approaches emphasized the intersection of human sentiments combined with cutting-edge technology, which was critical to changing Wells Fargo’s overall customer experience.

Take, for instance, the playlists curated by Wells Fargo to promote and familiarize their customers with their financial services.

These videos were specially designed to not only establish Wells Fargo’s credentials as a reputed bank but also to dispense important financial information to its customers.

Key Takeaways

• When handling negative customer feedback , design a campaign showing an acknowledgment of past mistakes and the steps taken for course correction
• Impart valuable information of digestible viewability, if possible

5. Get a Mac by Apple

This series of commercials that debuted in 2006 featured humorous characters, each representing the two computer manufacturers (PC Vs. Apple). The goal was to persuade consumers to shift away from a PC, to a Mac, an upcoming competition.

The advertisement format was comically aggressive but also lighthearted and humorous. Furthermore, Apple portrayed itself as the good guy, always encouraging PC to relax a bit.

• Focus on the experience; product features can follow later
• Minimize straightforward messaging, and create as much enigma as possible
• Prioritize visual storytelling

6. Breaking2 by Nike

Nike live-streamed their marathon in under 2 hours as part of their marketing campaign for their new product – the Zoom Vaporfly Elite in 2017. It was aired live on Twitter and Facebook, as behind-the-scenes images were posted on Instagram.

They recruited three athletes – Zersenay Tadese, Eliud Kipchoge, and Lelisa Desisa – for the race, made it simple for fans to track with their hashtag #Breaking2 , and even developed a unique Nike shoe emoji.

While sprinting is undeniably appealing to Nike’s core sports demographic, the campaign’s theme of unleashing a yet unachieved human potential resonated with a far larger audience. Countless were motivated by confronting the status quo, stretching human potential to its limits, and providing anybody with internet access a literal front row ticket to the thrilling race.

• Adopt boldness and endeavor to push boundaries
• Ensure the maximum possible exposure within the limits of the budget

7. Transfarency by Southwest Airlines

Southwest Airlines’ brand messaging has always talked about its low fares while delivering great customer value. However, that overarching brand message had become increasingly harder to maintain with the evolution of rival airlines competing.

To counter that, Southwest unveiled its new “Transfarency” campaign in 2015 to reiterate its traditional claim of being the greatest bargain in the sky.

The campaign communicates its value proposition across television, print, radio, and digital platforms.

This campaign was devised by Austin’s GSD&M advertising agency, where it even went on to create a special “minisite” for comparing the fares of Southwest Airlines as compared to those of its rivals.

• Create appeal through value proposition
• Be customer-centric throughout the campaign
• Feature the organization’s real employees to send the message further home

8. Go Places by Heineken

In 2016, Heineken launched its inaugural “Go Places” campaign with the goal of emphasizing the firm’s distinct culture and perspective to potential workers.

The initial marketing initiative invited people to participate in an engaging interview – a type where the participants could “choose their own adventure,” with the outcome being their professional strengths.

After completing the interactive quiz, participants were handed over their findings and urged to use their LinkedIn profile for applying to jobs.

• Create a personalized audience experience
• Interactive integrated marketing campaigns are the future of marketing
• Employ real use cases wherever possible

9. Be more dog by O2

This diverse campaign released in 2013 included outdoor and digital applications, such as geo-specific mobile advertising, in addition to television and theatrical releases.

The O2 priority app is a marketing strategy in and of itself, allowing customers to purchase exclusive experiences and tickets before anybody else.

O2’s integrated marketing strategy is so brilliant that it not only attracts customers with its quirky nature but also provides them with a bit extra in the shape of prioritization.

• Use humor and quirk for effective campaigns
• Leverage the product’s features to provide a sense of exclusivity

10. On the Road by Waze

Waze used their data to create a sponsored marketing campaign in partnership with the New York Times in 2017.

The data revealed fascinating patterns about how we drive, what we drive, and where we drive. The business incorporated quiz functions to evaluate the reader’s knowledge of driving patterns, which makes this campaign even more interactive.

• Collate market research with personalized results to drive individual value home
• Crowdsourcing can reap amazing benefits
• Collaborate with big brands to maximize the scope of marketing

11. Chicago’s Field Museum Campaign

Brands may be both culturally as well as commercially significant, as demonstrated by the Field Museum’s integrated marketing approach that connected people with the world of art in order to promote their specialized exhibit attendance in 2018.

Paid digital media along with traditional advertising (like outdoor billboards) were used with social media posts declaring surprise “pop-up” art locations.

Furthermore, several videos were recorded of people interacting with the exhibits. All of this created a holistic marketing experience that made onlookers desirous of visiting the museum to satiate their cultural appetite.

• Prioritize interactivity and creativity in your campaigns
• Try to garner engagements through smartphone and out-of-home campaigns

12. House of Innovation by Nike

Nike produced a mixed-media artwork product that was displayed in the midst of their main store in New York City in 2019. The artwork depicts historic sporting incidents created by sports persons using Nike.

It connects the worlds of branding, art, marketing, and technology. Furthermore, the entire flagship store provides a completely unique shopping experience for customers.

People may create their own footwear, and there is a floor dedicated to customized garments, where customers can alter colors and emblems and even switch out fabrics and mix two separate items of clothing to formulate a completely new personalized product for themselves.

• Sometimes tangible, real-life objects themselves can be great marketing tools
• Make the most of your chosen platform to drive home the message

Lastly…

As more and more brands come into the picture. Brand recognition may diminish unless a consistent and coherent message is in place.

So using integrated marketing campaigns can help you deliver a consistent message across various channels, leading to increased brand awareness and revenue, as demonstrated by these 12 brand examples.

Frequently Asked Questions

🌟 What is an integrated marketing campaign’s key approach?

An integrated marketing approach recognizes that clients aren’t limited to a single channel of marketing. At the same time, the campaigns must have outstanding characteristics in order to stand out from the crowd. Consumers will identify your brand irrespective of whether they see it online or in print.

🌟 What is the biggest advantage of an integrated marketing campaign?

The customer of today needs multi-level engagement from brands. Customers use an average of six touch-points, up from just two touch-points, before finalizing their purchase. It validates the need to have an integrated marketing approach where you interact with customers from multiple sources.

🌟 What are the 4 P's of integrated marketing?

The four Ps of integrated marketing are Product, Price, Place, and Promotion. They're the key things companies focus on to market their products effectively.

🌟 What is “Promotion” within the context of integrated marketing?

Promotion is one of the five marketing elements of an integrated marketing strategy. Promotion within the marketing realm involves personal selling, advertising, sales promotion, direct marketing, and publicity as pertinent practices.

🌟 What is the first step of an integrated marketing campaign?

The situational/contextual analysis is the first stage of the planning process for an Integrated Campaign. A SWOT analysis, as well as an internal and external environmental study, may also be included.

