A well-integrated marketing strategy brings together the best components of traditional campaigns to complement digital tools like email, content marketing, and social media.
By combining outbound strategies like television or print advertisements with the inbound strategies that work for your company, you can amplify the results of your campaigns. However, understanding how to measure the success (or failure) of your integrated campaigns is key to making this a viable, long-term marketing strategy. Without key performance metrics and a strong understanding of how to evaluate the results of your campaigns, integrated marketing can be a colossal failure for some organizations.
So, to help marketers measure their own success and make smart decisions about future campaigns, the ReachForce team put together these three questions marketers should ask themselves to evaluate integrated marketing success.
#1. Are Your Inbound and Outbound Marketing Strategies Working Toward the Same Goal?
Some marketers believe in the “divide and conquer” approach to inbound and outbound. They think directing traditional marketing techniques toward one message and digital strategies toward another maximize the potential reach of your brand.
The truth is that it is called “integrated” marketing for a reason. When your outbound and inbound strategies do not align in their messaging or goal, here is what happens.
First, your leadership team will inevitably start measuring the success of one in relation to the other. Maybe you have a killer digital campaign that is yielding high ROI, but you are having a tougher time measuring the success of some ads you placed in industry-specific publications. Leadership will inevitably want to divert budget toward the safest bet, your digital campaign. It is easier to measure the ROI of digital campaigns. Because you are constantly collecting customer data through these campaigns, it is easier to pivot, make adjustments, and continuously improve their performance.
#2. Are You Making Data-Driven Integrated Marketing Decisions?
As a general rule, data should rule any decisions you make about your marketing campaigns. Provided you are collecting clean, high-quality data through a good data management platform, you can continuously improve your campaigns based on the insights you gather.
With integrated marketing, this applies to both your inbound and outbound strategies. Traditionally, marketers struggle to measure the impact of outbound strategies like billboards or print ads. When you aligning outbound and inbound strategies toward the same goal, it ensures that the data you gather from your inbound techniques can have a positive impact on your outbound techniques, too.
#3. Does Revenue Generated From Your Integrated Marketing Campaigns Exceed the Budget Set for Those Campaigns?
This may seem like an obvious one, but at the end of the day, it is the most important question when it comes to measuring integrated marketing success. Traditional marketing strategies are often significantly more expensive than digital techniques. As a result, marketers need to continuously monitor their return on investment to justify the continued spend.
That said, if your campaign is not delivering high ROI, it would be a mistake to immediately blame the traditional techniques. A/B testing the impact of digital campaigns without traditional marketing support or vice versa can help you see where you need to make adjustments.