#Lockdown Live: How to run a successful Integrated Digital Marketing Campaign in 2020 and beyond

I recently did a series of live videos on our Facebook group during lockdown level one, one of which was specifically about , which proved to be quite popular, and so we have transcribed it for you below. PS: Do feel free to , as we often share the latest tips, tools and tricks on digital marketing there, plus it’s just a great community for marketers.

What is Integrated Digital Marketing?

, Integrated digital marketing is,

” …an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.”

So integrated digital marketing is when you use a mixture of the different channels or platforms available to you in an integrated manner, to advertise your products or services: you might use email marketing, social media, blogs, videos or podcasts. Be sure to give the campaign a similar look and feel, as this is how to make everything pull together cohesively.

Writing a perfect blog post means that it must be just as engaging as it is informative, and by getting to know your audience better, you will learn how to speak their language. 

What is the result of these efforts? A growing community of readers that will return to your website wanting to read more.

What is a marketing campaign?

A marketing campaign is when you use the different channels to push one specific thing. A marketing campaign normally has a specific start and end date, and focuses on one goal.

3 Steps to an Integrated Digital Marketing Campaign

Step 1: Strategy

Here are the steps to create an integrated:

• Goal:
  The best place to start is with a good plan. Ask yourself what the goal behind your marketing campaign is: Is it to reach new audiences or grow people’s awareness for your brand, or maybe to get more loyal customers and increase sales?

• Key Performance Indicators – KPI’s:
  How are you going to measure the success of this marketing campaign, will it be sales? Downloads, clicks to the website? Views? Signups? It’s important to only have ONE goal for each campaign and ONE KPI that you will be measuring.

• Target Market:
  You have to identify your target market using our handy target market table. Once you know who they are, you can target the right people with the right content.

• Needs:
  Next focus on the customers’ needs. What do they want? Which one of their needs will you be addressing? This is important, as for every different audience, you need to create different content, artwork, and the language you use might also differ. I strongly suggest that you run separate marketing campaigns for the different audiences that you have.

• Platforms or Channels:
  Then look at which platforms this specific target market can be found on (Example Facebook, Email Marketing, etc).

• Budget:
  Next step is to clarify your available budget so that you know how much money you have available to spend on advertising.

• Duration:
  How long do you want the campaign to run for.

Step 2: Create your channel content

In order for your marketing campaign to be integrated, all your content has to have a similar look and feel across each channel, and yet, it has to be unique to each channel. Easy? I think not!

Step 3: Report

As a marketer, it is easy to leave out the step, as you are probably time poor, and perhaps not that enumerate. However it is critical that you take the time to pull all of your stats together and create a report. This includes pulling your email marketing report, your Facebook report, ads report, your video views, podcast views, and your Google analytics report. 

Once you have all of this information, you need to try and make sense of it all, to interpret and learn from it. Different marketing campaign examples will basically tell you which of your channels are generating the most traffic, and which of the channels are not doing so well. It will tell you if the banner or ad that you posted is working or not.

People are often in such a hurry when it comes to their marketing, because they are on a budget or running out of time. You need to give your integrated marketing campaign a chance to do what it is supposed to.

Give it Time

Only after about three months will you start to understand and build up the knowledge and get insights about which channels are effective for advertising your specific product or service. 

It also gives the machine learning in Google and Facebook time to kick in and work better on your behalf.

So do yourself a favour and give your marketing campaigns enough time to do its job. 

If your budget is a problem, I suggest you have a look at the video I posted about on our Facebook page, , and also feel free to join the group as we often share the newest on digital marketing. Hope to see you there.

Good luck with your campaigns, and .

DK

About Dylan Kohlstädt

Dylan Kohlstädt started digital in 2011 and now has a team of top subject matter experts working with her from her offices in Cape Town and Jo’burg, and clients based all over the world.

Shift ONE specialises in getting you customers through authenticity: creating authentic content that builds communities and turns customers into fans. We create believable top-converting websites, that rank on page one of Google SEO, and next level social media, online advertising, email marketing, graphic design, blogging, press and PR, lead generation, writing, video, animations, and more.

Dylan also founded the in 2013 in order to pass on what she knows, upskilling marketers and entrepreneurs in digital marketing skills, in a fun, face-to-face or online environment.

Dylan Kohlstädt has worked in advertising, marketing and online in South Africa, UK and Australia and attended a Google for Entrepreneurs immersion programme in Silicon Valley where she learned about going from garage to global. 

, CEO and founder, is a subject matter expert on digital marketing whose articles are regularly featured in entrepreneur and business magazines, TV and radio. Dylan has 20 years of marketing management experience, eight of which are in digital marketing. She also has an MBA through UNISA.

You can reach Dylan at:

Email:

Social media: @dylankohlstadt

Web: