Running ads on one channel is easy. Running them everywhere in sync? That’s where the magic (and results) happens.
If you’ve never built a fully integrated campaign before, don’t worry. It’s not as complicated (or intimidating) as it sounds. With the right framework, you can launch a campaign that feels big, even if your team is small.
Think of your marketing like a conversation. If you’re saying one thing on Instagram, another in your emails and something completely different in your ads, it confuses your audience. That’s the risk of “random acts of marketing”–siloed efforts, mixed messages and wasted budget.
Integrated campaigns fix that by keeping your message consistent across multiple touchpoints. The result? Stronger recall, smoother customer journeys and better conversion rates.
Every integrated campaign starts with clarity. What do you want to achieve: brand awareness, leads or sales?
To define a clear goal, use the SMART goal framework: specific, measurable, achievable, relevant and time-bound.
Example: “Increase demo sign-ups by 20% in Q2.”
That single north star will keep every channel and every asset aligned.
Your audience is the heart of the campaign. Start with what you already have: CRM data, email lists or website visitors. From there, build lookalike audiences and segment by behavior or demographics.
Make sure targeting aligns across platforms (social, search, email, retargeting) so you’re speaking to the same people wherever they show up.
Consistency matters more than complexity here. Don’t over-segment before you’ve nailed the basics.
Every integrated campaign needs a single unifying theme. This is the overarching idea that unites every channel.
Then, adapt it per platform without losing the core message:
Social = quick, snackable content
Streaming audio = storytelling that builds emotion
DOOH/CTV = awareness and credibility
Email/direct mail = personalized, action-oriented
Example: “Summer Starts Here” could show up as a vibrant social carousel, a narrative-driven audio ad, a sleek connected TV spot and a personalized postcard: same idea, different flavors.
You don’t need to be everywhere–just in the places that matter most to your audience.
Map channels to the buyer journey:
Awareness: Social ads, DOOH, streaming audio
Consideration: Search, CTV, content marketing
Conversion: Email, retargeting, on-demand direct mail
Choosing the right mix makes your campaign feel omnipresent without spreading your budget too thin.
An integrated campaign is only powerful if you can measure and improve it.
When your channels are connected, you can measure results holistically–not in silos.
You don’t need a massive budget or marketing department to pull this off. Start simple: one goal, one message and a handful of channels.
When executed well, even your first integrated campaign can deliver results that punch above its weight.
Ready to put this into action? Schedule a meeting and let’s build your first fully integrated campaign together.