Idea Hall Blog Integrated Marketing Campaigns Move Ahead in 2010
01/19/10Integrated marketing campaigns used to begin and end with a coordinated mix of print advertising, collateral materials, direct mail, press releases and broadcast advertising. Internet and digital technologies have changed that, enabling the seamless integration of online and offline programs to deliver timely, targeted and synchronized brand messaging. The result: a stronger message delivery than ever before.
Marketing and brand managers recognize the effectiveness of these campaigns in reaching desired target audiences. Brand campaigns executed by CNN and 7-Eleven have influenced other businesses to execute similar strategies. Other innovative campaigns have used creative social media tools such as Foursquare, which combines Facebook and Twitter contacts to offer users incentives that drive in-store visits.
Consumers and businesses use multiple platforms to access the news, watch TV shows and communicate with friends. Marketers now more than ever view integrated campaigns as essential communication strategies to maintain brand awareness and stay top-of-mind. They are a “must have” for any business in the process of a rebrand, such as Nestle Crunch.
Idea Hall used this strategy over the past year with a targeted integrated marketing campaign celebrating Birtcher Development & Investments’ 70th anniversary. We produced a year-long video series of executive interviews for the Birtcher Web site, distributed it to the firm’s clients via e-mail, and shared the series on YouTube. The campaign helped to double annual traffic to the Birtcher Web site – a reinforcement of the Birtcher brand among influential decision makers, and new business opportunities.
Brands large and small are using integrated marketing campaigns to drive sales. Brands that effectively execute a targeted integrated approach in 2010 will benefit from the momentum to reach a greater number of end-users both online and offline
