Category: Integrated Media Campaigns

How Business Customers Want Your Marketing Content in Seven Screen Sizes

Responsive web design

Not so long ago, discussions about business-to-business “integrated marketing” focused on how print, digital, events and, for some, broadcast, worked together. Today, the marketing opportunities have become so varied, the idea of “integrated marketing” can be applied to how just one channel, the Web for example, can be used for a wide variety of marketing opportunities.

Just think how many ways business customers can experience the same content delivered via the Web.

Anything posted on YouTube can be displayed on a massive HDTV or a customer’s 7″ smartphone screen. And if a short clip from the video is sent via a text message, a recipient wearing an Apple Watch can even see it on a screen less than an inch in size.

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Too Many Options? How to Select the Right Mix of Media for Your Marketing Efforts


Print magazines. Digital editions. Trade magazine websites. Social media channels. eNewsletters. Webinars. Trade shows and events. Email campaigns. Native advertising. Mobile apps.

The tools you have at your disposal to create an integrated media campaign are wide and varied, and each of them has something different to offer your potential customers. BNP Media conducted research into how business managers and executives use various types of media in their work and discovered that different kinds of media inspire different actions.

No matter the media, B2B consumers are likely to take some kind of action, whether it’s sharing information with a colleague or friend, investigating the services and products further, or ultimately making a purchase. In fact, more than 75 percent of respondents said they’d take an action of some kind after reading a print trade magazine, its digital edition or visiting a trade magazine website.

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After the Sale: How to Use Integrated Media When a Buyer Becomes an Owner


Once your customer becomes an owner, communication shouldn’t come to a screeching halt. Now is the opportunity to build customer loyalty and turn an owner into a fan. Integrated media can help with that.

After the purchase, Salesforce recommends ensuring that your communications:

  1. Reinforce the positive feelings purchasing your product created.
  2. Add value or utility to the product or service.
  3. Gather feedback from customers.
  4. Give customers the opportunity to share their experiences.
  5. Enable cross-selling and up-selling opportunities.

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Get the Most Out of Industry Trade Shows and Events with Integrated Marketing

So much effort is put into what happens the day of a trade show or industry event. It’s all about the demonstration, big product reveal or other promotion, interacting with potential customers, and scoping out the competition. But to really get the most out of a trade show appearance, an integrated marketing approach is key. And it all kicks off well in advance of the show.

Before the Show

Take the time to drum up interest and excitement about the show in advance. Research your target audience and potential customers among the trade shows typical attendees, and tailor your marketing materials to them.

The Center for Exhibition Industry Research found that 86 percent of show attendees were decision-makers or influencers, and yet 85 percent of them hadn’t been contacted prior to a trade show. Doing the research ahead of time and making connections can give you an edge over the competition. Continue reading this article

Many Platforms, But One Message: The Importance of Continuity in Integrated Marketing

Blue newtons cradle

With so many different channels to push out your message—native advertising, print ads, manufacturer websites, mobile marketing, outdoor advertising, TV—you may be tempted to try out different messages depending the medium. But it’s critical to keep your message and look consistent across the board.


You will get more traction with consumers by being consistent throughout your integrated media campaign. You’ll create a memorable history with potential customers by sending the same message across all mediums. Picton and Broderick have outlined the “Four Cs of integrated marketing” as:

  1. Coherence: Connecting all the pieces of a campaign together in a logical way
  2. Consistency: The pieces don’t contradict each other, but support each other from piece to piece
  3. Complementary: A balanced, whole campaign builds on itself over time
  4. Continuity: All pieces are connected and consistent across platforms and over the course of the campaign

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How to Tie Your Marketing Together with How-to and Tutorials


The Web has become the go-to source for how-to help on any topic at any time.

So, when integrating your marketing efforts to reach and serve business customers, remember that the relationship can begin with a problem a potential buyer has—one that leads him or her to Google a how-to question that you could be providing.

At such a moment, being there with the answer assures potential customers that you’ll be there to support them after the sale.

Google calls these times of instant needs to fill in a gap of knowledge micro-moments. Being there with an easy-to-follow how-to that ties into the other facets of your marketing efforts will be a great foundation for building long-term and loyal customer relationships.

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Using Podcast and Streaming Video as Part of an Integrated Marketing Strategy


Amazing developments during the past decade make it possible for anyone holding a smartphone connected to the Internet to accomplish feats that 15 years ago would have required thousands of dollars in video and audio equipment and millions of dollars to own the licenses required to distribute such content over the air or via cable.

Converging technology related to the quality of audio and video capture with smartphones, digital cameras and recorders, plus the variety of means to distribute audio and video files have given any business marketer the opportunity to communicate with the world.

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More Cowbell Isn’t the Secret to Successful Integrated Marketing


In countless lists of “Top 50 Saturday Night Live Sketches,” you’ll almost always find among the top five the parody of a VH1’s “Behind the Music” documentary featuring a recording session by Blue Oyster Cult. During the session, the “superstar producer” played by Christopher Walken believed that anything lacking in the recording could be fixed with “more cowbell.”

“I got a fever!,” said Walken. “And the only prescription … is more cowbell!”

In a similar way, business marketers can sometimes get too attached to an old form of marketing or too enamored with something new, and they begin to believe the solution to any marketing challenge is “more cowbell.”

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How Integrated Marketing Is Like a Set of Golf Clubs

Clubs in Golf Bag

But having more marketing channel and tools available may not necessarily be a good thing. Indeed, a wide array of research has revealed that having “too many choices” of anything can be more stressful to consumers than having a limited numbers of choices.

If a company has an unlimited marketing budget, perhaps it could effectively master every type of marketing channel from traditional print to whatever may be be this month’s must-use social media fad. For the rest of us, it is better to develop a strategy that integrates the most important marketing channels and tools your customers use.

The Right Tool for the Right Job
Using a marketing strategy that integrates various media and distribution channels requires an understanding of the unique strengths and purposes of the various tools.

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What Does Integrated Marketing Mean in 2016?


A majority of marketers are still failing to use an integrated marketing approach to reach customers. According to research, 71 percent of marketers aren’t managing integrated campaigns, meaning that they aren’t coordinating their marketing message across an array of media—from print to digital to conferences.

For B2B marketers, integrated media is necessary to reach customers all along the customer journey—delivering solutions to customers’ problems before they are aware of the need for your product or service, building awareness of your brand, delivering information when they are considering purchase, and providing support once they become owners.

The array of media should be used up to the point of sale and beyond. Marketing shouldn’t end at the point of sale, because when they become your customer, you have the opportunity to build a sustainable and renewable relationship.

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