An integrated campaign is a multi-pronged approach designed to spread a cohesive message to an audience across multiple touchpoints. Social media, email marketing, display and search ads - an integrated campaign draws on the strengths and nuances of these channels to meet an audience at various points in the customer journey.

Think of a single-platform like playing a solo instrument in a concert - it can create a beautiful melody, but the sound will be limited. An integrated campaign is like a full orchestra - a mix of instruments combining to create a richer experience.

While single-channel campaigns can also be effective, integrated campaigns are an efficient way to get more out of a marketing budget and spread a message further.

1 - Consistency builds trust

We recently wrote about the importance of consistency in building brand trust, and integrated campaigns are crucial to developing that consistency. With an integrated campaign, you can present your brand values and messaging across multiple channels; it’s this unified approach that strengthens customer trust and improves brand recall, so you’re more likely to be top-of-mind when it comes to customer decisions.

2 - Channels amplify channels

Using different channels to get your message across doesn’t just help you reach more people - it’s a multi-part machine that makes your message even more impactful. For example, let’s say your display adverts are exceptional at creating demand - your search ads can capitalise on this, picking up on that interest to further drive engagement, leads and conversions. Getting strong engagement from your email marketing campaign? Your social media can capture that buzz and boost it.

Each channel has its own way of reaching customers and directing interest, and if you can make those play off each other, you’ll increase the strength of your campaign as a whole.

3 - More detailed measurements

Single-channel campaigns can be measured in greater detail than ever before, but integrated campaigns bring even more depth to the table. You’ll be able to see how your different touchpoints are interacting with each other, and you can use cross-channel attribution to see what role each channel is playing. For example, if someone has clicked on one of your search ads, it might have been a display ad that initially got their interest, or an email campaign might be that final touch point that leads to a conversion.

By analysing the impact of each channel, you can alter your campaign activity as you progress, which will allow you to optimise your spending and creative to drive results. Making your budget work harder can help you maximise returns.

4 - Broader audience coverage

With an integrated campaign, you can meet your customers wherever they are, which means you’re significantly reducing the chance of missing out on key audience segments. Everyone consumes media in their own way; some use social media to interact with the brands they like and discover new ones, whereas others prefer web content and newsletters.

With so many routes available for customers, it’s important that your brand is proactive in going to where they are, rather than hoping the customers find their way to you.

5 - Customer journey alignment

Having multiple marketing touchpoints gives you the chance to put up carefully planned signposts that can help to move your customers down the funnel. Single touchpoints can be effective, but multiple reduces the chance of a customer forgetting about your brand - it reinforces your presence in their mind.

By mapping your campaigns across these channels with carefully placed and timed messaging, you can nurture a customer from awareness, to consideration, and ultimately to conversion.

6 - Build long-term brand equity

Standalone marketing tactics can be great for generating quick wins within a limited ‘warm’ audience - one that’s already engaged with your brand - but they struggle to sustain performance and build equity at scale. Integrated campaigns allow you to capture short-term demand and consolidate long-term brand value, as the message is reinforced at different stages of the customer journey.

Final thoughts

Planning the ideal integrated campaign is about thinking broadly. Assess all the channels available to you, and think about how you can make your budget work across them, whilst taking care not to stretch it too thinly.

By utilising the appropriate channels, you can reach the right audiences at the right time. With careful planning, you can play to each channel’s strengths and allow those channels to play off each other, so your brand is always visible at critical points in the customer journey.

As a full-service agency, we consider all platforms when creating integrated campaigns, identifying the most effective touchpoints and tactics for hitting your short-term and long-term goals. Whether it’s building customer trust or increasing leads and conversions, we can devise the strategy to make it happen.