If you’re like most digital marketers, you’re probably still seeing your online advertising in silos. You’re creating separate campaigns for each channel, managing them separately, and measuring their success independently.
But this approach is no longer effective. The buyer’s journey has become too complex for siloed campaigns. Consumers move fluidly between online and offline channels, using whichever one is most convenient at the moment. They expect a consistent experience across all channels, and they will quickly abandon a brand that doesn’t deliver it.
To stay ahead of the competition, you need to start thinking holistically about your online advertising. You need to create integrated campaigns that span all channels and touchpoints. And you need to manage and measure them as a single entity.
Here are four tips to help you get started:
1. Define your goals and target audience
Before you even start thinking about creating an integrated campaign, you need to define your goals and target audience. What are you trying to achieve? Who do you want to reach? Answering these questions will help you determine which channels to use and how to allocate your budget across them.
2. Create a unified message and look
Once you know who you’re targeting and what you want to achieve, you can start creating your campaign elements. But it’s important to keep in mind that all of your campaign elements should have a unified message and look. Your ads, landing pages, website, email messages, etc., should all be consistent with each other. This will help create a seamless experience for your customers and make your brand more recognizable.
3. Promote your campaign across all channels
Now that your campaign is ready to go, it’s time to promote it across all of your channels. This means creating ad campaigns on Google, Facebook, Twitter, LinkedIn, etc., as well as promoting it through email marketing and other owned channels. And don’t forget offline channels like PR and events! Make sure everyone in your company is aware of the campaign so they can help promote it too.
4. Measure success holistically
Finally, don’t forget to measure the success of your campaign holistically. Don’t just look at the results of each individual channel; look at how the entire campaign performed as a whole. Which channels drove the most traffic? Which ones led to the most conversions? Which ones had the highest ROI? Answering these questions will help you optimize your future campaigns for even better results
