Why an Integrated Approach is Key to Improving Marketing Performance & Driving ROI

"In light of everything that is going on around us right now, it's even more important to have the right strategy in place, or if you don't, to be prioritising the development of a strategic approach that reflects your current operating environment, with the agility to flex when things change. Right now, all investment decisions needed to be quantified, so whatever you are looking to achieve, it is critical to be able to demonstrate the expected ROI of every activity."

"To deliver the right levels of return in 2021, marketing teams need to think innovatively, creatively, and with an even greater understanding of their audience's needs and wants. They need to think about the entire communications landscape, where different audience groups go to digest information, the channels they use, the content mediums they prefer. They also need to interrogate all available data to gain the most detailed and nuanced understanding possible."

"One approach to achieving the above is strategic and performance-driven integrated campaigns. They are a proven way to reach and engage your audience across multiple channels and touchpoints and when approached with excitement and creativity, enable all communications channels to work harder and deliver a greater contribution to generating revenue. Integrated campaigns can be extensive in their scope and last a year or more, or they can be deployed quickly in response to a time-limited opportunity."

Marketing teams must prioritize agile strategic approaches that reflect current operating environments and allow flexible response to change. All investment decisions require quantification and clear demonstration of expected ROI. Teams must think innovatively and creatively while deepening understanding of audience needs, preferred channels, and content formats. Brands must interrogate available data for detailed, nuanced insights and adopt machine learning and AI to automate analysis and surface opportunities to increase ROI. Strategic, performance-driven integrated campaigns can engage audiences across multiple channels, operate long-term or be rapidly deployed for time-limited opportunities, and should be monitored and optimized based on feedback.

Read at Thedrum