| Social media, PPC, banner ads, microsites, e-mail- | | | | consistent will help bolster the effectiveness of the |
| there are many marketing options to choose from | | | | campaign. |
| when your brand wants to run an integrated online | | | | Message repetition across marketing channels is also |
| campaign. The key is making sure each channel | | | | important. It helps ensure that wherever a consumer |
| delivers the same message, regardless of whether it | | | | encounters your advertising, regardless of the means |
| is as brief as a PPC ad to as full blown as a social | | | | of delivery, the campaign's central theme will be |
| media page. While each channel has its own specific | | | | established and reestablished. Reinforcing the |
| creative considerations and best practices, the | | | | messaging helps both the message and your brand |
| common thread among any you choose to use must | | | | stay top of mind and clearly defined in the minds of |
| be your messaging. To ensure consistent messaging | | | | your target audience. This recall can then, hopefully, |
| throughout all the interactive channels your campaign | | | | spur the consumers to perform the conversion that |
| uses requires planning, coordination, and diligence. | | | | your campaign intends for them to do. |
| First, determine your intended audience. You won't | | | | Because there will be many creative cooks in the |
| be able to construct the right message unless you | | | | kitchen on a multichannel integrated interactive |
| identify the consumers you want to reach. A sharply | | | | campaign, it's important to have a clearly defined |
| defined target audience aids the development of a | | | | internal line of communication established in order to |
| sharply focused and effective message to deliver. | | | | ensure all parties are in sync with the campaign's |
| The message itself will depend on its intended | | | | overall message and mission. The wrong graphic |
| audience because it will have to appeal to this target | | | | design for a banner ad could undercut the message's |
| group using the right tone and language. So before | | | | effectiveness just as much as the wrong PPC copy. |
| crafting your marketing message, it's important to | | | | Representatives from all sides of the creative team |
| clearly define the campaign's targeted consumer base. | | | | need to be in the loop to make sure everyone is on |
| Make sure your messaging is clear. If you are | | | | onboard with the task at hand. Then as the creative |
| delivering a marketing message that is too vague, it | | | | content is developed, diligence needs to be paid to |
| will impact how well any channel delivers it. Especially | | | | make sure that all work produced stays on the |
| with multiple channel integrated campaigns, you need | | | | proper messaging course. |
| a message that is obvious and apparent enough that | | | | Consistent messaging plays a vital role in branding. |
| it comes across to your target audience regardless | | | | From "The Quicker Picker Upper" to "The Fabric of |
| of the interactive channel where they encounter it. | | | | Our Lives" and all points in between, a brand's |
| Maintain a consistent voice. To help sustain message | | | | messaging is how consumers identify the brand. |
| consistency across the various channels in your | | | | Executing any campaign, integrated or otherwise, |
| campaign, use a consistent voice throughout. This | | | | with unclear, inconsistent messaging will only lead to |
| voice will help establish the persona you want your | | | | consumer confusion and ultimate marketing |
| brand to convey to its target audience. Preferably, | | | | underperformance or outright failure. So establishing |
| this persona will be one that these consumers will be | | | | and maintaining a clear and consistent brand message |
| able to connect with and respond to. Keeping the | | | | across all the channels of your integrated campaign is |
| tone and content of your marketing message | | | | vital to the success of your marketing goals. |