About the Author

Chandraveer Singh

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MARKETING INSIGHTS

A complete guide to integrated marketing communications (with examples)

• Talia Cohen
• Aug 16, 2023
• 10 min read

Marketers today face the challenge of information overload: with dozens of different channels to choose from and new forms of digital marketing emerging all the time, it can be tricky to cut through the clutter to directly reach an audience.

Consumers, too, have endless branded ads to sift through day after day. That makes reaching and engaging them more involved than simply creating a website and social media accounts and waiting for customers to find them. If you’re restricted by a budget when it comes to promoting your website or business, this becomes even more challenging.

That’s where integrated marketing comes in. With integrated marketing communications, brands can relay their messages across various channels in a way that’s engaging, consistent and doesn’t break the budget. Let’s take a closer look at what it means, how you can create your own integrated marketing strategy and some examples of how other brands have done it right.

What is integrated marketing?

Integrated marketing is a strategic approach for promoting your products or services in a consistent way across multiple channels and touch points. The goal is to ensure that all marketing efforts work together to create a cohesive and impactful experience for your consumer.

Integrated marketing may involve a variety of channels including online ads, social media marketing , direct marketing, PR or even TV commercials. By grouping your marketing ideas into one campaign or coordinated effort, you can enjoy an easier time generating leads and creating a strong brand identity.

Key elements of integrated marketing

In a nutshell, integrated marketing typically strives to achieve a few things:

Consistent brand messaging in which your messaging on one channel isn't wildly different from your messaging on another. This applies to everything from your brand voice to your core values. This makes it similar to mass marketing too.

Coordinated marketing efforts that involve various types of content and marketing channels, giving you multiple ways to reach your consumers.

Customer-centric approach in which your customers' needs come first and guides your strategy.

Data-driven decision making , which means that you're not relying on gut feeling but rather letting real-time and historical data inform your decisions.

Cross-channel collaboration in which your team members are working together to establish a unified front.

How to develop a winning integrated marketing strategy

It’s important that you develop a strategy before implementing integrated marketing for your brand. You’ll need to plan out certain aspects in advance, such as getting to know your audience and choosing which marketing channels to focus on. Here’s how you can get started.

Pin down your campaign goal

Get to know your target audience

Define your brand’s unique selling proposition

Outline your marketing communication methods

Decide who owns which channel

Build reusable assets

Set and analyze metrics

01. Pin down your campaign goal

You probably have a reason for seeking out a new marketing strategy right now. Maybe you’re launching a new product, rebranding or trying to reach a new audience. Whatever your reasoning is, you’ll need to set your goal in order to be able to build an efficient integrated marketing strategy.

This reason will point you towards your goal. For example, if you have a new product, your goal might be to make consumers more aware of it and drive conversions. Knowing what you want as your end result will help you build your integrated marketing communications more effectively. It will also help you define key performance indicators (KPIs) to measure your progress, and to identify when you need to make a pivot.

02. Get to know your target audience

For a strategy that's based on communication and building a relationship with your audience, getting to know our audience at a deep level is imperative. A good place to start is to build a buyer persona that, together with your campaign goal, will steer you in the right direction. To do so, begin by answering some of these questions:

Who is in the target demographic? (Be specific, look at data like gender, age, location, and interests)

What’s important to my target audience?

What is the problem they are looking to solve?

Which platforms do they use the most?

How do these people prefer to communicate with the brand?

Depending on the goal of your integrated marketing campaign, you might want to tweak your buyer persona to be unique to each channel and consider market segmentation . At this stage, it also helps to map out the customer journey to the best of your ability. Use the data at your fingertips—such as Wix Analytics —to track the current behaviors and entry points of your existing customers. Start developing a hypothesis around the value of each marketing channel, and how individual touch points work together to convert your customers over time.

Along the same lines, plan a way to proactively re-engage leads across channels. Determine at which points you should be sending them product offers as opposed to educational materials (as an example), and in what formats.

03. Define your brand’s unique selling proposition

Your unique selling position is what sets your business apart from the competition. When it comes to developing your marketing integration strategy, learning where your brand stands in the market will allow you to pinpoint unique areas to focus your campaign.

Take your time performing competitive research, talking with your customers and consulting your team to understand where your brand shines. Find proof to back up your claims. For example, if one of your brand's pillars involves selling ethically sourced products—list out how you're doing this (e.g., "locally grown products"), as well as any social proof (e.g., any sustainability certifications you've earned).

This ensures that your messaging has substance. From here, you can look to create a brand messaging doc or other guidelines that can be used by all of your team members, no matter which channel they manage.

04. Outline your marketing communication methods

Your marketing communication method dictates how and where you’re distributing your campaign. A common mistake is to start by choosing which channels to focus on before outlining why they're important or validating that they matter to your audience.

As you address this stage of your marketing plan , ask yourself:

Where do your customers spend their time? Going back to your audience research, which channels—online or offline—are a majority of your customers already using? Consider whether your brand is missing out by not being present or more active on these channels.

What channels are already valuable to you? What channels have worked for you in previous campaigns? Do you have more experience with one channel over another? It can be helpful to start with channels that you're already familiar with, and to use them as a baseline for newer channels.

What is the goal of each channel? Every marketing channel should have a defined purpose. Avoid taking a spray and pray approach, and instead, know why you're choosing to engage on those channels and how you plan on tracking success.

05. Decide who owns which channels

As you're coordinating your multichannel marketing efforts, you'll want to appoint clear channel managers. This ensures that all channels are accounted for, and that someone on your team is specifically responsible for becoming an expert on each channel.

Trends and behaviors are changing all the time—so your channel managers should find ways to stay up to date, plus measure success. They should additionally monitor activity on their respective channels, ensuring that any content that goes out jives with your branding guidelines.

06. Build reusable assets

Arm your team with messaging docs, graphics, videos, blog posts—or even templates—to help spread brand awareness across all channels. Keep in mind that one asset can be repurposed in multiple ways. For example, a three-minute YouTube video could be cut into shorter soundbites for Instagram, X or other social media channels. That same video could be converted into an audio file, or embedded and quoted in a blog post.

Similarly, a blog post could be turned into a video, presentation or downloadable e-book. The idea: work smarter, not harder. Rather than developing unique assets for every single channel, see what you can reuse from other channels.

Better yet, identify and repurpose your top-performing assets. See how behaviors vary across platforms or audiences and use that to inform your future decisions.

07. Set and analyze metrics

The goals you set initially will help determine the metrics you follow throughout your campaign. For example, you might look at social media brand mentions, website conversion rate, or an increase in engagement.

When using multiple channels, you should analyze the results from each separately to gain an accurate picture of how your campaign is performing on different platforms. The metrics for each platform might be different as well, so you’ll likely need to set multiple KPIs to accurately measure the results of your integrated marketing communications.

