Nate Anderson Public Relations and Media Strategy Complete Media Inc.,


Step 1: Have a clear understanding who your target audience is. “It’s essential to plainly identify both demographic and psychographic (perspectives, interests and actions), to help develop key messages and to identify the most effective interaction channels to reach them,” claims Linda Pophal, marketing interaction expert, Strategic Communications.

“Who are your target customers? Just what are their motivations? How do they like being reached? Which newspapers or publications do they review and which sites do they visit on a regular basis? Which channels are they utilizing?” All these questions should be responded to before creating your integrated marketing technique.

Step 2: Pick your channels. “Not everyone has to be on Facebook, or in a journal,” states Bhana. Just how will they help me reach my company goals?'” he suggests. “Be ruthless in choice. It’s better to focus on the more efficient channels than attempting to be all over all the time”.

Step 3: Have a consistent appearance. “Make sure your visual identity corresponds,” claims Andrew Stanten, president, Altitude Marketing. “Visual identity is even more than your logo. It involves having a usual overarching style (feel and look), design of digital photography and graphics, consistent logo treatment typical colors and font styles,” he claims. “Everything needs to appear that it came from the same company. An individual checking out an e-newsletter or pamphlet should see an immediate visual connection when visiting your website”.

Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media channels. “Because it can take more than 5 impressions for an individual to acknowledge a brand name or specific advertising message,” claims Justin Honaman, partner, Consumer Goods, and retail national method leader, Teradata, which focuses on data-driven advertising and marketing. “Communications have to be clear, and consistent (no matter network– Web, phone, in-store, mobile)”.

On top of that, “every item of material you develop– a blog site article, situation study or video clip– [need to be able to be] made use of in as many locations as possible,” claims Stanten. For instance, you need to be able to take a study and “use it in your email list; upload a post on LinkedIn; tweet a series of informative nuggets from the piece; [as well as utilize it to] pitch a concept– or the study itself– to a magazine”.

Step 5: Ensure each component of your advertising and marketing project “is able to drive traffic to your utmost target, whether your target is a web site (for investments, bookings, email newsletter registrations, blog RSS registrations, and so on) or a social network like Facebook or Twitter (for engagement),” advises Tracie Broom, partner, Flock and Rally, a company that focuses on incorporated advertising communications.

Action 6: Make sure your advertising and marketing teams are working in sync. “If you have multiple participants of a team functioning on projects within the same integrated marketing project, facilitate team meetings to ensure all participants are on the same page and the message behind the campaign is consistent, says Lauren Witte, associate director of Marketing at regulation firm JacksonWhite, P.C.

Step 7: Don’t forget to track your projects– and coupons. “The most important element of any sort of campaign, and specifically integrated projects, is putting the appropriate analytics and ascription methods in position to truly comprehend how you’re achieving results,” states Dylan Whitman, cofounder, Brand Value Accelerator, an electronic marketing company.


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