Integrating your marketing campaign across a range of online and offline channels means your target audience is more likely to notice your message. It is a similar concept to your team working on a project. If your team work together, each with a specialist task, focusing on one overarching objective the results are typically better than tackling the project alone.
Do you want to know the best ways to integrate your marketing campaign? We have some things for you to consider before getting started…
Learn more about your audience
If you haven’t already, build a customer persona for each key segment. Spend time researching your website users from Google Analytics data. Look at the behaviour tools to gain insight into location, age, gender and interests. This is a great place to start when you begin to build a customer persona and learn more about your audience. The insights tools available on your social media channels will also give you key information. Learning more about your key customers and their behaviour will help you select relevant marketing channels for your campaign.
Consider offline channels
Depending on the audience you are targeting many offline channels can still out way performance on digital channels today. Before you go live with your campaign think about the wider landscape of marketing channels available. Avoid simply choosing the digital tools in your marketing toolbox.
Consider the offline world of direct mail, door drops, events, local billboards, newspapers, magazines, radio, and even TV advertising. Traditionally, TV can be an expensive marketing channel, while it can cost more than other tools this doesn’t mean it is necessarily as out of reach or not worth investing in.
Over the past decade broadcast channels have made changes and advances to TV advertising. One example of this is Sky Smart Advertising which uses the rich customer data points, this tool allows you to serve your advert only to homes which fit into your target audience, rather than mass marketing.
Tracking results from multiple channels
When monitoring and measuring your campaign the digital marketing landscape has such a wide range of options. Tools available include tracking via UTM links, Google Analytics and heat maps to name just a few. When it comes to offline marketing one of the best ways to track your campaign is by using UTNs (unique telephone numbers). You can use a different telephone number for each marketing channel which enables you to track the number of phone calls made and the duration of the call. This can also help you identify the number of conversions. Tracking the live or drop date of each element of your campaign is another useful way to track spikes in traffic or sales.
Go back to basics – use segmentation, targeting and positioning
Recently I was tasked with improving direct bookings for one of our spa hotels. In previous years the hotel used email marketing alone with a mass market message. Whilst we could see results, I knew we could generate a better outcome if we used an integrated approach and focused on segmentation, targeting and positioning.
I started with segmentation by building a key customer segment, with insight data from Google Analytics, social media channels, and previous customers records. I then used targeting by selecting channels which would be relevant to the key customer segment we were focusing on. This included social media advertising, email marketing and direct mail. Finally, to make the message relevant for the target audience I used positioning and made the creative of the campaign consistent throughout all channels.
From this, direct bookings increased by 52% from the previous month as well as an 84% increase in direct bookings from the week the campaign was launched. Not only was there an extremely positive increase in direct bookings, from both month on month and week on week, there was also a significant increase of 38% in average daily rate as a result of the campaign.