A marketing campaign is a series of content that share a single idea and theme which make up an integrated marketing communication.

1. Develop an Integrated
Marketing Campaign
Engage And Grow Your Customer Base

2. What We Cover
● The basics of integrated marketing communications
● The customer experience path model
● How to create an integrated marketing communications campaign plan that blends
online and offline tools
● How to develop a content strategy that delivers a coordinated and consistent brand
message across all touch points including owned, paid and earned media
● How to do more with less by repurposing content for different audiences and
marketing channels
● How to evaluate each element of the marketing communication mix to fine tune
message, audience, timing and place

3. Integrated Marketing vs. Integrated Marketing
Communication
● Integrated Marketing Communication: is focused on ensuring that
the message is consistent across all marketing channels.
● Integrated Marketing: is focused on ensuring all other aspects of
marketing are appropriately chosen and structured so that they will
support the overall goals of the marketing activity.

4. Campaign vs. campaign
● Campaign – strategy
○ The strategic Campaign is the central objective – a major
initiative
○ Driven by sales and marketing objectives
● Campaign – tactics
○ Coordinated marketing activities
○ Common and consistent messaging
○ Engage prospects as they move through the sales process

5. Integrated Marketing Campaign Planning
● Campaign goals and tracking
○ Often the best objectives are core business objectives linked to a monetary value, e.g. sell 5000
of X in 3 months with Y budget
● Target audience, customer insight and targeting
○ Use research to inform strategy
○ Talk to current and former customers
● Key campaign messages and offers
○ Test message and visuals with demographic groups
○ Test with ads such as Facebook ads
○ Deliver multiple creative executions
● Campaign media plan and budget
○ Pay an agency to plan without any promise to buy media
● Campaign asset production
○ Map messaging against planned customer journeys
● Campaign execution and optimization
○ Budget to test, optimize, analyze and repeat

6. Worksheet: Campaign Planning
● What is your business objective?
● What is your integrated marketing communications Campaign
objective?
● What is the campaign duration?
● What is the budget?
● What functions will be handled in-house and what functions will be
outsourced?
● Who will manage the campaign?

7. Online & Offline Marketing Channels

8. Integrated Marketing Campaign Mix
Source: Marketing Campaign Development Blog
Awareness
I know who you are
Preference
Prefer your product
Decision
Make purchase
Repeat Business
Satisfied customer
Awareness
LLead Generation
Banner & Print Ads
Signage
PPC Ads
SEO, Social Media
Email & Direct Mail
Articles, PR
Seminars
Speaking Ops.
Sponsorships
Corporate Website
Credibility, Knowledge,
Understanding, Belief
Decision Action Next Purchase
Cycle
Nurture
Blogs, Articles, Video Testimonials, Virtual
Tours, Online Partnerships
Brochures
Testimonials
Articles / Tips
Web Content
Buyer Checklist
Buyer Tools
Demos
1:1 Selling
eNewsletter
Client Appreciation
Social Events
Nurture Campaigns
Tell-a-friend
Loyalty Building
Customer Advisory Boards

9. Marketing Channels
● Decide which marketing channels to use:
○ Define the purpose of each channel: exposure, reach, influence, information,
interaction, data gathering, etc.
○ Plan when/where/how each channel will be used.
○ Define how each channel will support the other channels.
○ Integrate salesperson activities into the marketing plan.
● Maintain a consistent message across all channels.
● Plan how to drive traffic from one channel to another.
● Capture demographic and other data points from each channel.
● Establish a time frame for responding to questions, feedback, requests for
information, etc. that come from the marketing channels.
● Be ready to respond to potential problems.

10. Benefits & Challenges: Owned, Earned, Paid Media
Media Type Definition Examples The Role Benefits Challenges
Owned Media Brand controls
channel
• Website
• Mobile site
• Blog
• Twitter acct.
Build for longer-
term relationships
• Control
• Cost
efficiency
• Longevity
• Versatility
• Niche
audiences
• No
guarantees
• Company
communicati
on not
trusted
• Takes time
to scale
Paid Media Brand pays to
leverage channel
• Display ads
• Paid search
•
Sponsorships
Shift from
foundation to a
catalyst that feeds
owned and creates
earned media
• In demand
• Immediacy
• Scale
• Control
• Clutter
• Declining
response
rates
• Poor
credibility
Earned Media When customers
become the
channel
• Word of
mouth
• Buzz
• “Viral”
Listen & respond –
earned media is
often result of
owned & paid
media
• Most
credible
• Key role in
many sales
• Transparent
& lives on
• No control
• Can be
negative
• Scale
• Hard to
measure

11. Audience Personas
● Personas are a 1 to 2 page written representation of the goals and behaviors of a
hypothesized group of users.
● Persona descriptions include behavior patterns, goals, skills, attitudes and a few
fictional details the make the persona a realistic character.
● Identify your company’s audiences. Typically, limit to no more than three audiences.
● Each audience has segments - groups linked by common habits, wants and/or
preferences. Typically, limit to no more than three segments.
● Create one persona that typifies each segment within each audience. That means a
max of nine personas for your organization.

