09 Jan Your Marketing Insight 2013: Key Guidelines to Integrate Traditional and Digital Marketing Day 3

This is the third and final post in this series intended to help clients who are putting together marketing strategy involving the integration of multiple forms of media. We first focused on the importance of having a brand with strong appeal that creates attachment with consumers, and how the entire team must execute the brand consistently across all channels of communications. We then discussed the importance in understanding your customer and how they use media. This insight can then be used to create a media strategy focused on the intent of each channel in your media mix, and the nature of the messaging for that channel. For example, we are using Facebook marketing this time for a new sports apparel brand to develop a following. We are not directly selling to this following at this time, but we are trying to grow the following and increase their engagement with the brand using Facebook. Today we will talk about measuring and monitoring communications, and looping this data back into the strategy and creative.

Evaluate messages for effectiveness based on customer experience strategy

• Internet messages can be evaluated in real time with consumers using tools such as Google AdWords and Facebook pay per click advertising. Marketers can experiment with various headlines and copy as well as imagery to see which work best in triggering the intended consumer actions. To do this, launch multiple campaigns simultaneously and track results using the on-line tools. This imagery and messaging can then be optimized and integrated into other communications such as the website meta title, meta description, key words, online ads, text messages, etc.
• Create a dashboard of key online metrics for your brand and key competitors, and check it daily or weekly. We bring together data from a variety of sources, including Klout, Google Analytics, Google Key Word Tool, Google Trends, Google Alerts, Twitter Alerts and Social Mention are just some of the tools we use to monitor what people are saying about us and our clients.
• Traditional research tools are useful in developing and optimizing messages. We use on-line survey tools as well as qualitative interviews and focus groups to get rapid feedback on messages we are developing for our client’s campaigns. These campaigns can then be quickly implemented on-line through websites, etc.
• When in doubt, try it with a small audience and track results. Look for ways to trial ideas on line to smaller subsets of your audience, without exposing them to the masses. On-line campaign management tools allow you to easily test ideas in a specific geography, among specific demos or mindset groups. This is often a quick and easy way to create and carry-out on-line marketing experiments.
Hope this insight is helpful. Please contact us if you want to continue the conversation.

– Mark Capper

Kompas Strategy