With increasing technologies and skill sets, marketing teams now have multiple sub-teams to take care of various parts of a marketing campaign. This helps speed up the deliverables, but measuring performance and tracking data from each campaign takes time, as data is typically scattered across teams. Building an agile and integrated campaign can solve this problem. The idea behind an integrated campaign is to streamline and connect the process.
The ability to adapt to change and implement is at the core of the agile methodology. As a marketing agency in an industry where change is happening at unprecedented speed, we believe agility is a must. As with anything in life, you can fail, but you must fail fast, don’t fail at the same thing twice, and move forward and implement the learned insights. At the same time, the hurdle for implementing an agile mindset with marketing is just getting started. You’ll want to avoid this mindset. The perfect strategy will never exist. But, a great one will. And, a great integrated campaign that’s launched is better than the perfect one that never leaves the computer.
Why implement an agile, integrated campaign
1. Leverage performance
No matter how creative the idea is, or how amazing the creative is, at the end of the day, what matters is performance. Thus, in our digital era, you’ll always want to know the campaign’s ability to meet performance indicators — reach, response, leads, and overall ROI are all examples. An integrated campaign is based on more organized and disciplined processes, which ensures the data is in place for both presentation and measurement.
2. Better content
An integrated campaign is defined by persona, location, and various other factors. So, by knowing what, who, and where you’re targeting helps create on-target content — which increases brand value and drives performance.
3. Provide value and results
An integrated campaign can provide value and achieve results in one single process. It increases transparency overall and supports better results for the brand because you can plan, test, and implement more effectively and efficiently.
4. Better productivity
An agile, integrated campaign can provide the benefit of increased productivity by delivering quality more efficiently.
5. Communicate better across teams
Frequency and quality of communication amongst teams and with clients will improve due to the frequently and consistently of sprints.
How to implement an integrated campaign
1. Define your persona
A keen understanding of your target is key to a successful integrated campaign. Study the target’s requirements, what they already have, and what would support their future perceptions of the brand.
2. Know your markets
Know your markets. Are you targeting national or local? What’s the age group of the audience? Are they SMBs or self-employed? A clear understanding of the user segment will help you craft the right content — which will help hit the right spot.
3. Create warrior content
Content won’t be the solo warrior in your integrated campaign; but, it will work in sync with the analytics and technologies you’ve put in place. Great content can not only bring in leads but can also use the power of SEO to increase brand exposure.
4. Modify for each channel
The primary goal of an integrated campaign is to increase efficiency and accuracy and create a seamless experience for the end-user. Since an agile, integrated campaign is highly efficient, there’s no room for time-wasting campaign measures or spending resources creating multiple pieces of content for each channel if it’s not done right. Therefore, you’ll want to create the right creative and promote it simultaneously across the channels. This way, your target audience can find content that communicates what your brand stands for.
An integrated campaign is essential to make the most of agile teams, instead of counting on multiple departments with dissociated branding. This allows teams to work more closely and execute branding ideas that work. Do you think marketing agencies and digital marketers can achieve more with agile, integrated campaigns?