{"id":147670,"date":"2019-12-03T11:00:00","date_gmt":"2019-12-03T11:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=147670"},"modified":"2019-12-03T10:46:28","modified_gmt":"2019-12-03T10:46:28","slug":"creating-integrated-marketing-communications-campaign","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/creating-integrated-marketing-communications-campaign\/","title":{"rendered":"5 steps to creating an integrated marketing communications campaign"},"content":{"rendered":"

Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels<\/h2>\n

The advantages of creating a joined-up, integrated marketing communications (IMC) plan are well-documented and go back over twenty years<\/a>. Even before the internet really took off businesses, brands and agencies were looking for ways to create consistency across content and media touchpoints.<\/p>\n

Although not all campaigns have to be fully integrated (e.g. short-term guerrilla campaigns or PR stunts), brands looking to make an impression and raise awareness as part of a product launch or seasonal sales push should consider how the different elements of a campaign come together as one.<\/p>\n

Integrated campaigns are effective at balancing both short-term sales uplifts and long-term brand-building effects by combining a range of different channels:<\/p>\n

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[Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA]<\/p><\/div>Within this post, I\u2019d like to set out a handful of steps that any marketer can use as a blueprint for creating an integrated marketing communications plan.<\/p>\n

The benefits of integrated marketing communication<\/h3>\n

Every marketing campaign will be different - from the overarching objective, through to the content, media and call to action. However, as marketers, it\u2019s our responsibility to look beyond our individual silos and look for opportunities to connect the dots and develop campaigns that use different elements that support one another.<\/p>\n

\"Sign<\/a><\/p>\n

It\u2019s worth highlighting some of the benefits of creating a truly IMC plan:<\/p>\n

Increase profits<\/h4>\n

By establishing a unified message across media touchpoints, campaigns are more effective<\/p>\n

Drive sales<\/h4>\n

Stretching messages across different communications enable brands to increase reach and drive positive business results.<\/p>\n

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[Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA]<\/p><\/div>\n

Stronger credibility<\/h4>\n

Consistency across channels generates confidence and credibility in what you are communicating as a brand<\/p>\n

Drives efficiencies<\/h4>\n

By eliminating duplication across media type (e.g. imagery, video, graphics) and agencies, brands can generate improved efficiencies in time and cost.<\/p>\n

Key consideration for developing an IMC campaign plan<\/h3>\n

Now that we\u2019ve established some of the benefits of creating an IMC campaign, let\u2019s look at five steps to consider when developing a new marketing campaign:<\/p>\n

Set common objective and strategy across teams<\/h4>\n

From the very outset of any campaign, it\u2019s crucial to have a clear and common set of objectives. If there is any ambiguity around the campaign\u2019s primary objective, it\u2019s unlikely you\u2019ll have a unified team that can collaborate and complement one another.<\/p>\n

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Download our Free Resource \u2013 Integrated marketing megatrends<\/strong><\/p>\n

Our free integrated strategy guide will step you through 10 success factors that are deployed by leading companies to future-proof their business by creating more effective, joined-up media investments and customer journeys.<\/p>\n

Access the <\/a><\/p>\n <\/div>\n <\/div>\n

One way to set common goals and objectives is to work together to evaluate what you\u2019re ultimately looking to achieve. For example, you may be launching a new product or service, in which case brand awareness and consideration will be your objective. Alternatively, you may want to drive sales from your existing customer base, meaning cross-sale will be your primary objective.<\/p>\n

Whatever you\u2019re looking to achieve, consider your current state versus objective. The strategy you develop will be the bridge between these two elements. To make this work, all teams should be fully invested because the process requires insight from everyone involved.<\/p>\n

Some key questions and considerations:<\/p>\n