This step doesn’t only need to be done after your campaign is released, but can be tracked throughout in order to test different messaging and determine areas for improvement. Analyzing your campaign’s results will not only help you strengthen its performance, but also teach you how to optimize similar ones in the future.

5 successful integrated marketing campaigns

Sometimes the best way to learn is to see how others have done it before you. Check out these iconic marketing campaigns for inspiration.

Geico: The Gecko

Geico used a common mispronunciation of its brand’s name and ran with it, using an anthropomorphic gecko in its ads. This is a good example of how to get creative with integrated marketing.

Geico did more than just using the same tone or aesthetic, it created a mascot that relayed the brand’s story and message, all while using humor to draw people in. The campaign paid off, and resulted in a sales boom for Geico between 2002 and 2007 , rendering it the fastest-growing auto insurance brand.

GoPro: Be a Hero Campaign

In order to advertise its durable action Hero cameras, GoPro launched the ‘Be a Hero’ campaign that turned its users into brand ambassadors. People submitted user-generated content like footage of themselves using their cameras doing everything from extreme sports to everyday things, like swimming in a pool.

GoPro used the “Be a Hero” messaging across multiple channels: in TV ads, on billboards, social media, and in digital communications. The campaign resonated with so many since it evoked the idea that with a GoPro camera, anyone could be a hero, an idea that helped the brand reach a whole new audience.

Domino’s: AnyWare Campaign

To draw attention to how easy it is to order a pizza from Domino’s, the company launched its ‘AnyWare’ campaign, which allowed customers to order via text, tweet, and even on smart devices like watches, TVs, and voice-activated AI devices like Alexa. In order to do this, customers had to set up a pizza preference profile online to ease quick ordering.

Domino’s used integrated marketing to push this campaign on social media, TV ads, and press releases with the goal of driving traffic to its website to learn more about quick ordering. The pizza giant set a goal of having half of all its orders placed digitally, which it readily achieved through this campaign.

Dove: Campaign for Real Beauty

What started as a study on how women and society perceive female beauty ended up as a global campaign that helped redefine a brand. Dove began by releasing billboard ads asking people to text in a vote whether the women portrayed in the ads were beautiful or not. This extended into similar marketing messages on viral videos, TV commercials, print ads, and social media.

Dove went from a simple soap company to a brand that became synonymous with body positivity, making it a great example of how to use integrated marketing to rebrand. With this one campaign, Dove managed not only to spark a conversation and repurpose its brand but also increased its sales from $2.5 billion to $4 billion in the 10 years following its release.

OldSpice: Smell Like a Man

Another example of a company rebranding itself, Old Spice’s original The Man Your Man Could Smell Like commercial gained so much momentum that the brand launched it into an entire campaign. The 30-second TV ad was being shared so much on social media that Old Spice decided to run with it by creating more similar ads along with interactive videos on social media.

The company also rebranded its website, product packaging, voice, and messaging to reflect this new campaign that resonated so strongly with its audience. This resulted in millions of online video views, increased engagement, and doubling sales less than a year after the campaign launched .

Key benefits of integrated marketing techniques

Using an integrated marketing approach is effective in more ways than one, as there are significant advantages to unifying your brand messaging on all channels as opposed to running entirely unique campaigns on each one.

Cost-effective: When searching for new marketing strategies , the first question you’re likely to run into is whether it is effective and affordable. Integrated marketing is actually likely to be more cost-effective since you’re creating content that can be used for multiple purposes across several platforms. Not only that, but some integrated marketing campaigns rely on user-generated content, which can also help drive your costs down while increasing efficiency and engagement.

Builds brand relationships: A key purpose of integrated marketing is to form a relationship with the customer. This approach helps promote awareness and trust by being reliable in the messaging you deliver across all your channels. Your audience will slowly start to recognize your brand wherever it appears, and by being consistent with your brand experience, they’ll also grow to trust your messaging.

Creates cohesion: As consumers, we like things that fit together nicely. By running multiple unrelated campaigns simultaneously on your different channels, you’re presented with a disjointed picture of your brand. Consumers are already exposed to endless information every day, so instead of throwing another five different campaigns at them, present them with one that spans across the board to ensure you don’t overwhelm their attention span.

Common challenges of integrated marketing (and how to address them)

As you seek to recreate some of the examples from above, keep your eyes peeled for these common pitfalls.

Misalignment in priorities: Coordinating efforts across various marketing channels and team members can be challenging. Each channel owner might have different priorities, timelines and approaches, which can lead to conflicts and misalignment. To avoid this, make sure to set a common campaign goal that stretches across all channels.

Inconsistency in messaging : Try as you might, there's always a chance that your messaging gets confused across multiple channels. Even slight variations in messaging can dilute the intended brand image and confuse consumers. To avoid this, create clear guidelines and establish a primary point of contact if anyone has questions.

Difficulty juggling multiple channels : Integrated marketing may require investing in a wider range of marketing channels and platforms. Allocating resources effectively across these channels can be challenging, especially for smaller businesses with limited budgets. To avoid this, don't bite off more than you can chew. It's better to have fewer channels that you can devote more time into mastering than to have too many channels to stay on top of.

Difficulty integrating data : Combining data from various sources and channels to gain a comprehensive view of customer interactions can be difficult. That's why you'll want to make sure to use a platform like Wix, where you can manage multiple channels (such as your website, emails and social media) in one place.

Challenges measuring ROI: Determining the exact contribution of each channel to overall success can be challenging. From the get-go, you'll want to be extra specific about your goals per each channel and define the analytics tools (plus KPIs) that will help track performance.

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Building, Executing And Measuring An Integrated Marketing Campaign

Posted February 5, 2020 by UWA | Business News

Important Dates

There is a need for businesses to use comprehensive integrated marketing campaigns that seamlessly connect channels with an impactful message. And when businesses use these campaigns, they see significant returns. According to Gartner, integrated campaigns across four or more channels outperform single or dual-channel campaigns by 300%.

NewsCred stated, “While there is a myriad of valid ways to approach campaigns, there’s only (one) type that will connect the buyer journey seamlessly across all marketing channels and truly maximize results — integrated campaigns.”

What are integrated marketing communications, and why are they so important?

What is Integrated Marketing Communications?

Smart Insights defined integrated marketing as “a strategic approach to integrating communication and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing a brand.”

Its definition includes three essential aspects of marketing:

• Paid media: traditional advertising, direct marketing and online ads
• Earned media: organic search, public relations and influencer marketing
• Owned media: social media, websites, customer service and direct marketing through email and mobile devices

Other definitions of integrated marketing communications differ slightly, but all focus on creating a cohesive experience throughout all the touchpoints that consumers encounter a brand. Integrated marketing does not mean each marketing channel communicates the same way. However, the messaging has a consistent voice and identity while still pulling on the strengths of individual marketing channels and tactics.

