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What variables affect your strategic choice of channels, when designing an integrated campaign?

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3 Answers
Integrated Campaign Marketing
  1. Abhishek GP
    Abhishek GP

    Atlan VP, Growth • 3y

    Here are the four most important parameters that determine your Channel strategy when designing an Integrated Campaign.  1. Who? - Audience Are you talking to developers, end-users, or decision-makers?  How large is the buying group for your product?  Is your product a single or multi-department purchase? 2. Why? - Marketing objective Is your campaign objective creating awareness, building pipeline, or accelerating pipeline? Each objective dictates the count of audience you have available to tar ...Read More

    3,742 Views
  2. Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 3y

    The key variable that affects the choice of channels is -- target audience. Audience type - Is this a new business campaign or install base, cross-sell / up-sell campaign? New business campaigns are heavy on paid media and install base campaigns are heavy on owned media Market segment - Is this an SMB/mid-market campaign or an enterprise campaign? New business SMB/Mid-market campaigns are largely driven by inbound tactics such as paid search, website, SEO whereas Enterprise campaigns require an ...Read More

    1,886 Views
  3. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    When designing an integrated campaign, I recommend starting with the business objective or goal. What are the desired outcomes from the campaign? This is your north star that will guide your strategy and the channels that are needed to support it. Next, identify where your customers hang out based on your desired outcomes. In X scenario, we would find our customers at Y and Z. Do you have budget needs for these channels? What stakeholders would need to be involved? Lastly, ask yourself, what mea ...Read More

    351 Views

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