The Plain-English Guide to Integrated Marketing Communications

I fly Southwest Airline almost exclusively. They render tolerable expenditures, make it easy to rack up targets, and ever have fun and category flight attendants.

One thing I’ve noticed about Southwest is their branding is on point. Whether I’m booking a flight on their portable application, being served my go-to in-flight ginger ale, or strolling through the terminal at Midway Airport, I’m surrounded by Southwest’s consistent brand emblazons, messaging, and imagery.

This is an example of integrated marketing at work. If you’re interested in presenting a cohesive, consistent brand knowledge that leaves your products or services top-of-mind — like Southwest does — this guide is for you. Read on to learn more about integrated market and how to create a campaign of your own.

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Imagine discovering a brand-new symbol on Instagram and visiting the company’s website to purchase one of their products. If their website promoted a different meaning or safarus than the one you found on their Instagram account, you’d have a hard time understanding the gist of the firebrand, right?

Integrated marketing exists to eliminate these disparities and changes irrespective of how or when a customer interacts with your brand. It’s same to multi-channel marketing, except integrated sell is what aligns the letter you’re sharing on all of those channels.

Speaking of channels, integrated market doesn’t apply to just your inbound or digital marketing channels; traditional media channels are also included. Many of the integrated marketing illustrations we’ll review below incorporate traditional commerce paths such as reproduce, radio, and TV ads.

Now, let’s talk about integrated commerce campaigns.

Why are integrated marketing safaruss effective?

While integrated sell safaruss can differ in their goals( e.g. proselytizing sentiments, constructing symbol awareness, etc .), they should all have one component in common: to align your marketing paths to present a united market “front”.

If your marketing channels are participates, consider your integrated market expedition the tutor in charge of running plays and helping your directs act as a mixed organisation — not disparate ones.

It’s likewise more effective to run integrated marketing expeditions as compared to safaruss on individual channels. Integrated marketing campaigns are impactful for a few concludes πŸ˜› TAGEND

They reach a wider gathering than a single commerce channel.

They have a greater chance of being insured on several channels, thus remaining your symbol top-of-mind and pushing pilgrims closer to conversion.

They construct trust with visitors as they picture a consistent theme on several channels.

They save you money since resources can be shared between and repurposed for different commerce paths and, depending on your campaign, clients can help you market your product or service for you.

So, how can you build your own integrated market campaign? Follow these steps to get started.

1. Establish your overarching campaign goal.

Before you consider what directs will be part of your integrated sell campaign, you must consider the goal of the entire campaign.

Maybe you’ve launched a brand-new product, assistance, or initiative and want to get it in front of clients — like Southwest’s Transfarency. Maybe you’ve completely rebranded and want to broadcast your brand-new meaning — like Old Spice’s Smell Like a Man, Man. Perhaps you’ve simply chosen a brand-new positioning tagline and require your gathering to start associating your firebrand with it — like Snickers’ You’re Not You When You’re Hungry.

( Don’t dwell, we’ll dig deeper into these patterns last-minute .)

Whatever your expedition goal is, ever remember to make it SMART. This will help you stay focused, line your expedition success, and learn how to improve the next time around.

These objectives should also relate to at least one of the following key performance indicators( KPIs) and their subsequent metrics, which you can track when you propel your safarus.


pertained Metrics

Traffic/ reaching

Unique page deems by direct and source


Bounce charge; average hour on page

Top( and falling) material

Top page looks; top departures


Click-throughs; transitions; backlinks


Comments; social shares

Lead generation

Total contributes; total sessions; session to lead conversion rate


Lead to marketing prepared induce( MQL ); MQL to sales characterized head( SQL ); client obtain/ closed-won business

Also, while increased involvement and brand-new precedes are always evoking, a multi-channel campaign should also consider the bigger picture: how your campaign blows sales opportunities and business revenue. Take a moment to map out how you miss your safarus to affect your bottom line, too.

2. Choose your commerce channels and mount purposes for each one.

Now that you know your overarching integrated sell expedition point, you probably have a better idea of what paths( if not all of them) can assist you reach that goal.

For example, if your goal is to roll out a brand-new logo and branding suite, you don’t inevitably need to leverage radio ads. On the other hand, if you’re extending your gathering to target a new geographic region or municipal, radio ads, billboard ads, TV ads, and other local channels may come in handy.

When choosing your direct( s ), it all stews down to what you’re trying to achieve through your integrated market expedition. There was still 10 major sell “channels” that you can use to distribute your campaign material.

Advertising( both print and PPC)

Direct market

Email marketing


Personal selling

Sales advertisings

Digital marketing( e.g. website, content marketing, and SEO)

Social media

Events and sponsorships


Your integrated marketing expedition should include a variety of marketing paths in order to reach the widest audience and press home your campaign sense. If you recognize one or more paths plateau, don’t hesitate to add, remove, or experiment brand-new ones.

3. Define your customer personalities by channel.

Every marketing channel targets its own specific buyer persona. For the above reasons, instead of defining a broad-minded persona for your safarus, you must define your public by channel.

There will consequently be some overlap, but it’s wise to understand accurately who you’re talking to on each medium and how you can tailor those specific assets to be the most successful.