NewsCred called integrated campaigns “a series of coordinated, omnichannel activities, designed to elevate marketing performance by breaking down internal silos and delivering a unified brand experience through content.”

While planning, execution and measuring are not the same for each organization and initiative, the goal is the same. A successful integrated marketing communications plan feels seamless and trustworthy, allowing customers to connect with a brand in a way they wouldn’t with standalone marketing tactics.

Why is Integrated Marketing Important?

Focusing on the consumer experience and integrating your marketing tactics increases the effectiveness of your promotional efforts and enhances brand performance in a myriad of ways. Here are a few reasons why integrated marketing is important.

In marketing, reach is the total number of potential customers exposed to your message. An integrated marketing approach allows you to meet your customers where they are, making your total reach not only larger but more effective.

NewsCred stated, “Thinking bigger, larger and more integrated campaigns can help you build mental availability – make people more aware of your brand – and boost awareness beyond the current customer base to drive acquisition and grow market share.”

You don’t have to count on potential clients seeing a specific television ad to hear your message. Instead, if the same message lives throughout various channels, you’ll reach more members of your target market.

Frequency refers to the number of times a single customer sees or interacts with your message. Frequency is vital to marketing success. A 2015 Microsoft study found that a person’s average attention span is eight seconds . When marketers hold consumers’ attention for such a short amount of time, it’s imperative to get the message in front of them more often. The marketing “Rule of Seven” theorizes that a customer must hear an advertiser’s message at least seven times before acting.

Entrepreneur and marketing guru Seth Godin illustrated the importance of frequency in his book Permission Marketing . He posed the question if you had 100 seeds and only enough water to water each seed once, would you water each seed one time or plant 25 and water them more often? This example illustrates that marketing budget is often better spent targeting one potential customer multiple times.

With an integrated marketing campaign, you can get the same well-crafted message to people across multiple media, increasing your chances of success.

Consistency

Consistency in marketing refers to a specific feeling and tone brought to customers throughout all marketing channels used. It can build brand recognition and awareness and is essential to maximizing reach and frequency.

Brands with consistent messaging see a healthy return on their marketing investments. The average revenue increase associated with presenting your brand consistently is 23%, according to a 2016 study by Demand Metric.

This increase is likely because most consumers don’t only interact with a brand on one medium. Research indicates that the number of sources that customers consult before purchasing is increasing. A report by the ROBO Economy found that 82% of smartphone users consult their phones when they’re about to make a purchase in store.

When your business goals and marketing goals align into a clear message, and that message aligns across channels, you’ve achieved consistency. Maintaining consistency wherever customers find your brand builds trust and increases your chance of being the product or service they choose.

In addition to increased revenue, the efficiency associated with integrated marketing can lead to overall savings for your business. Repurposing images, messaging and more for various outlets results in less money and time spent developing marketing.

Repurposing your marketing content is a great way to do more with less. Building on messaging that resonates with consumers already and packaging it in new ways to reach a larger audience increases your return on investment and saves you resources in the long run.

Marketers should not copy the same message no matter the marketing channel. Still, market research, photography and creative assets don’t have to be recreated from the ground up for each medium.

Integrated Marketing Communications Examples

Integrated marketing communications examples show these benefits in action. Here are two integrated campaigns that impacted the marketing world and their organizations’ bottom lines.

Dove: Campaign for Real Beauty

In 2019, the Dove Campaign for Real Beauty won the title of PR Week’s Best U.S. Campaign of the Past 20 Years. It is one of the best integrated marketing communications examples to reference. The campaign had longevity, launching in 2004 and continuing for more than a decade, and made a real monetary impact. In the first 10 years of the campaign, Dove sales went from $2.5 billion to $4 billion per year.

The campaign started with billboards and extended to television ads and online videos. Dove’s “Evolution” ad went viral in 2006, long before going viral was something marketers strived for in their work. The 2013 advertisement “Dove Real Beauty Sketches” became the most watched video ad of all time, as well as the third most shared ad of all time.

The company also committed to the change it promoted with the campaign, instead of just capitalizing on the message. The Dove Self-Esteem Project partners with parents, mentors, educators and other leaders to build confidence in young children.

The organization found a message that resonated with consumers and adapted it to multiple marketing channels. This campaign struck a chord with the audience and continued to engage the public in a conversation across multiple media types for years with a consistent message.

Levi Strauss & Co.: Ready to Work

Launched in 2010, the Ready to Work campaign is an integrated marketing example that spanned channels and resonated with target consumers. The campaign focused on the town of Braddock, Pennsylvania and its residents’ efforts to rebuild the town after its prosperous years as a steel town were over.

The campaign used television, YouTube, print and digital avenues, along with documentary programming, to get its message to their target market. Levi Strauss worked with the mayor of Braddock , as well as many citizens, to rebuild the community center and the town’s urban community farm project.

The awarded campaign boosted Levi Strauss’s sales that year and started a national dialogue about struggling communities and Americans’ ability to overcome and rebuild. The multitude of marketing channels used provided the reach and frequency needed to make this integrated marketing campaign successful.

Put Your Integrated Marketing Campaign Together

Having an integrated marketing campaign plan helps you create marketing that impacts customer decisions more than siloed marketing. How can you put this information into action for your organization?

Each integrated marketing campaign takes research, development and adjustments, but the payoff will beat the alternative of piecing together messaging and tactics that aren’t cohesive. In the end, you’ll save resources and build trust with your target market.

Explore how to build, execute and measure your integrated marketing campaign.

Building Your Integrated Marketing Campaign

When you set out to create an integrated marketing campaign plan, begin by reviewing your company mission. With your overall business strategy as a guide, take the following steps.

Focus on Your Brand

At this point in the planning process, be sure to connect with your overall brand. Don’t lose sight of your brand’s voice, values or objectives in search of an exciting campaign. Integrated marketing is about creating a cohesive brand experience for the consumer. Each campaign should tie in with the overall strategy of your organization.

Ask yourself:

• What are the unique benefits of our product? Knowing what sets you apart will help you craft a winning campaign.
• What emotions do our brand hope to elicit? The answer to this question will inform the kind of integrated marketing campaign you’ll run.
• What is our competition doing, and how can we set ourselves apart? A critical look at the competition is beneficial when trying to stand out in a crowded marketplace.
• What are our values/culture? Consumers are interested in what your company stands for. Ensure your values and culture are reflected in your campaign.

Because an integrated marketing campaign seeks to deliver the same message across multiple media outlets, the message must align with your overall brand goals. Business, marketing and communications should all align to create a campaign true to your organization. Customers want brands they can trust, and consistency leads to trust.

Explore Your Target Market

Your target market for an integrated marketing campaign does not have to be everyone you target with your product or service. An integrated marketing campaign can even focus on one buyer persona only. Determine during the planning process how targeted you want your campaign to be.

