What is an integrated marketing campaign and why do we care?
The answer to this question is a bit involved but we’ll explain it like this:
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- Marketing is all about influencing behavior
- It takes multiple impressions of a message to create an influence
- Desired influences create actions such as:
- Replying to an email and asking to be contacted
- Completing a form to learn more
- Attending a webinar (live or on-demand)
- Reading a blog
- Attending an event
- Purchasing a product
- It can take anywhere from 7-21 impressions of a message before a person begins to be influenced
- Integrated marketing campaigns use multiple channels of communication to accelerate the number of impressions and therefore enhance the likelihood of action
- These campaigns are essentially “digitally” surrounding the target (a target can be a prospect, customer, influencer, or partner)
