With the growth of the internet, the number of channels that we as marketers can now use has grown exponentially. This makes it increasingly difficult to adopt an integrated approach, but, at the same time, it makes integration even more important to achieving a unified and coherent cross-channel brand image.
With this in mind, here are five top tips to achieving excellence in joined-up marketing:
1. Be clear about your marketing objectives – while individual channels might have separate goals, overall, your marketing objectives should be unified and clearly communicated across the company. What is it, at the end of the day, that your marketing activity is trying to achieve and how do each of the channels you employ fit in?
2. Put in place brand guidelines – do you have company-wide guidelines that govern aspects of design, tone and branding? If not, it is worth putting these in place and making sure that approval processes are in place to govern these rules. This will ensure that your email newsletter looks the same as your Twitter background etc.
3. Clearly communicate current plans, strategies and campaigns – whether you are working in a marketing team of two or two hundred, it is critical that everyone is on the same page. By holding regular meetings, everyone involved can be kept up to speed with current activities so that any multi-channel opportunities or conflicts are identified and clarified as soon as possible.
4. Unify measurement across channels where possible – again, the way you measure from channel to channel might vary, but by tying tactical measurement with your overarching objectives, you can align KPIs and ROI. This allows you to compare and contrast across different channels.
5. Think about how the public views your brand – at the end of the day, while you might have a multi-channel approach to your marketing activity, your customers won’t see it this way. They’ll expect the same brand values no matter which touch point they use. So why not step into the shoes of your customers and see how you are really performing?