Triple Integration: Campaigns, Media and Measurement
Campaign integration means the coordination of the following elements:
- Message, offer, creative
- Media flighting
- Campaign reporting
- Optimization of media
- Customer touchpoints
- Flight planning
Only by getting all of these worked out in advance will you be able to give your target audience a total experience that impresses it and puts your brand in the best possible light. Let's look at the benefits of pulling each of these into tight integration with all of the others.
Message, Offer, Creative
These are the pillars of every marketing campaign, what we usually lump under the heading "marcom." It's important to manage them actively to ensure consistent communication across media and over time, which means rigorous testing and measuring response, sales and perception. Based on these ongoing results, you adjust accordingly.
Consistent communication doesn't mean that campaign elements must be identical twins—more like cousins. One common mistake is the attempt to force the execution of a concept created for mass into a direct marketing execution, for example. You must always be true to the medium.
Luckily, a strong concept (big idea) can be executed in many different ways, while remaining true to the idea. In this way, an execution can be chosen that is appropriate for the medium in question.
Let's say your main concept is based on a sad clown. The TV spot features a short sequence with a sad clown, and there isn't much dialogue. What can you do with the radio spot? How do you show slapstick behavior, normally requiring a series of actions, on a simple postcard? How do you get the concept across in a small online banner?
These are some of the challenges of integration. But when done skillfully and appropriately, the overall campaign benefits tremendously.
Benefit: In my experience, there is a measurable overall lift in response as a result of using a coherent and consistent message, offer and creative foundation.