When developing the target of your campaign, consider these questions:

• What are the typical characteristics of my target customers? Understanding your market for the campaign will help you craft messages that resonate with them.
• What problem do we solve for potential buyers? Think critically about how your product or service fits into the lives and meets the needs of your target consumers.
• What types of media does our target market use? This question is critical when determining what marketing channels you should include in your campaign.
• What point in the customer journey am I impacting with this campaign? Knowing where your customers are in the buying process will help you craft a strong message with the right call to action.

A firm grasp of your customer journey and the characteristics of your target buyer is essential in optimizing your campaign’s reach, crafting a successful message and, ultimately, increasing your return on investment.

Define Your Campaign Goals

The goals for your integrated marketing campaign must be clear and specific. Define what you hope to achieve with the campaign and realistically consider concrete goals that you can work toward with your planning and execution. Some questions to ask yourself include:

• What is our call to action? Define the immediate response you want your audience to have.
• What is the timeline? The best goals are timebound. Set a realistic but concrete schedule for your campaign.
• What is the budget? Knowing what you hope to spend will help you set parameters when thinking creatively.
• What are my key performance indicators (KPI)? These should be directly related to your call to action and will determine what you measure throughout your campaign.

These fundamental questions lay the foundation for where the rest of your integrated marketing campaign will go and ensure that your campaign will meet your business’s needs.

Determine Your Marketing Channels

Now that you have explored your brand, target market and campaign goals, you can determine the marketing channels most likely to help you be successful. Different channels do different things. It’s important not just to know where your potential customers are but know how to use the right marketing channel to communicate your message.

Some common components of an integrated marketing campaign include:

• Direct mail
• Paid online search
• Search engine optimization (SEO)
• Print advertising
• Social media

Lean heavily on your brand identity, target market and your goals when determining the right combination of marketing channels for your integrated marketing campaign. If your campaign has a long timeline, you may adjust the channels throughout its life.

While each of these marketing tactics could be used on their own, interweaving them to create a comprehensive marketing communications strategy will yield a more significant impact. Leverage each channel’s strengths to make your integrated campaign effective.

Executing Your Integrated Marketing Campaign

Once you’ve got your foundation built, it’s time to execute on your integrated marketing campaign plan. Integrated marketing communications requires a different approach than traditional marketing. Here are things to keep in mind when carrying out your campaign plan.

Include the Right Team Members

Just like different marketing channels have unique strengths, so do marketing professionals. Be sure to include the people in your organization with the expertise to make your integrated marketing campaign successful in its execution. When running a campaign across multiple channels, many people must work together, bringing their diverse knowledge to ensure the campaign is seamless.

You can begin including some of the team members who can help you reach your goals as early as the planning phase. Be sure to include all relevant people in discussions about goals, messaging and more.

Create Content that Can Be Repurposed

Not all messaging can be repurposed appropriately. Keep in mind whether a tagline or call to action will resonate on the marketing channels you’re using. Understand the strengths and weaknesses of the channels and repurpose creative elements for each medium. Remember, while your message is the same, the execution will likely not be identical throughout each marketing channel used in your campaign.

Like the integrated marketing communications examples we mentioned above, the same message can take different forms to provoke the same emotions from various audiences. Your television ads can be repurposed into social media campaigns and digital advertising. Multiple blog posts can be reworked into a downloadable e-book. Perhaps that e-book would make a great email series. Never stop thinking of new ways to use your content so your campaign can have a long and profitable life.

Throughout executing your campaign, be on the lookout for new ways to use your content to increase the reach and frequency of your message, even if they weren’t part of your initial plan. Repurposing will save you resources and help reinforce your consistent message throughout multiple marketing channels.

Focus on the Entire Brand Experience

Chief Marketing Officer at Freeman Chris Cavanaugh defined brand experience as “designing a sensory experience that brings a person a lasting and meaningful relationship with the brand.” Remember, consistency is imperative.

An integrated marketing campaign doesn’t end with the marketing department. An integrated plan is about disseminating the same message effectively across many channels. Those channels include your sales and customer service teams. In some cases, your recruitment team should be on board with the messaging of your integrated marketing campaign.

Integrated communications include the entire organization. Thinking outside of the marketing department when executing your integrated marketing communications plan ensures consistency isn’t lost during the customer journey and creates a pleasant and trustworthy brand experience.

Reevaluate Often

Even with the best planning and execution, no marketing campaign can remain stagnant. Reevaluate every piece of your campaign regularly to determine if the messaging and channels are still working properly.

Set firm dates to look at your data, evaluate your marketing pieces and ensure everything is fitting with your strategy and that you’re meeting your goals for the integrated marketing campaign. To ensure your campaign is useful, you must measure your campaign results well.

Measuring Your Integrated Marketing Campaign

According to a 2016 study from Forrester Consulting, only 26% of marketers believed their marketing analytics tools were well-integrated and work together well. That’s unfortunate because marketers who can integrate complete marketing analytics platforms see a better performance. Those who use five or more tools for analyzing are 39% more likely to improve their marketing efforts.

Marketers who use five or more tools for analyzing their campaigns are 39% more likely to improve their marketing efforts.

Depending on the media used and the goals of your campaign, many measurement tactics can be useful. Some metrics to consider tracking include, among many others.

• Online conversions: Measuring conversions from a landing page tied directly to your campaign is one way to track campaign success.
• Referral traffic: Analyzing referral traffic provides some powerful insight into which marketing efforts are working and which may not be giving you the return you hoped for.
• Social media insights: Various social media platforms give you great ways to analyze how your content is performing.
• Cost per lead: Even the best marketing is not as effective as it could be if the cost per lead is too high.
• Response rate: This is important if using print media. Measuring how many people respond to a call to action immediately is one indicator of how well your print advertising is performing.

No matter what metrics you use, you want to see a good return on investment (ROI) in your campaign. Instead of looking at the ROI on each marketing piece, consider other indicators, such as brand awareness, online reviews and more, to get a gauge on how your campaign is performing. These can be harder to measure but reliable indicators of integrated marketing success.

Various tools such as Google Analytics, HubSpot and more can ensure that you’re tracking all the metrics relevant to your campaign. Once you have enough data, reevaluate your marketing channels, your message and your audience to adjust tactics as necessary. Even the best market research can miss some insights that marketing analytics may reveal after a campaign is active.

Learn More About Creating an Integrated Marketing Campaign

Creating an integrated marketing campaign takes work. If you’d like to learn more about effectively integrating your marketing communications into cohesive campaigns, consider an online bachelor’s in integrated marketing communications from the University of West Alabama. If you already hold your bachelor’s degree and want to become an expert in creating robust marketing campaigns, consider our online Master of Arts in Integrated Marketing Communications .

