What's The Frequency?
April 17, 2012
As communication channels, platforms and formats multiply, companies are being challenged to integrate each new channel into the larger marketing mix.
Today, single media campaigns often fail to convert interested prospects because most of them may not have time to take action on the first touch, while others may file it away for later review, but never get back to it.
Most of us manage by focusing on what's top-of-mind in a moment.
This is why integration has to be an integral part of your culture moving forward!
To draw attention today, deliver a strong message using multiple media sources, because repetition gives you more chances at conversion, and hitting prospects through different channels builds a stronger awareness.
A good integrated campaign will do the following:
- Be centered around one clear, focused, idea or core message;
- Each touchpoint should provide depth to the overall campaign and work together in concert to create a "whole is greater than the sum of the parts" effect;
- It's clear, consistent and compelling;
- Capitalizes on the optimal points of contact while aligning with the overall campaign goals.
Here's how you can use integration to be effective:
- The station becomes the springboard for a big idea that is centered around creating customer engagement;
- Find the correct media mix based on the overall goals, budget, timing and objectives of the your station and/or a client;
- Capitalize on each touchpoint strength and do not simply re-purpose the campaign into the other channels;
- Each medium should feed the other, to uncover part of the story, and lead the user to look for more and engage more deeply.
Remember the old saying: "It's not what you can do, but what you don't do that will make a difference." So, focus on the touchpoints that can help uncover the campaign for others in the most effective and impactful ways -- where they can not only be exposed to it, but participate, collaborate, co-create and so on.
It will not be a one-size-fits-all, but a custom fit for each new moment.
Is integration a part of your culture? Or is Facebook, Twitter, e-mail, text and so on just something that you figure out a way to use around certain ideas and initiatives?
It's a big difference between building a true customer-focused culture vs. a "what needs to be" forced-to-work thinking. And ... it's not out there in the future ... it is now.