If youre looking to maximize the return on your marketing spend, than you need to develop an integrated marketing campaign. An integrated marketing campaign uses more than one medium to communicate a message to your audience. Integrated marketing can also mean a marketing campaign that leverages the power of different media types to move a suspect through the process of becoming a customer.
The most successful marketing campaigns begin with the media type that particular prospects use regularly. For example, generation Y is very engaged with direct mail. Studies have shown that individuals who fall within this consumer segment spend a lot of time opening and reading their mail. That being the case, you want to make sure that your first contact with generation Y prospects is aligned with their messaging preference of direct marketing.
Once youve decided where to start, you need to think about other media regularly used by your target segment. Following the example above, lets assume that the same individuals who read their mail also check email regularly. With at least two marketing mediums identified, youre ready to begin planning your next integrated...
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