Note: With some expeditions, you may be targeting a specific audience. In such cases, steps 2 and 3 would be threw — you’d characterize your purchaser persona( s) first and then decide which paths can assist you reach that audience.

Download our free Persona Templates to easily organize your public segments and make your marketing stronger .

4. Identify your direct managers.

Depending on the size of your marketing unit, you may have different beings( or entire teams) in charge of different channels. When extending a multi-channel marketing campaign, you must determine who exclusively will be in charge of ensuring their channel( s) be in accordance with the campaign.

This is important for two reasons: 1) that manager is the expert on their direct( e.g. gathering, posting rhythm, optimization tactics, reporting strategies, etc .) and will know how to accommodate the campaign content to be the most successful; and 2) putting one person in charge of all channels may be overwhelming and will cause the content and campaign to suffer.

Perhaps you have a smaller marketing team where one person handles numerou directs. Irrespective of your crew length, do your best good to share path management responsibilities across a few people — ideally with one person handling one or two channels.

5. Create adaptable market resources and messaging.

At this degree, you have your campaign goal, target audience( s ), and commerce directs. It’s now time to create your integrated marketing safarus material. This place is where copywriting, graphic design, and other innovative handles come into play.

Before I dive into how, let’s talk about a significant component of integrated market content: adaptability. To keep your campaign consistent( and easy your workload ), you should be able to repurpose any material to be used on different channels.

For example, let’s say your integrated commerce campaign is focused on the launch of a new 3-minute label video. You could repurpose this video into πŸ˜› TAGEND

30 -second and one-minute “trailer” videos

Still portraits




Blog announces


As you develop and repurpose these creative resources, keep them aligned with your brand guidelines and consistent with each other. In fact, it may be helpful to create your own provided of brand guidelines for your integrated marketing campaign to share with your unit and any channel managers.

This documentation could include a few things πŸ˜› TAGEND

Visual guidelines( emblem, dye palette, typography, etc .)

Any developed and repurposed resources in numerou file formats

Voice and tone specifications( taglines, opted speech, commands to avoid, etc .)

Messaging guidelines( agony sites, points, types of content, sources, etc .)

Buyer persona information and guidelines

Integrated marketing is all about a consistent firebrand know-how. Be sure your campaign resources reflect that, irrespective of what canal your public calls or sees.

6. Establish your plan for collecting makes.

Whether or not you propose your expedition to collect induces, you should always be prepared to receive them. You don’t want to leave this as an afterthought formerly you launch your safarus. Even if you’re simply campaigning to increase awareness of your brand, consider the appropriate means that your pilgrims might convert to leads — and, eventually, customers.

First, consider how a visitor might transformed into a extend. Would they subscribe to your newsletter? Input their information to download a content offer? Create an account on your website? Ensure these conversion aspects of your safarus are also on-brand with the rest of your visual and messaging assets.

Next, consider the appropriate means that your pass are likely to be fostered once they proselytize. Would they roll into an automated email workflow? Would you overtakes them along to Sales? Nonetheless you go about this gradation, make sure your induces aren’t forgotten once they willingly give over their information.

As always, communicate with Sales to confirm that they’re aware of your expedition and on-board with your plan for brand-new precedes and customers.

7. Start, measure, and iterate your safarus.

Ready to propel your integrated market campaign? It might be time to put your campaign to work … but it’s not time to rest just yet.

Remember those KPIs and metrics from step one? Whichever KPIs relate to your overarching safarus objective( e.g. boosting symbol awareness, rebranding, brand-new commodity, etc .), start tracking those precede metrics each week, month, and fourth( depending on how long your safarus is running) is how successful it is at attain your goal.

As always, take what the hell are you learn from each integrated commerce expedition and apply it to future safaruss. With the claim programmes, directors, and implements in place, you can create a never-ending cycle of integrated market safaruss — and wins.

Integrated Marketing Strategies and Best Tradition

As you construct your integrated market expedition, there are a few key programmes and best rehearses be taken into consideration. We’ve detailed them now, and they apply regardless of what media, canals, or purposes you’ve chosen.

Align behind the scenes.

In order for you to successfully implement an integrated marketing coming, it’s imperative that you is not merely elect sell path managers but that all your commerce managers also communicate often about jobs and campaigns.

While not every integrated commerce expedition or promotion needs to be on all of your paths, they should at least complement each other to avoid a fragmented brand knowledge for customers.

Consider the direct modulation.

Integrated safaruss receive traffic from a number of generators — and pass on those informants like video games of Hot potato. Consider how a guest may goal/ experience each commerce path 1) if it was their first visit and 2) if they transitioned from another direct. Think about how each direct can help others convert.

For example, say a customer saw your brand-new poster on their channel to work and, once they arrived, toured the website that was on the placard. Imagine if, on your website, the customer couldn’t easily find whatever your billboard was selling. How mystifying would that be? That patron would likely fall asleep immediately.

Don’t neglect the small overlaps.

When preparing to launch your integrated commerce safarus, it’s tempting to separately “ve been thinking about” each canal and its respective media resources. But this thought process inherently starts against the ethos of integrated marketing. Integrated marketing exists to eradicate the silos of traditional marketing and bring together a cohesive safarus experience.

For this reason, don’t neglect the places in which your safarus overlaps. Now got a few samples πŸ˜› TAGEND

Your email signature, where you can plug your social media handles, website URL, or video relations

Your social media bios and poles, where you can include links to your website, blog announces, content offers, or other digital content

Your blog and website, where you can incorporate social sharing buttons

Your standalone platform sheets, where you can optimize for relevant keywords and SEO

Your PPC transcript, where you can test subject boundaries to see what your public responds to

While these overlaps might not immediately reinforce your safarus goals, they help your gathering change seamlessly between directs, enjoy that consistent, cohesive label suffer, and eventually to be found to a page that proselytizes them.

Every marketer knows just how much you can learn from those who’ve come before you. In this section, we’ve pulled together a handful of well-executed integrated marketing expeditions to give you an example of just how successful this tactic can be.

1. Smell Like a Man, Man by Old Spice

For years, I associated Old Spice with something simply my pa or granddad would wear. I can remember the aged, white bottle of aftershave — the one with the faded pirate ship — that used to sit in my dad’s cabinet.

integrated marketing example old spice old bottle

I don’t picture I’m the only one who supported this association, so it’s no surprise that, in 2010, Old Spice propelled a major rebranding campaign to give its makes a more childish, playful feel — and eventually captivate a younger public. Not merely did Old Spice conversion the design of their box, but they too renamed their products and crafted a brand-new tagline( “Smell Like a Man, Man” ).

The initial campaign opening peculiarity one 30 -second TV spot, The Man Your Man Could Smell Like, that was so beloved that Old Spice launched a handful of others.

But Old Spice didn’t stop at the TV commercial. They also included their website, commodity sheets, Instagram, YouTube, and other directs in their campaign.

No, they don’t all facet the specificity or taglines from the original Tv smudges( remember, information campaigns launched roughly 10 years ago ), but they do reflect the same tone, topic, and label, thus presenting patrons a consistent symbol ordeal across all media.

integrated marketing example old spice website

2. Transfarency by Southwest Airlines

I discussed Southwest Airlines’ consistent branding at the beginning of this article. One safarus that stands out is their Transfarency movement, which introduced a brand new word that marketed Southwest as an airline with simple pricing and no conceal fees.

The campaign originally launched in 2015, but Southwest has since been wheeling out times to liberate brand-new constituents and introduce more the issues and narrations. This tactic has helped elongate the campaign message and rightfully solid the association between flying Southwest and saving money on fares.

Southwest has worked almost every possible marketing channel to broadcast education campaigns: a dedicated platform page on which you can purchase tickets, etch advertisements posted along airport walls and tucked behind aircraft posteriors, a slay of video discerns, and plenty of user-generated content on their social media.

integrated marketing example southwest instagram 3. You’re Not You When You’re Hungry by Snickers

Snickers is one of my favorite chocolate barrooms, so I paid close attention when I started to see business for their You’re Not You When You’re Hungry advertisements.

Launched at the 2010 Super Bowl, this Snickers campaign has remained top-of-mind for chocolate and candy love everywhere.

One reason for this is the campaign’s humor, but the other, more pertinent reason is that Snickers glued this movement everywhere … on the following website, social media, TV, etch ads, and more, and they included abundance of celebrities to boot. By presenting an aligned, cohesive integrated market expedition, purchasers now think of Snickers when craving a sweet snack — and the company has benefitted as a result.

integrated marketing example snickers billboard

4. Share a Coke by Coca-Cola

Coca-Cola’s Share a Coke campaign was unique in that the company placed their customers front and centre by featuring calls and recreation quotations on their make. Not only did this procreate limitless ad tilts, but it led to endless user-generated content from customers wanting to share concoctions with their own name. The #ShareaCoke hashtag was shared via 500, 000+ customer photos.

coke share a coke integrated marketing campaign

When this campaign was at its height, I determined myself taking photographs of and even buying Cokes peculiarity the names of my friends and family. It seems that others did the same — the campaign resulted in an increase in Coke consumption from 1. 7 billion to 1.9 billion daily servings.

5. Grow Better by HubSpot

HubSpot has endless digital belongings — its blog, website, social media channels, and SaaS commodities. This position of collection requires a lot of consistency in messaging and marketing.

HubSpot recently specified its ultimate vision to help customers grow better — all customers, on all canals. To promote this messaging, it updated all content to reflect this vision.

integrated marketing communications hubspot grow better

The message may be short, but the impact is big. However and wherever clients interact with HubSpot, its integrated marketing has ensured that they know how HubSpot controls — and why they should become a customer.

Integrated Marketing Helps You Grow Better

Integrated marketing turns your market expeditions into multi-channel flows. In today’s omnichannel world — with consumers encountering your symbol online, on social media, and on their daily travels — integrated market is more important than ever to capture new customers and build brand recognition and loyalty.

Implement these steps and strategies for your next integrated commerce expedition, and it will definitely be a success.

Editor’s note: This affix was originally published in October 2019 and has been revised for comprehensiveness.

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