For me, seeing how all the different channels work together in an integrated marketing campaign is like seeing how all the components of a sunset at the beach come together. Everything works together to make something special.
Cross-Channel Strategy
I’ve worked on most types of marketing. Digital, print, email, social media, events, podcasts, live TV, signage, brochures, blog, website, digital display, public relations, radio, video, photography, influencer, celebrity, direct message, lead gen forms, ebooks and more.
What excites me most about integrated marketing is building strategy and campaigns that create results across all relevant channels.
Whether a campaign uses 3, 5 or 10+ channels, each channel has its strengths. The intentional combination of channels is what creates effective, high-performing marketing. It has delivered results in my work, and it works on me as a consumer. Brands that do this well become a part of their customers’ lives.
The Multi-Channel Brand Experience
Much like the sunset image, excellent marketing gives the recipient a feeling of peace. When they see your brand showing up in their inbox with an aesthetic and specific email, see a targeted social media ad with information conveyed through a genuine spokesperson and view a YouTube video that goes into more depth while giving just enough detail to pique your interest in more, you’re onto something.
Seeing your content with a consistent message and visual style across multiple channels reminds people about what you have to offer through a variety of ways. It’s much more effective than them seeing the same social media ad 10 times. Cross-channel presence establishes credibility and reduces fatigue of your most important messages.
Data-Informed Strategy Leads to Business Growth
I’ve found the most success by gathering data over time and using it to optimize future campaigns. Knowing the audience and what has worked for the brand or competitors has always been a strong starting point. Then, with business goals in mind, I’ve architected the strategy, campaigns, KPI goals and budget.
When running the marketing for an international commercial lighting trade show and conference, it was imperative that each distinct profession was receiving information important to them. Engineers are interested in different conference courses and exhibitor products than hotel managers. Energy managers are looking for sustainable products and building automation and architects are looking for lighting types and solar shading.
Once you have your target audiences in mind, you can determine what content they would be interested in receiving and where. Advertising in industry publications, designing segmented emails and posting custom blog posts serve the right content to the right audience.
When you follow the data, you see what works and what doesn’t. That results in leads, sales, revenue and brand loyalty.
On to the Fun Part
I can’t wait to dream up my next campaign. From idea development to post-campaign reporting, I enjoy every step of building an integrated marketing strategy that drives brand loyalty and results.