Integrated marketing. It means every touch point is ‘integrated’ and advances the same overall brand message.
Yet, for as long as I’ve been doing marketing, this has been a truism: the process of developing a marketing campaign always, always, always reveals all the barriers and disconnects that exist between a brand, and its market. Marketing campaigns are like giant sieves: these barriers and disconnects, unless corrected, can threaten the impact of an entire campaign.
Here are five common disconnects we regularly experience, and always try to correct in the course of campaign development.
- Confusing calls-to-action
Simplicity is the name of the game when it comes to a call to action. Clients often have multiple phone numbers and addresses, which can confuse consumers and pose a barrier to good response rates.
- Complicated domain names
cdndw.com (complicated domain names don’t work.com)! I’d recommend a longer domain name that is intuitive, and consistent with existing brand language, vs. a shortened version; Unless of course you have millions of dollars to build awareness of a confusing domain address.
Corporate-speak is running rampant. Everyone needs to get out of the office and be reminded how the real world speaks.
- Uncoordinated fulfillment
Does the staff know about the campaign? Who’s answering the phone? Who’s getting the email inquiries? Can everyone support the campaign promise? It’s amazing how many campaigns launch without an employee or staff component.
- No tracking
It so often happens that both client and agency are so focused on getting the campaign out the door, that the tracking component gets lost. The best way to monitor results is to plan ahead on what to track, how to capture the information, and anticipate how to use that information to make campaign refinements. The best tracking happens through a coordinated effort between client and agency.
Correct the disconnects! Disconnects are barriers, and any barrier puts drag on the ultimate goal. Whether its awareness, trial or purchase, effective integrated marketing only happens when we create a web of communications that is harmonious and helps the consumer get closer to our brand at every touch point.