Integrated media campaigns are not something just any marketing company can offer. An integrated media campaign relies on the combined use of a variety of marketing platforms for delivering a single message. Although the strategies employed vary from platform to platform, their core message would remain the same.
Everything used in integrated media campaigns must be essentially uniform when it comes to critical factors such as its target market, core message, and of course the products and services they are designed to promote.
Although multiple platforms may be used in a single campaign, all of them should be able to work together and even complement each other. Not a single platform must stand out for better or for worse. All of them must work like puzzle pieces that – when combined- are able to create the perfect message to deliver to your target market.
For those unaware, synergy refers to a process in which the sum of the output from combined factors is greater than the sum of the outputs of the same factors but are working separately in this case. Of the three, this is probably the most difficult goal for digital marketing companies to achieve with an integrated media campaign.
It’s fairly easy to identify the best components for a campaign, but it takes exceptional skill and experience for a marketing professional to determine the ideal combination of these factors. Campaign components can be combined in various ways and produce good results, but only the right combination can produce the best results because of synergy.
There is no minimum or maximum number of platforms which one can use for an integrated media campaign. Which platforms will prove effective would depend on the profile of your target, the type of products or services you are promoting, the trends in Internet marketing, and of course your budget as well as time constraint that you may be working with.
In any case, here’s a quick list of the platforms you can choose from for your campaign.
TV and radio advertising
Live marketing events
Direct mail marketing
Search engine marketing
Social media marketing
Press release writing and distribution
Keep in mind that those are broad categories. They can be further categorized and you likely will, when you start working on the more detailed aspects of your integrated media campaign. As a client, you should always have the right to take the reins and overrule suggestions from your creative artist which you do not approve of. However, don’t let this get to your head too much, though. You should not be unreasonable either about your requests. You should also be willing to bow down to experience and expertise whenever it makes actual sense to do so.
Testing, Monitoring, and Evaluation
Lastly, even if you work with top advertising agencies, make sure that you get to enjoy a brief testing period for the final version of the campaign when it’s completed. An appropriate amount of time should also be used for monitoring the results, evaluating the accumulated data and implement the changes deemed necessary by your digital marketing company.