How do you measure the ROI of integrated marketing campaigns?

Relying the benefits of these campaigns will help optimize the different channels and provide the relevant metrics of how successful your product messaging is. It's important to analyze different ways for integration and some channels may not be as useful as other ones.

Integrated marketing unlocks the full potential of campaigns by maximizing the collective impact across different channels to deliver a more effective way of influencing your target audience in order to generate pipeline and increase business results. The key pillars and benefits include: Consistent messaging: Your target market receives the same key messages across all your channels to reinforce brand positioning, and product value drivers. Builds trust & credibility: Consistent messaging across channels increases a brand’s reliability and trustworthiness. Increase results and ROI: Allows businesses to optimize their marketing spend and maximize return on investment to determine which strategies are most effective based on their goals.

The most effective integrated marketing campaigns have activities that are full funnel including awareness, consideration, decision and advocacy. To start, set clear objectives that define the specific, measurable objectives for your integrated marketing effort. These objectives can include closed won business (revenue), leads (MQL, SQLs), engagement (registration, email performance) and overall brand awareness (website traffic). Next, set KPIs for each objective based on benchmarks from similar or previous campaigns. In order to measure results in a timely and effectively way ensure your analytics tools are set up to track performance across channels with unique tracking codes, UTM parameters and system integrations.

To improve the ROI of your integrated marketing campaigns start by understanding and analyzing the results from your last integrated marketing effort. Areas to explore to improve your results: A/B testing: Try different variations for campaign messaging to understand how your target audience engages across different channels. Promotion strategy: Experiment with your strategy of how you drive engagement (registration, clicks, etc.). This includes lead time, duration, frequency and length across key channels including email, paid ads, social and web. Personalization: Apply additional segmentation to your target audience in order to be more personalized and targeted with your messaging based on their respective pain points and/or interests.