Integrated marketing campaigns that pull in one direction
An integrated marketing campaign plans every channel against the same objective, so your website, search, advertising, social and email support one another instead of competing for the same budget.
Stop paying for channels that work against each other
You already know the feeling. The advertising brings people to a website that was never built to receive them. The search work targets one thing while the social posts talk about another. Each supplier reports a good month, and the phone is no busier.
With an integrated campaign you make one decision about where the business is going, and every channel is planned to get you there. You see one set of numbers, you deal with one team, and you can tell which part of your spend is earning its place.
What an integrated campaign brings together
Not every business needs every channel. The mix follows your market, and it can change as you grow.
A single strategy
Built from an assessment of your current position, your objectives and the demand in your market. Our guide covers what a marketing strategy is.
A website that can convert
The place every channel sends people. Websites come first, because nothing else works without one.
Search that builds over time
SEO for lasting visibility, and GEO and AEO so AI assistants can recommend you too.
Advertising you can switch on
Google Ads and paid social media for enquiries while the longer-term work builds.
A way to stay in touch
Email marketing that turns one-off customers into repeat ones.
Short-term enquiries and long-term growth, planned together
Paid advertising can bring enquiries quickly, but it stops when the spend does. Search takes longer to build and keeps working long after. Run together, each covers the other’s weakness.
That only works when one plan decides which channel does which job. It is the difference between buying marketing and running a campaign.
How an integrated marketing campaign works
The idea is older than digital marketing. Textbooks call it integrated marketing communications. In practice it comes down to a handful of decisions, made in this order.
1
One objective
A single aim the whole campaign is judged against, such as more enquiries for one service or more orders from existing customers.
2
A job for each channel
Some channels reach people who are searching now. Others build familiarity or bring past customers back. Each is chosen for the job it does best.
3
One message
The same promise and the same tone wherever someone meets the business, adapted to the channel but never contradicted by it.
4
Shared measurement
One set of numbers for the whole campaign, so a channel is judged by what it adds to the result and not by its own statistics.
An example of an integrated marketing campaign
Here is an illustration, not a client story. A dental practice wants more enquiries for one treatment. Run in pieces, it might buy a new website one year, some advertising the next and a few social posts in between.
Run as one campaign, the order changes. A page is written for that treatment. Search advertising sends people to that page while the organic work builds. Social posts answer the questions patients ask before booking. Email keeps in touch with the enquiries that were not ready. Each is judged by what it adds to the same objective.
Questions about integrated campaigns
What is an integrated marketing campaign?
It is a campaign where every channel is planned against the same objective and measured together, so the website, search, advertising, social and email each support the others.
Is it more expensive than buying one service?
Not necessarily. The aim is to spend the same budget better, by removing overlap and putting money where your market shows demand. We confirm the investment once your audit is complete.
Can we start with one channel?
Yes. Many businesses do. We plan that first channel with the others in mind, so adding to it later is straightforward.
How will we know it is working?
Because every channel works to the same objective, the campaign is judged as a whole rather than channel by channel.
What does integrated agency mean?
An integrated agency plans and delivers several marketing channels under one roof, with one strategy and one point of contact, in place of a separate supplier for each.
Which channels can an integrated campaign include?
Any that reach your customers. Online that usually means the website, SEO, paid search, social media and email. The mix follows your market, so not every campaign uses all of them.