When you look at companies with successful integrated marketing strategies, major companies such as Sephora, Target, Walmart, and Nike come to mind when thinking about successful integrated marketing strategies. However, you don’t need a million-dollar budget to create your own effective integrated marketing campaign. These five strategies will help you kick-start an incredible integrated marketing campaign for your own brand:
- Speaking Engagements
Speaking engagements have always been crucial to the business world, but they’re now being leveraged as marketing opportunities. This is partially due to the fact that speaking engagements allow brands to interact with customers in a more personalized manner. This face-to-face communication is priceless and quickly establishes trust that would otherwise take weeks, months, or even years to build online. However, speaking engagements still have a great deal of value online. The growth of social media and video streaming platforms means that in-person speaking engagements can be rebroadcasted online for continued value, live streamed, live tweeted, have corresponding blog posts that go into more detail about a particular element, and overall, use social media to drive traffic to your website.
- Expanding with Social
By starting campaigns on TV and then encouraging users to go online for more interaction, marketers are maximizing the benefits of traditional media while simultaneously driving online activity. Some examples of brands that have been successful in this approach include Old Spice; asking viewers to Tweet comments and questions to one of its Super Bowl commercial characters; and GoDaddy, which has traditionally offered family friendly advertisements on TV and more risque versions online.
- Combining Print and Digital Media
As a brand with both an online and offline presence, the value of print media is still strong. Not only can newspaper advertisements do an effective job of driving foot traffic to brick-and-mortar stores, but they can also be used to increase online sales. One of the best strategies is to offer “online only” coupon codes in print media. This allows you to get your message to customers who may otherwise not be exposed to your Internet presence.
- Mobile Check-Ins
By enabling mobile check-ins at brick-and-mortar store locations, you’re able to engage customers who are in your store while also broadcasting their physical interactions to their online networks. This creates a natural crossover between your online and offline storefronts. Even if the customer who checks into your store doesn’t purchase anything from the brick-and-mortar location, you still receive get the benefit of piquing the interest of online customers.
- Custom URLs for Traceable Offline Campaigns
Online campaigns can easily be tracked and analyzed to see where traffic is coming from and how people are engaging with your brand, however, offline campaigns are more challenging to analyze. A great option is to create custom URLs, web pages, or full websites so that you can direct offline customers to dedicated pages that allow you to conduct real life split testing. While your traffic numbers will be very small compared to online campaigns, the data you do produce can prove quite valuable for optimizing the future of the offline campaign.
As you can see, there are plenty of ways for multichannel brands to maximize customer engagement both online and offline. These are just a few tips and examples of what modern marketing can look like for multi-channel brands.
Use them as launching points for your own creativity and exploration. With so many tools, technologies, and platforms now available to brands, there’s no reason not to expand your marketing strategy in the coming months.
Original article written by Samuel Edwards on Business.com.