The New Integration: It's Not What You Think
Traditionally, planning a general advertising campaign has meant television, radio and print media. The more people who see the message and become aware of the brand, the better. But now, with the fragmentation of TV and other media audiences and the better targeting capabilities that have come with it, direct marketers have stepped into to these media. By the same token, mass advertisers and direct marketers are deeply immersed in digital.
Professionals in traditional advertising have goals around awareness, liking, and perhaps even intention to purchase. We say that the purpose of advertising is to change minds, while the purpose of direct marketing is to change behavior.
These overarching goals make advertising and direct marketing their own distinct disciplines. What is the goal of a digital professional?
My argument is that digital goals can fall into either camp. Some digital projects have brand engagement as the goal. The digital shop may create a destination site. Other projects-ecommerce sites, most online display advertising and all search engine marketing, for example-have direct sales or response as the goal and create marketing messages. I think you get my point: Digital is not its own discipline.
Knowing this, you can decide early on if your goals are about brand-building or direct sales. Then create your media plan.
3. Plan Holistically
Many traditionally integrated campaigns begin with a media bias. If the marketer has usually done a direct mail campaign, the plan starts with direct mail and then other components are added-email, for example, or DRTV.
For the best direct marketing results, rather than start with a media bias, start with a performance bias. If you have performance goals, start your plan with the media most likely to reach the goals. You will need to make some assumptions about response rates, but over time, your guesses will become more accurate.