The DMA describes integrated marketing as:
‘Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centred on the customer.’
Ok, so that’s a long old description and there’s a lot going on there. Essentially, integrated marketing is about upholding the same message, slogan or motif across multiple channels. Instead of telling different, targeted stories – consistency and repetition makes for a memorable and ‘go-to’ brand.
Need some examples?
Credit: Digital Spy
Compare the Meerkat
The god of all integrated marketing campaigns, for over 8 years we’ve fallen for Oleg and Aleksandr on TV, social media, billboards and even in real life dolls. In fact… I’m pretty sure I haven’t heard anyone refer to the comparison site as anything but ‘Compare the Meerkat’ for years!
A job well done by their creators – they’re one of the UK’s most popular comparison sites. (Did you know they also do 2-4-1 cinema tickets?)
O2 Be More Dog
Launched in May 2014 to promote the revamped priority app – a successful campaign within itself. ‘Be More Dog’ was quirky: cats acting like dogs, chasing balls, digging holes, tearing up newspapers and grabbing sticks. It was, well, memorable!
The full integration of this kooky campaign included TV ads, geo-located mobile ads, homepage takeovers on the likes of MSN and YouTube. A bit like meerkats selling car insurance, it was weird enough to stand out but endearing enough to engage.
Red Bull ‘gives you wings’
Probably one of the best examples of integrated marketing that extends beyond the digital sphere. Through endorsements, sponsorships, web and social, Red Bull’s message is paramount. However, they add extra punch to the ‘gives you wings’ slogan by sponsoring extreme sports and stunts.
Coke ‘share a coke with’
This campaign upped their target market’s consumption by 7%! The personalisation of Coke bottles and a unified message across TV, social media and outdoor displays made this one of Coke’s most successful campaigns – and there have been a few!
This was more than a wide-reaching ad campaign. By aligning their brand message with a topical discussion on gender equality, Always successfully infiltrated across several platforms. Mostly ingeniously, integrated marketing strategies that align with societal debate are often fuelled by UGC (user generated content). This enables the cross-platform message to be spread, with very little actual work by the brand.
Have you got mad digital marketing skills? Have you checked yourself against our 7 traits that make you a brilliant digital marketer?Integrated marketing has ‘never been more difficult or more important’ – especially with the constant conception of new digital platforms (we’re looking at you, IGTV!). Keeping ahead of the curve means looking past burst campaigns and, instead, focusing on long term and continuous online visibility.
Sound like a bit of you?
If any of these examples have got your marketing motor running – or got you thinking about ways to integrate the marketing of your brand? You might want to consider getting certified.
Hit us up for more information, or check out our library of digital marketing courses.
Perhaps you’ll come up with the next Compare the Meerkat or #LikeAGirl campaign – we’ll keep an eye out for you!