<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11d1cd8ba2029e9e0828_651d3d356c1c80e161200953_63a1148b18ceba2b48d9bb01_integrated.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Building an Integrated Digital Marketing Campaign Across Your Performance Channels</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>17 May 2022</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">What's the difference between using multiple digital channels in your marketing, and a fully integrated digital campaign? We asked our Digital experts how to plan for success when building a truly integrated digital marketing campaign.</p> <h2 class="gn-reveal"><span class="num">01</span>What is "Integrated" Digital Marketing?</h2> <p class="gn-reveal">As <a href="https://www.linkedin.com/in/gjcassella/" target="_blank"><strong>Giorgio Cassella</strong></a>, Head of Marketing at <a href="https://www.evoluted.net/" target="_blank"><strong>Evoluted</strong></a> says, "the key is in the name. It means strategically planning your campaigns to combine multiple moving parts into one consistent message designed around driving customers towards a specific action; as opposed to simply running multiple performance channels in tandem but without any continuity and only considering single-step actions."</p> <p class="gn-reveal">These multiple performance channels include <strong>email, display, and social media</strong> to create a unique message that's identifiable to your customers.</p> <p class="gn-reveal">So how do you plan for success when planning your <a href="https://www.campaignmonitor.com/resources/glossary/integrated-campaigns/#:~:text=An%20integrated%20marketing%20campaign%20combines,message%20to%20a%20specific%20audience.">integrated campaign</a>? We reached out to some of our Network agency members to find out, beginning with common mistakes and how to avoid them.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">02</span>Integrated Digital Marketing Campaigns: Common Mistakes and How to Avoid Them</h2> <h3 class="gn-reveal">Isolating your Channels</h3> <p class="gn-reveal">"Isolated, channel-based thinking is one of the biggest pitfalls that a marketing and agency team can fall into when planning a large, integrated campaign that comprises a range of different activity." This is according to <a href="https://www.linkedin.com/in/jonathan-branney/" target="_blank"><strong>Jonathan Branney</strong></a>, Digital Marketing Strategy Director at <a href="https://banc.digital/" target="_blank"><strong>Banc</strong></a>.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Jonathan Branney of Banc discusses building an integrated digital marketing campaign" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11d0cd8ba2029e9e0812_62837a5ff2c44b14a3c70086_Banc_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Jonathan Branney, Digital Marketing Strategy Director at Banc, on integrated digital marketing campaigns.</figcaption> </figure> <p class="gn-reveal">This is echoed by <strong>Giorgio Cassella</strong>.</p> <p class="gn-reveal">"A major mistake we see frequently with new clients at Evoluted is that in the past they've tried to take an integrated approach <strong>simply by combining complementary channels</strong> i.e. SEO and PPC for an "integrated search strategy."</p> <p class="gn-reveal">Approaches like this only focus on the first interaction and <strong>require audiences to be active on the same platform</strong> - search.</p> <p class="gn-reveal">Instead, truly integrated campaigns should <strong>ensure multiple touch points with customers across multiple relevant platforms</strong>, using shared messaging and a congruous, nurturing approach to help move them towards the desired action."</p> <h3 class="gn-reveal">Not engaging the right stakeholders</h3> <p class="gn-reveal">For Jonathan, it's also important to <strong>establish a clear stakeholder engagement strategy from the get-go</strong> to ensure that "everyone involved with the campaign can lend their expertise and input into the solution, and so that clear lines of accountability are drawn from the start.</p> <p class="gn-reveal">Regular strategy reviews to evaluate performance and progress are also critical to ensuring everyone can see the big picture and how their work factors into it."</p> <h3 class="gn-reveal">Applying blanket KPIs</h3> <p class="gn-reveal">When working across multiple channels, applying a blanket KPI for all activity with each individual campaign type or channel expecting to meet the KPI in isolation is one of the biggest mistakes seen by <a href="https://www.linkedin.com/in/george-gangar/" target="_blank"><strong>George Gangar</strong></a>, Head of Digital strategy at <a href="https://www.impression.co.uk/" target="_blank"><strong>Impression.</strong></a></p> <aside class="gn-quote gn-reveal"><q>By applying the same KPI to all of them, you reduce your flexibility and often throttle growth.</q><cite>George Gangar · Head of Digital Strategy, Impression</cite></aside> <p class="gn-reveal">"For example, expecting all campaign types and channels to hit an individual ROAS of 4. It undermines one of the best things about running multi-channel campaigns: your ability to use a variety of different channels, each with their own strengths and weaknesses. By applying the same KPI to all of them, you reduce your flexibility and often throttle growth."</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="George Gangar of Impression discusses building an integrated digital marketing campaign" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11d1cd8ba2029e9e0817_6284afd45fc06ec48cceec9c_Impression_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>George Gangar, Head of Digital Strategy at Impression, on avoiding blanket KPIs across channels.</figcaption> </figure> <p class="gn-reveal">To avoid this mistake, he says that a far better approach is to "<strong>apply a blended ROAS target to your marketing activity</strong> as a whole and allow different channels to deviate from this based on the role they are playing in your strategy."