12. Personas Inform Targeted Marketing
● Personas include who the person is, how you identify them, what they value and
how you speak to them:
○ Demographic Information: benefits offline and online targeted marketing
○ Job Level / Seniority: crucial for B2B companies
○ What their typical day looks like
○ Select a stock image to reflect that person
○ Their pain points, values and goals
○ Where they go for information – how they consume information
○ What experience they are looking for when shopping for your product or
service
○ Common objections to your product or service
○ Recognize the persona when you encounter them

13. Create Research Based Personas
● Google Analytics:
○ Research your website traffic by keyword
○ Find user similarities in search traffic – group them into categories
○ Refine buyer personas by social channel – referral traffic, group landing pages
by social channel
● Social media - fill out social details – look at how fans and followers describe
themselves on social media
● Social media analytics
● Surveys and focus groups

14. In Search Of – Persona

15. Worksheet: Persona Questions
● Create one persona that is representative of an audience segment.
● What is the person’s first and last name, age, gender, face (find a photo online) and
personal information?
● What are a few details about the person’s life, interests, habits & family?
● How does this person spend their day?—Sketch out a brief outline of their daily
work day or day at home, including specific habits, likes and dislikes.
● Where (or from whom) else is this person getting information about similar products
or services?
● What are this persons goals, challenges, values and fears?
● Where are they in the buying cycle?
● What is your marketing message and elevator pitch to this persona?

16. Buying Habits In The Age Of Mobile Devices/Apps
● Google – Zero Moment of Truth: People are increasingly making decisions at the
Zero Moment—the precise moment when they have a need, intent or question they
want answered online.
● Be there at the right time with answers to gain a competitive advantage.
● Zero Moment of Truth study performed by Google found – buyers engage with
approx. 11 pieces of content prior to making a purchase decision.
● Omni-channel Marketing: Design a multi-channel, multi-device experience from a
customer’s perspective.
● Tips to be there at the zero moment of truth:
○ Use search to uncover and understand the moments that matter – The number
one stain search is for red wine stains.
○ Provide content that is interesting, relevant, engaging
○ Measure if zero moment of truth results in new business

17. Customer Lifecycle Journey

18. Inbound Marketing Funnel

19. Content Matrix

20. Content Strategy – Repurpose / Reformat Content Topics
● List 1 goal
● List 3 tactics
● List products that will achieve
each tactic – include:
○ Owned, earned and paid
media
○ Repurpose / reformat
content topics
○ Coordinated brand
messaging
● List how each tactic & product
will be measured for success.

21. Customer Journey Mapping & Touch-points Mapping
● Select a specific customer segment or target audience with distinct product needs
and similar buying methods.
● Optimize each stage of the customer journey to meet those needs.
● Journey mapping begins with three critical elements: a persona, a journey and a
scenario.
● The persona grounds the customer journey in the context of and through the eyes of
a single specific buyer.
● The journey itself could embody the entire customer lifecycle or it could be one
specific stage of the customer lifecycle.
● The scenario is a single sentence that defines what the customer is trying to
accomplish and why.

22. Customer Journey Mapping

23. Journey Map Touchpoints

24. Worksheet: Persona Journey Mapping - Integrated Marketing
Communications
● Persona Journey Mapping / Conversion Funnel Stages
○ Discover: Consumer has a need that requires they make a purchase
○ Compare: Research process identifies brands for comparison
○ Consider: Your product or service is being considered
○ Commit: Consumer conversion – purchase
○ Retain: Consumer becomes a loyal customer and/or a brand advocate
● List for each stage of the persona journey:
○ Persona questions
○ Persona goals
○ Your company goals
○ Appropriate content type and topics
○ Headlines or content titles

25. Content Metrics – 4 Categories
● Consumption Metrics
○ How many people consumed your content? Measured as page views,
downloads, views, etc.
● Sharing Metrics
○ How often do consumers of your content share it with others? Measured as
likes, shares, tweets, retweets, and backlinks.
● Lead generation Metrics
○ How often do content consumers turn into leads? Measured using contact
forms, signups, registration, etc.
● Sales Metrics
○ How often do content consumers turn into customers?
● Content Metrics – ROI: look at metrics by the type of content you’re producing:

26. Evaluate Campaign Results
● What is the ROI for the marketing activity?
● Did that ROI meet or exceed the predefined ROI goal(s)?
● Did you determine the right metrics to track?
● Did those metrics/statistics meet your goals?
● Did you go over budget?
● Did you accomplish what you needed to within the specified time frame?

27. www.anant.us | solutions@anant.us | (855) 262-6826
3 Washington Circle, NW | Suite 301 | Washington, DC 20037
Data & Analytics
Cassandra, DataStax, Kafka, Spark
Customer Experience
Sitecore
Information Systems
Salesforce, Quickbooks, and more