In our programs, you’ll get hands-on multimedia experience. You’ll explore graphic design, web, social media and more while also mastering the theories you need to be a successful integrated marketing professional. Our expert faculty have relevant experience and can guide you through your education, no matter your end career goal.

With UWA, you’ll earn your degree entirely online at one of the state’s most affordable institutions. Our flexible structure allows you to challenge yourself while still fitting education into your busy lifestyle. We proudly provide all our students with personal support from application to graduation.

The Integrated Marketing Campaign Toolkit

Align siloed marketing teams and create breakthrough integrated marketing campaigns with this toolkit from Drift & Asana.

Introduction

Growing pains – every business has them. and as your marketing team grows, it’s easy to lose sight of the goals that matter. it starts slowly: silos form as marketers execute on a million different things at once. busy work increases. then, before you know it – and despite everyone giving 110% – you’re falling behind on your numbers..

We’ve all been there. Back in 2019, Drift’s marketing team was growing fast. It was an exciting time, but also a challenging one. As the team grew, more and more signals were crossed.

It became clear that we needed a better way to tie activities together, roll those activities up to revenue, and create more cohesion overall.

That cohesion came in the form of integrated marketing campaigns.

Using integrated marketing campaigns, we turned our siloed teams into one unified marketing machine. Today, even after transitioning to become a remote-first company , Drift Marketing is more aligned than ever.

Now, we’re sharing how we did it and how you can too.

Written in collaboration with Asana, the leader in work management, this toolkit offers best practices and templates for managing integrated marketing campaigns and growing marketing teams.

In this book, you’ll discover:

• A complete breakdown of the integrated marketing campaign framework
• Best practices for managing your marketing team’s strategy and shifting priorities
• An integrated campaign launch kit and UTM builder to help you measure, track, and analyze your integrated marketing campaigns
• Templates and steps to operationalize your marketing campaigns, offers, activities, and calendars

What Are Integrated Marketing Campaigns?

In asana’s anatomy of work index report, survey respondents said they spend 60% of their day on “work about work” as opposed to meaningful work. that includes busy work like searching for information, communicating project updates, and chasing down deliverables from illusive coworkers. sounds exhausting, we know (because we’ve been there too)..

But employees aren’t the only ones feeling stretched thin. For marketing managers, getting siloed teams on the same page can be like herding cats.

With integrated marketing campaigns, marketing leaders can action and align their teams, create consistency around processes, and minimize frenzied deadlines. Integrated marketing campaigns also help:

• Bring together different channels to maximize your content’s reach
• Create a cohesive go-to-market (GTM) strategy across channels
• More easily roll-up marketing activities to revenue

Integrated marketing campaigns use a hierarchical approach to help you identify core themes, personas, and deliverables so you can execute a more effective marketing strategy.

The Anatomy of an Integrated Marketing Campaign

Below is an illustration of an integrated marketing campaign hierarchy.

A campaign is the top-layer of an integrated marketing campaign. Campaigns ground the tactics, programs, channels, and offers below it. Marketing teams typically run more than one campaign at a time.

Programs live underneath campaigns and focus on a specific target audience and core theme. In an integrated marketing campaign model, you may have campaigns that run longer than a quarter, with programs shifting more frequently. Below programs are offers . Offers draw buyers into your marketing funnel and provide additional value for customers. Offers can be events, ebooks, webinars, or other related collateral.

Finally, you have channels . Channels are how you deliver your offers and marketing narratives to the world. Not every channel will be right for every offer. For example, say you’re running a customer campaign and one of your offers is a customer-specific virtual event. In that case, you probably wouldn’t promote the event heavily across your social media channels. You’d take a more surgical approach via email or have your customer success team reach out personally to invite customers to attend.

Marketing teams will always tailor the integrated campaign process to fit their needs. What’s important is that your team is aligned around shared activities and working in lockstep to drive results and pipeline. Even Asana and Drift have slightly different takes on who owns what in an integrated marketing campaign. Still, our objectives are the same: the unification of our go-to-market strategies and marketing teams.

Additionally, depending on the bandwidth of your team, the number of integrated campaigns you run per quarter will differ. And that’s okay! Integrated marketing campaigns should reduce extraneous work and rally everyone around the marketing activities that will have the biggest impact on your goals. Avoid overstuffing your calendar with too many demands, and be critical of bandwidth during the planning process.

Align Integrated Campaign Content with the Buyer’s Journey

The buyer’s journey has become increasingly complex. Today, the average number of stakeholders in a B2B sale is 6.8 . And with the advent of new technologies and digital channels, the amount of potential touchpoints has also grown.

Programs address the personas and ideal customer profiles (ICP) within an integrated campaign, as well as the channels they frequent.

But this framework doesn’t show whether you have the right content for buyers throughout their journey. To avoid messaging gaps in your integrated marketing campaigns, consider embedding buyer journeys into your planning process. You can then bucket offers into different stages of this journey, like in our example below.

The Integrated Marketing Campaign Planning Process

An integrated marketing campaign planning process defines the steps and responsibilities of marketers within an integrated campaign. this process should narrow down a campaign’s programs, offers, and tactics, and give hard deadlines for deliverables..

There are several high-level milestones this planning process should follow:

• Hold a quarterly leadership meeting to discuss core themes in go-to-market messaging
• Create and share program narratives with the marketing team
• Identify campaign offers for each program based on these narratives
• Choose the marketing channels and tactics to get offers in front of the right audience
• Have leadership review and approve programs and offers

Below is an overview of the owners, participants, and activities that happen at each of these milestones. Owners here will depend on your marketing team’s structure, so adjust accordingly, and then share the planning process with your team.

Quarterly Leadership Huddle

At this first stage of the planning process, marketing leaders from product marketing, demand generation, content marketing, and more get together to agree on the upcoming quarter’s themes.

Start this discussion by looking at past program performance and the current company roadmap. Using all these insights, agree on the core themes your campaigns should cover to meet your revenue goals.

Create & Share Program Narratives

Once your marketing executives sign off on the campaigns and themes, product marketing becomes the leader for stage two.

Product marketing creates the program narratives shared with the rest of the team. A program narrative is a detailed document that describes the programs under a campaign. This document includes go-to-market messaging across each stage of the marketing funnel .

At Drift, we structure our program narratives with broad messaging that gets more and more granular:

Marketing and sales use this document to tailor their conversations, campaign collateral, and messaging for buyers. Once this document is created, product marketing walks through these narratives with the other teams.

You might be wondering: Why product marketing? Drift and Asana are both technology companies. Our product marketers have the best insight into our personas, current market trends, and future product innovations. For those reasons, it makes sense then that product marketing would define our program narratives in unison with marketing leadership.

For your organization, it might make more sense for a different team to take the lead on narratives. Just be sure at least one person or one team is in charge of narratives at this point.