</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>How do you ensure success for an Integrated Digital Marketing campaign?</h2> <p class="gn-reveal">Integrated marketing campaigns may differ in their goals <strong>(converting sales, building brand awareness etc.)</strong> but they should all have one common goal: aligning your channels to present <strong>a unified marketing approach</strong>.</p> <p class="gn-reveal"><a href="https://blog.hubspot.com/marketing/integrated-marketing">According to HubSpot</a>, there are seven steps that you can follow to help you build an effective integrated campaign.</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Seven steps to an effective integrated campaign.</h4> <ul> <li><strong>Establish your overarching campaign goal.</strong></li> <li><strong>Choose your marketing channels and set goals</strong> for each one.</li> <li><strong>Define your buyer persona</strong> by channel.</li> <li><strong>Identify your channel managers.</strong></li> <li><strong>Create adaptable marketing assets</strong> and messaging.</li> <li><strong>Establish your plan for collecting leads.</strong></li> <li><strong>Launch, measure and iterate</strong> your campaign.</li> </ul> </aside> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">04</span>Seeking external support for more effective integrated campaigns</h2> <p class="gn-reveal">With multiple channels involved in an integrated campaign, different specialisms are required to add value to what a business is aiming to achieve from their marketing.</p> <p class="gn-reveal">As such, we asked our Network members where external support can help achieve this added value.</p> <h3 class="gn-reveal">Avoiding challenges with cost and resource</h3> <p class="gn-reveal">For <strong>Johnathan Branney</strong>, "The right external partner will be well-equipped from a structural perspective to deliver these kinds of projects (which can otherwise be costly and operationally difficult to plan internally), and will have <strong>access to a wealth of data, insight, tools and expertise</strong> that will help bring your brief to life."</p> <h3 class="gn-reveal">Support with data and analytics</h3> <blockquote class="gn-blockquote gn-reveal">"There are quite a few ways that external support can be useful, but if I had to pick one I'd say that <strong>it's vital to make sure that your data and analytics setup is sound.</strong> If you have a single source of truth that you can trust, you're much better placed to make accurate and informed decisions; attribution, incrementality testing and scenario planning are all key to effective campaign measurement and can only be done properly when your data is accurate."<cite>George Gangar · Head of Digital Strategy, Impression</cite></blockquote> <h3 class="gn-reveal">Support understanding your audience</h3> <p class="gn-reveal">"Brands, initially, need to focus on truly understanding who their audience are and where they're active, aligning their pricing, product, and positioning strategies. When you're in the thick of it, <strong>it's easy to become blinkered and forget the bigger picture.</strong></p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Giorgio Cassella of Evoluted discusses building an integrated digital marketing campaign" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11d1cd8ba2029e9e081a_62838e94e18ecf2ed5c2311a_Evoluted_Article%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Giorgio Cassella, Head of Marketing at Evoluted, on understanding your audience before plotting tactical approaches.</figcaption> </figure> <p class="gn-reveal">Only once armed with this macro understanding of their marketing mix should they plot out tactical approaches.</p> <p class="gn-reveal">Seeking external support can help with this process, <strong>resulting in the development of properly integrated campaigns</strong>, using shared assets across relevant platforms and presenting a "unified front" with their brand's creative, guiding customers to the desired action." – <strong>Giorgio Cassella</strong></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/where-to-get-started-with-a-branding-and-design-project" class="gn-related__link"> <span class="gn-related__category">Network</span> <span class="gn-related__title">Where To Get Started With A Branding And Design Project By Relative Marketing</span> <span class="gn-related__excerpt">Relative Marketing breaks down the key elements of brand identity, from colour palette to tone of voice, and how to stay consistent across e</span> </a> </li> <li class="gn-related__item"> <a href="/articles/purpose-driven-marketing---the-fundamentals-for-success" class="gn-related__link"> <span class="gn-related__category">Network</span> <span class="gn-related__title">Member Opinin: Purpose-Driven Marketing - The Fundamentals for Success</span> <span class="gn-related__excerpt">Agency leaders reveal the pitfalls, alignment gaps, and five key questions to answer before launching any purpose-driven campaign.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/livin-the-agency-life-tips-on-how-to-start-out-in-the-digital-marketing-world-by-flaunt-digital" class="gn-related__link"> <span class="gn-related__category">Network</span> <span class="gn-related__title">Livin&#39; The Agency Life: Tips On How To Start Out In The Digital Marketing World By Flaunt Digital</span> <span class="gn-related__excerpt">Flaunt Digital&#39;s Laura shares her real agency journey, the accounts to follow, roles to seek out, and the tips that fast-track your first di</span> </a> </li> <li class="gn-related__item"> <a href="/articles/member-blog-digital-marketing-trends-us-brands-cant-ignore-in-2026" class="gn-related__link"> <span class="gn-related__category">Network</span> <span class="gn-related__title">Member Blog: Digital Marketing Trends U.S. Brands Can’t Ignore in 2026</span> <span class="gn-related__excerpt">AI as foundation, search presence over SEO, shoppable video, and social commerce: the four shifts reshaping U.S. digital strategy your clien</span> </a> </li> </ul> </aside>