Anatomy of an Integrated Multichannel Marketing Campaign
Heinrich Marketing
Anatomy of an Integrated Multichannel Campaign
You’ve got them surrounded. Mailbox, inbox, Facebook wall, Twitter stream, mobile device, search results, TV, radio, print ads …You can target customers from every direction at once. Yet as marketing channels have multiplied, one truth hasn’t changed: More isn’t necessarily better.
“Integrating, not just duplicating, your message across channels is one of the most important ways to optimize your marketing quickly,” says Heinrich President and Owner George Eddy. “You can reach a bigger or broader audience and convey your message via multiple touchpoints. The key is in knowing which channels work best in what combination for your campaign, so you don’t confuse customers — or your ability to measure response.”
Start with this guide to the anatomy of a smart integrated marketing campaign.
In this article:
Part 1: The Brains: Leverage the strengths of each channel.
Part 2. The Heart: Keep branding consistent across channels.
Part 3. The Core: Use interactive direct marketing to help you track response.