Identify Integrated Marketing Campaign Content & Offers

Now that your team is aligned on messaging, it’s time to get tactical.

At this stage, the demand generation team takes over and loops in content marketing and creative. Together, they decide what offers they need for each program based on both themes and the predetermined pipeline goals.

Schedule Channels & Tactics

Once offers are finalized, demand generation identifies the channels and tactics that will drive people to these offers – and help the marketing team hit their pipeline goals.

For example, what emails need to be scheduled? What ads need to be created to extend the reach of a campaign? What can we do to get the right people to see this content?

Review & Approve Integrated Campaign Plans

As a final gut check, marketers should present their completed plan to leaders for final sign-off. This is a simple, but crucial milestone in the integrated campaign planning process. After all, how many of us have dealt with unrealistic deadlines and expectations in the past? This final check will mitigate moments like that.

During this step, leaders should:

• Make sure deadlines are realistic : Integrated marketing campaigns cover most marketing activities, but not all. For example, if a large website redesign process is planned for that same quarter, your creative and content teams might not have the bandwidth to execute on other planned offers.
• Double-check that the programs will meet pipeline goals : Everything must roll up to revenue. Teams should forecast to ensure their plan will help them do that.
• Identify any messaging gaps or missed opportunities : Does the plan hit all the right personas, value propositions, and audiences?

It’s easy to dismiss this step as nothing more than red tape. But alignment becomes that much more important as your marketing team grows.

Still, having all of this information scattered between slide decks and Google Docs is not ideal. Especially because things don’t always go according to plan.

Delays happen. Projects move. And jumping between tabs to update the whole team is not a great use of your time. Next, we’re sharing how to take what you learned in this chapter and operationalize it for your marketing team.

Operationalizing Your Integrated Marketing Campaigns

How do you go from planning to seamless execution cutting down on the “work about work” with centralized integrated campaign management is key..

Whether you’re in office, working from home, or coordinating with teams around the globe, for a truly integrated marketing campaign you need work management .

What is Work Management?

Work management is a systematic approach to organizing a company’s workflows – like projects, ongoing processes, or routine tasks. It’s about coordinating people and work across all levels of an organization, ensuring everyone has the information they need to tackle the work that matters most. Sounds like it was made for integrated marketing campaigns, right?

To implement a work management system, most organizations use a work management tool, like Asana , which becomes the single source of truth for everyone involved in the campaign – from adjusting timelines to assigning project managers to sharing work.

Although tasks like checking email and searching for documents may seem like small annoyances, they actually cut into a lot of your team’s time. This significantly hampers their ability to produce meaningful work without stress. As mentioned earlier, respondents in Asana’s Anatomy of Work Index spend around 60% of their time on busy work (i.e., unnecessary meetings and status checks). That leaves only 26% of their time left for skilled work – like running a webinar or writing an eBook – and only 14% of their time for strategy.

Plus, with the sudden rise of distributed work in 2020, respondents shared that a quarter of deadlines were missed, and 87% of knowledge workers reported working late to make up the difference. Something’s got to give if teams are going to stay motivated, happy, and productive.

Keep Your Integrated Campaign on Track with a Work Management Tool

Once you and your team have finished the campaign planning, it’s time to create step-by-step processes in your work management tool. Work management tools, like Asana, provide greater transparency and accountability around projects and deadlines.

Create Accountability Across Campaigns

Integrated marketing campaigns are a team effort. This is especially true when a team is remote or distributed across offices. For example, when you run a demand generation campaign with multiple offers, like an ebook , webinar, and blog post, you need several specialists to help execute, from content marketers to campaign managers.

When everyone is working out of the same single source of truth, it’s easy to track who is doing what and by when. To create accountability across a campaign, assign tasks with owners and due dates. Clear responsibilities and deadlines help people stay on top of their own work, eliminate duplication, and allow everyone to move faster in the same direction.

Stay on Schedule with Clear Timelines

Try as you might to keep multiple integrated marketing campaigns on schedule, things don’t always go according to plan.

When this happens you need a way to pinpoint overdue work across all of your campaigns so you can quickly follow-up with collaborators and adjust schedules accordingly. For example, when you’re working on an ebook, if the copy isn’t finished on time, the design team’s timeline will have to change.

With a work management tool, you can easily get a bird’s-eye view of all tasks and zoom into those that are incomplete or past due. From there, you can click into each task to ping the assignee for an update. A timeline view is especially useful to see how due dates align – or don’t – so you can act accordingly.

Cut Down on Email with Regular Status Updates

Campaigns have a lot of moving pieces. And stakeholders like to keep tabs on how projects are going. Instead of providing status updates to individual team members through email, we recommend publishing weekly or bi-weekly status updates in your work management tool.

Keeping progress updates centralized in a work management tool allows you to proactively flag at-risk or blocked work before it affects deadlines. You can also highlight recently accomplished milestones, and add links to resources or new documents. And because your stakeholders are already project members, publishing an update will automatically notify all of them at once.

Monitor Multiple Integrated Marketing Campaigns in a Central Portfolio

When planning multiple integrated marketing campaigns, you need a way to stay on top of status updates. Instead of calling for endless check-ins or guessing how work is progressing across all of your projects, we recommend creating a central portfolio in your work management tool to monitor all of your team’s campaigns in one place. Portfolios offer a high-level view of each campaign’s progress, recent status updates, and your team’s bandwidth – all in real-time.

Work management tools are helping teams everywhere work better together. But how can you track progress and performance across campaigns post-launch?

Create Reporting Consistency with an Integrated Marketing Campaign & UTM Builder

Nothing is more frustrating than opening up Salesforce and seeing 10 different naming conventions for the same piece of content.

At the very least, this kind of poor housekeeping results in inaccurate reporting. At worst, it hurts your long-term marketing strategy. To avoid this, you need to standardize naming for campaigns, programs, and offers in your CRM. (We can hear your marketing ops team cheering now.)

When naming your integrated marketing campaigns, use a format that identifies key information quickly. For example, your naming convention could include the following:

Once you have your naming conventions down, marketers should use Urchin Tracking Module (UTM) tracking links across channels. UTMs track the clicks and performance of offers across five different parameters: traffic source (i.e., utm_source), medium, campaign (i.e., utm_IntegratedCampaigns), content, and keyword terms.  

There are several websites you can use to build UTM tracking links. Though we suggest creating your own UTM and campaign builder.

Feeling organized yet? We hope so. So far you’ve learned how your team can operationalize and transition marketing activities into a work management system. Now, it’s time to go one level deeper and start creating your own templates.

Creating Integrated Marketing Campaign Templates

Staying organized – even as your team and priorities grow – is a challenge without the right tools – even for the most type a among us. that’s why templates are so valuable..

