This Is What Truly Integrated Communications Looks Like

This Is What Truly Integrated Communications Looks Like
SHARE
THIS



In this opinion piece, Archetype Sydney strategy director Nigel Malone maps out what truly integrated communications looks like.

‘Integrated’ has been a buzz word in agency land for more than a two decades and is still the catch-cry for many a creative shop or communication agency. It all started way back with the rise of the internet and the downturn in dominance of traditional advertising media such as print and television. Agencies in an attempt to regain their relevance, packaged up their approach to the new media-neutral landscape as ‘integrated communication’ and sold it to advertisers as the next big thing.

Despite such a long time in the sun, very few agencies have mastered the art of integrated communication, in theory or practice. Some see it as simply utilising all the different channels of communication available. To an extent this is true, but at its heart, integrated communication hinges on a single, pivotal creative proposition/platform. This ‘big idea’, as some like to call it, is then applied to a spectrum of ‘marketing drivers’ that ensure engagement with the consumer on every possible level.

Once you’ve taken the client brief, gone through the discovery phase, uncovered insights, settled on your strategy and arrived at a creative platform, the next step is to consider each of the ‘integrated drivers’ to help you determine the right mix of tactics. The following diagram shows the drivers radiating out from the creative platform (big idea). The outer ring provides examples of tactics that might be employed for that driver – but is not intended as a definitive list or recommendation – that’s up to you. The whole point of the model is to make you consider each Driver as a starting point for the way you consider the mix, and measure the worthiness, of tactics.

Awareness Drivers

If you believe in the Sales Funnel Model, you’ll see the value in filling the top of the funnel with as many prospects as possible, through mainstream awareness campaigns. For bigger clients this might involve a big TV or digital media buy reaching millions of prospects nationally. For smaller clients getting on the radar of their maximum realistic audience is just as critical, and might involve an ongoing, low-budget social media campaign geo-targeting consumers living within walking distance of their shopfront. Given ‘awareness’ is about getting on the radar, and in the consideration set of brands a consumer will evaluate, such campaigns focus on a brand level in their messaging.

Product Drivers

This driver is all about delivering the product or service story. Who’s it for, what it does, how it will change your life, how much does it cost, where can I buy it? The tactical examples cited in the diagram above might reflect a tech product, say a range of laptops available for sale online or through a retail outlet. But this could equally be about a professional or personal service, described in a menu, brochure, itinerary, or consumer review.

Activation Drivers
These are tactics to accelerate or close the sale, especially with someone who might be sitting on the fence and need a small push to get them over the line. Naturally they will be highly sales focussed, with price points, limited time frames, and graphic calls to action.

Buzz Drivers

Consistency in market is key to remaining top of mind. This driver is about maintaining a buzz – adding an atmosphere of excitement around your activity, but more importantly retaining momentum in the spaces between that activity – so that you don’t fall off the radar. Think of it like retaining a good base level of fitness, during the off season. This could be as simple as keeping a regular social media post calendar, but again will likely be different for every client.

Experience Drivers

There’s two ways to look at Experience Drivers. The first is a means to allow your prospective customers to try before they buy. This could be a test drive, tasting session, a free 14-day trial, and now extends into virtual reality.

The second is the broader customer experience (CX), the systems that support the customer on their full journey, that brings together all channels (traditional, digital, point of sale, in-store and online) to create one unified experience, pre, during and post purchase.

Loyalty Drivers

Everyone knows the story of how it costs a lot more to acquire a customer than keep one. It follows that loyalty, rewarding customers for their ongoing patronage or purchases, is key driver in building a sustainable business. The tactical examples cited in the above diagram are not important. It’s that you ensure Loyalty Drivers, finding ways to let customers know you value their business beyond the purchase, are part of your thinking.

Emotional Drivers

Emotional Drivers are about giving customers another reason to love your brand, aside from your product and or service. It’s closely tied to being seen as a good corporate citizen and a means to attract consumers that align with your ‘cause’ and or organisational values. Whilst the point of integrated communications is to consider all drivers, some drivers will naturally get more attention than others.

Emotional Drivers are one such driver that can often become dominant. Just think of eco-progressive brand like tentree.com or Patagonia apparel.
 I like this particular integrated model, one that has been adapted from several others, because it’s not just for multinational advertisers. The model is equally scalable for a small or startup company. Simply focus on the big idea and the strategy behind it, and ensure it drives every piece of communication and engagement, across as many drivers as you can manage and afford. Done well, the end result is a consistent, efficient and powerful method of communication.

 

Please login with linkedin to comment

archetype

Latest News

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
  • Media

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside

Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
  • Campaigns

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign

Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Aussie Music Stars Front New Digital Campaign For Destination NSW
  • Campaigns

Aussie Music Stars Front New Digital Campaign For Destination NSW

A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
  • Opinion

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’

In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]

Opinion

by B&T Magazine

B&T Magazine
Adgile Doubles-Down On Australia Growth With Team Expansion
  • Advertising

Adgile Doubles-Down On Australia Growth With Team Expansion

Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
  • Campaigns

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star

Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
  • Advertising

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo

Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
  • Marketing

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy

7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy.  With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer.  7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]