The New Integration: It's Not What You Think
Traditionally, the benefit of an integrated campaign has been thought to be about synergies, where one plus one plus one equals something more than three.
The problem with the traditional mindset is that one never really knows whether these synergies truly exist. How much benefit did the email campaign obtain from the direct mail? How much more effective were the online display ads when a DRTV campaign was run simultaneously? These are tough questions.
In fact, the only way to know for sure is to measure each channel discretely. This is difficult to do, but not impossible. Here are four keys to the new integration.
1. Focus on Metrics that Matter
Some metrics are not meaningful to the people who matter-that is, the people to whom you report: the CFO and the CEO. They care about revenue, sales and ROI. The CMO will dig deeper and care about details like cost-per-sale, cost-per-lead and cost-per-call. These are the metrics that count.
Traditional, and even digital, agencies tend to rely on other measurements-such as awareness, clicks, page views, impressions and purchase intent-without knowing whether, or how, they correlate with sales results. While these data points are a great start, they are not the place to focus.
Building the best possible integrated campaign means starting with your most important goals. What's more, it doesn't stop with measuring—each channel must be optimized to top performance.
When you know what your goal is, you're more likely to get where you want to go. Knowing your goals is essential to knowing what your campaign should look like and, in particular, selecting the media you should test.
2. No Discipline Owns a Specific Media Channel
When it's time to determine the media strategy, your alternatives are now vast. A misstep is likely if you don't keep a few ideas in mind: In the new integration, mass advertising is more than TV and direct marketing is more than mail. And, naturally, digital is more than digital. (I'll come back to this in a minute.)