At Drift, we use templates to:

• Align our marketing team around the same processes so we don’t miss any critical steps
• Standardize and roll out quick process changes to the entire marketing team
• Create a consistent and unified go-to-market message
• Capture our marketing team’s tried-and-true campaign processes and minimize busy work

Streamline your integrated marketing campaigns with these pre-built Asana templates:

Integrated Campaign Programs Template

In the template below, we break down an integrated marketing campaign example by programs and offers to get a holistic view of each marketers’ contribution to a campaign.

In the Overview section of this project, you can attach program narratives or write narratives directly into Asana. (Just remember to make these documents accessible to other relevant go-to-market teams, like sales.)

Content & Offer Templates

Blogs. eBooks. Webinars. Advertisements. Events. There are a lot of moving pieces behind an integrated marketing campaign. And each offer has its very own to-do list. By templating these processes you can align teams to make sure everyone has the bandwidth to get the work done.

Let’s look at a few integrated marketing campaign examples. Below is a Drift eBook template used to launch the very book you’re reading right now! Meta, we know.

Each subtask has an assigned directly responsible individual (DRI), deadline, and to-do list. Here, we’ve also layered on dependencies. In Asana, dependencies tell your team “you can’t start step two without finishing step one.”

Once we finish writing the book draft and check the “Content Book Writing” subtask off in Asana, the Drift creative team will be notified that they can start design. Operationalizing your process in this way reduces “busy” back-and-forth work and gives visibility into a project’s status.

Templates become more essential as offer complexity grows. Take events, as one integrated marketing campaign example. From speaker contracts to promotions to post-event follow-up – events , even on a small scale, are a lot to manage. By linking templates to team calendars you can ensure no steps or deadlines slip through the cracks. The more detailed and granular you can get with templates the better.

Channel Calendar Templates

Your marketing department likely includes teams specifically responsible for managing channels in your marketing mix like blogs, emails, and social. To keep these channels up-to-date with a steady flow of content – and everyone on your team aligned on what’s going out when – channel calendar templates are your best friend.

For example, here we have a social media calendar. A social media calendar template gives you a bird’s-eye view of all your upcoming and past social posts.

You can keep all of your work connected and automatically up-to-date across your integrated marketing campaign by adding the same task to multiple projects. For instance, if your integrated marketing campaign includes a blog post to promote an eBook, create a task for the blog post and add it to the Integrated Campaign Program, Content Offer, and Blog Calendar projects in Asana. When you update the task – whether it’s changing the due date or posting a comment – all three projects will automatically show those updates in Asana.

Meeting Templates

Work management tools are great for reducing busy work. But that doesn’t mean you should stop meeting as a team all together.

We’ve all been victims of meandering meetings that “could have been an email.” Ensure your meetings are more actionable by using a meeting template. With an agenda plugged into the meeting template, everyone can walk (or dial) into the meeting knowing what will be discussed – and leave with a clear idea of next steps. For example, brainstorm meetings are great, but often feel less actionable. Having a place to source your ideas for these meetings creates more structure:

With so many marketing teams working in different locations these days, meetings are a good way to get aligned on the big picture and feel more connected while you’re at it:

If your marketing team is agile, there’s a template for daily standup meetings, too. Even if your team isn’t running agile methodologies, brief daily standup meetings can be useful as you get closer to campaign launch day.

How to Make These Integrated Marketing Campaign Examples & Templates Your Own

Managing an end-to-end integrated marketing campaign requires meticulous attention to detail. That’s why we recommend capturing and tracking all of your integrated campaign information with custom fields so you can easily search for and surface projects throughout the planning process. For example, at Asana, the campaigns team uses custom fields to indicate each task’s priority and approval stage.

Every marketing team is unique and has its own way of doing things. So you can modify any of the templates we shared above to make them your own. The Drift team, for example, uses custom fields to connect individual offers to programs and campaigns, share live URLs, and notate offer types.

If you don’t see an Asana template for a campaign process or offer that your marketing team runs, you can always create your own custom template .

Final Thoughts

Congratulations! You’re well on your way to becoming an integrated marketing campaign expert.

Although integrated marketing campaigns are complex, they don’t need to be a headache to pull off. With a solid framework and a work management tool, any marketing team can align and move together seamlessly towards the same end goals.

We hope you put the learnings from this guide to work to keep your marketing team action-oriented and aligned.

About Drift

Drift is a Revenue Acceleration Platform that helps companies engage in real-time, personalized conversations with the right customers at the right time, so they can build trust and accelerate revenue. More than 50,000 businesses use Drift to align sales and marketing on a single platform to deliver a unified customer experience.

About Asana

Asana helps teams orchestrate their work, from small projects to strategic initiatives. Headquartered in San Francisco, CA, Asana has more than 89,000 paying organizations and millions of free organizations across 190 countries. Global customers such as Accenture, Danone, Sky, Spotify, and Viessmann rely on Asana to manage everything from company objectives to digital transformation to product launches and marketing campaigns.

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Integrated Marketing Communications PowerPoint Template

Integrated Marketing Communications PowerPoint Template  is a professional presentation which provides a set of Shapes, PowerPoint Icons and Diagrams featuring integrated marketing practices.

The term  Integrated Marketing Communication (IMC)  is used to reference the application of consistent brand messaging through different traditional and non-traditional marketing channels, applying different promotional practices to reinforce each other.

In the current digital era, Marketers are designing more sophisticated marketing campaigns across traditional marketing channels. This campaigns involve Retail, News, Television, Radio and static advertising, combined with digital marketing channels as websites, Search Ads, Banners, Backlinks, video and several online advertising options over Apps.

The user can find in this PowerPoint template Icons for Radio, TV, Events, News, Magazine, Communication Horn. The concepts of listening and observing, market research, consumer research, marketing idea, event calendar, marketing planning, effective strategies, community, team are mapped to shapes showing a working team. Also it provides metaphors for Marketing work as planning, coordination, collaboration, communicating, task managing, rules, goals, strategy, achievement, mastery, fun, level-up, idea, progress, appreciation, risks.

The user can find traditional retail POS shapes combined with digital purchases. Concepts as Amplified word of mouth can be described with the bullhorn shape and word clouds.

For Integrated content strategies the user can use the following Flat PowerPoint Icons

• Touch screen
• Web development
• Social media marketing
• Affiliate marketing
• On page SEO
• Off page SEO
• Keyword research
• Pay per click
• Indexing keywords
• Places optimization
• Market automation
• Content calendar
• Video marketing
• Viral marketing
• Inbound marketing
• Sitemap optimization
• Website promotion
• Web analytics
• Email marketing
• Social engagement

The User can combine traditional shop clipart with shapes representing modern digital marketing practices and create presentations that appeal to global audiences. Impress your audience with the Integrated Marketing Communications PowerPoint Template.

You may also like:

• Go To Market Strategy PowerPoint Template
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Integrated campaign presentation, free google slides theme, powerpoint template, and canva presentation template.

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