Where did Integrated Marketing Go Wrong?

By Roberto Orci

3 Steps for Modern Marketers to Increase Effectiveness of Integrated Campaigns

Integrated marketing makes a lot of sense because it focuses on having a consistent brand message across all media channels, all markets and all consumer segments so that the brand breaks through the noise and the budget is efficiently spent. Unfortunately, for the sake of efficiency you may be less EFFECTIVE overall unless you are incorporating cultural nuances relevant to multicultural segments in the creative content they are exposed to.

We now know how important this is. According to research conducted by the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), 60% of consumers feel under-represented or unseen in advertising. What’s worse is that 58% of consumers see stereotypical representation in advertising today. The good news is that AIMM sales attribution research among major brands shows that 66% of an ad’s sales performance is attributable to the cultural relevance of the ad. And this research was extensive, done among Hispanic, Black, Asian, LGBTQ and White consumers and People w/ Disabilities.

In fact, you can follow integrated marketing principles AND be effective at the same time. Read on.

Adobe Marketo Engage does a good job of describing the benefits of integrated marketing.

Consistent Narrative

The typical adult is exposed to more than 350 ads a day, but only about one-third of them attract even a few seconds of attention. Of those ads, very few will be remembered even a day later.

One way to ensure that your ads and other marketing resources make a lasting impression is to integrate them into a consistent narrative.

Improved Marketing Campaign Performance

Greater consistency within your brand’s narrative associated with integrated marketing leads to better overall campaign performance.

Consistent Customer Experience

It’s not just marketers who benefit from integrated marketing. Customers will also appreciate the consistency and predictability that come with a unified brand narrative. The added familiarity makes it easier for them to understand what you do and how you can help them.

Reduced Costs and Better Value

Generally speaking, integrating marketing can also reduce the costs of creating marketing content by allowing you to reuse the same content across different channels. But this is where efficiency can lead to LESS effectiveness. The following 3 steps will suggest a more nuanced approach to creating marketing content for some of your target segments.

I am a big believer in integrated marketing, but when the focus is exclusively on EFFICIENCY rather than EFFECTIVENESS you will miss out on important growth opportunities. I invite you to put effectiveness first, and efficiency will follow. Here’s how.

Step 1: Explore The Growth Opportunity of Relevant Segments Including Multicultural

Before you brief your creative team, start by using data to identify the growth opportunity of your brand’s potentially relevant consumer segments. This includes ensuring you have representative data to help you understand multicultural segments’ opportunities for your category and your brand.

Why multicultural? Because almost half of all Millennials and more than half of Gen Z are multicultural consumers, and they view the world and the marketplace through a different lens than does the traditional “general market.” Their view is affected by how their culture is represented. They expect to see positive role models, respect for their culture, unbiased representation and authenticity.

Step 2: Identify Cultural Insights For Each Target Segment To Guide Your

Creative Partners

You can maintain a consistent brand message across all segments, as long as you consider that the context and the triggers might be different for one segment or another. The path to purchase and media channel mix might also vary by segment.

Consider this example. Hispanic median age is 29 compared to 44 for Non Hispanic Whites.

Also, 48% of Hispanic households have children, compared to 28% of Non Hispanic households. And when it comes to digital dominance, Hispanics over index for ownership of computers, internet connected devices, smart TVs, smartphones and game consoles.

It stands to reason that their usage and attitudes towards any given category or brand might be different than the general population. This should lead you to a creative strategy that is consistent with your main message, but customized by segment for greatest impact.

Step 3: Create Content That Reflects The Cultural Nuances of Your Target

Segments

The typical mistakes in creating content for multicultural segments are these three:

• Using diverse casting without infusing the ad with cultural nuances.
• Just translating the creative in language without cultural nuances.
• Using generic general market creative in diverse segment media channels.

Challenge your creative team to create content that reflects nuanced insights for each of your key segments. Thanks to AIMM, we now have ongoing research that proves that culturally nuanced ads increase purchase intent 3 times versus ads not culturally nuanced. And that using those ads in relevant segment media channels adds an additional 10% lift in sales. Clearly, you can make your advertising work 3 times harder and increase your efficiency if your focus is EFFECTIVE advertising.

One final thought. Invest in bringing onboard multicultural experts to guide you. It will put your campaigns in hyperdrive.

About Roberto Orci

Roberto is a marketing and advertising executive who provides leadership and guidance to take companies to the next level. He is a recognized leader, having acquired the know-how, the tools and the experience turning around firms across numerous industries, segments and geographies. He can be reached at donrobertoorci@gmail