Marketing is easy! Think about it. Anyone can put together some random programs, wrap them in enough window dressing to consider it an “integrated campaign”, and then foist that campaign on an unprepared and unsuspecting world. Voila! Marketing!
Oh, wait. You mean you want to engage with audiences in a consistent way that actually benefits your business, and creates meaningful ROI? Well, that’s an altogether different, and harder, thing. That takes some coordination, some data, and some insight.
The Challenge of Integrated Marketing
A truly integrated marketing campaign drives promotional campaigns across a range of high-value channels (public relations, digital, social, mobile, direct marketing, email, print and broadcast ads, in-store promotions, etc.) while maintaining a steadfastly consistent message to the target audiences. This, as you might expect, is harder than it sounds, particularly when the teams building and delivering those campaigns are not, quite literally, on the same page.
Spencer Marlow, Marketing Director of EMEA at Trillium Software, articulates the challenge he used to face while running multi-national marketing campaigns. “We have an internationally distributed marketing team, where people are working at different levels of granularity all over the shop. They’ve got everything in Word documents or Excel or PowerPoint. You can never pull it together in one place.”
Sound familiar? Overseeing multiple teams who are working to execute successful integrated marketing campaigns is difficult when information is in multiple places, so you and your teams can’t see everything in one place. But there is a way to capture and communicate all of the data your teams need to run successful campaigns, and a way for you to see how their tactics and campaigns are performing.
5 Tips for Successful Campaigns
As you work with your teams to create integrated marketing plans for next year, efficiently sharing information across teams and agencies will be a critical component. Cloud-based technology, and in particular collaborative work management (CWM) platforms, can make it easier for teams to exchange and keep track of key information, and for managers and executives to track progress and success in one place.
Here are five tips for building a successful integrated marketing campaign program, and a look at how cloud-based technology can facilitate the collaboration and execution that drives success across your internal and external teams:
1. Maintain a Dynamic View of Your Customer
With more access to customer data than ever, it’s important to maintain a dynamic view of your customers. That means bringing in new information, updating old data, and creating new models and campaigns that best fit your customer and their buying needs.
Most marketing teams use email or meetings to keep each other up to speed on key learnings as a campaign progresses, making it difficult to consolidate and update the information they need to run a successful campaign. With a collaborative work management platform, you can have one place where teams can collaborate in order to track and add customer insights.
2. Ensure Consistent Customer Experiences Across all Channels
The quality of customer experience is important, and consistency plays a large part in how your brand is perceived, given that customers experience your brand holistically. Once you’ve determined your channels, the challenge becomes making sure that your teams maintain consistency across each campaign, even though you might have different teams managing different tactics for multiple campaigns.
A collaborative work management platform can help create a consistent customer experience by helping your teams wrap their arms around content. A CWM platform enables your team to align channels with people, dates, and content, hold internal and external teams accountable for dates and deliverables, and create more targeted content that will resonate with your customers across the board.
3. Be Nimble With Channel Investments
Allocating marketing funds to the right channels has always been tough - and will become progressively more difficult in the future as the number of channels and data sources increases. For CMOs and other marketing leaders, it can be difficult to have visibility into all of the campaigns and tactics running, what their burn rate is, and how well each campaign is performing.
As your team leads track the results of their integrated marketing campaign tactics, make sure they have a clear view into the data around your target customers and how they interact with your channels. Give yourself a roll-up view of integrated campaigns to see what’s working and what’s not at a high level.
This information can help you allocate resources appropriately on a rolling basis to prioritize the channels that your customers interact with and the messages that resonate with them. Consider using cloud-based dashboards or reports that automatically roll up data from different marketing managers, so you can act accordingly.
4. Make it Easy to See Your KPIs
Key Performance Indicators (KPIs) will help you ensure that you and your teams are working on the right thing, focused on the metrics that will help you achieve your goals, and give you visibility into how campaigns are progressing. A clear view of KPIs can help you quickly make well-informed decisions. You want your teams to have the appropriate analytics and attribution methodologies in place so you can roll-up your key performance indicators (KPIs) into a report or dashboard for yourself and other executives.
Providing your teams with standard fields in a collaborative work management platform will make it easier to report on KPIs. Standardized fields will allow you to create roll-up reports and dashboards to view how each team or tactic is performing across your campaign.
Marlow has his team use Smartsheet to track campaign activity and KPIs. He says, “We give [our campaign managers] a very simple template in Smartsheet to do their planning with just a few standard fields [...] We can roll up from both [sheets] the basic information that we need to see without forcing the end users to do rework.”
5. Establish a Common Platform
The success of an integrated marketing campaign isn’t just determined by which channels are being used, but by how well they are integrated. Using a collaborative work management platform that enables the integration of traditional and digital channels makes it easier to create and execute cross-channel campaigns, driving the success of your organization.
One of the things we do here at Smartsheet is enable you to provide a level of standardization with real-time reporting and visibility to the entire team, so you can track your KPIs and make better, well-informed decisions quickly. Consistency and timeliness in execution will help you reach more customers and build your brand.
Interested in learning more about how to solve your integrated campaign management challenges? Visit our marketing solutions page.