Local Marketing Challenge #15: Campaign Integration.

Today’s Marketing Managers don’t have it easy.


The requirement for campaigns to be seen far and wide means advertising must be produced for an ever-increasing list of channels. Gone are the days where a campaign consisted of different sized press ads, OOH posters, a radio spot, POS, and a few outside-the-box ideas relevant to your audience. All those solutions are still in the mix, but so is a whole www. of options, plus email, social, dynamic digital and addressable channels.

Throw into the mix the need for relevancy and getting the most from those digital options to enable better audience targeting, data-driven insight here, an A–B test there, localised variations and the all-important brand and campaign consistency, and you begin to appreciate the challenges of a modern marketer.

Consumers move seamlessly between platforms, but aligning messaging across social, email, paid ads, and offline channels whilst ensuring each touchpoint complements the others without too much repetition is an art.

Marketers may be forgiven for losing focus on either relevancy, channel suitability, or localisation, especially when adapting the key visual or core headline requires high level approval – it’s easier to run with what they’ve already got.

But success in today’s marketing world is underpinned by a perfectly integrated blend of creativity, strategy, agility, and collaboration.

If you recognise these marketing challenges and want to know how to meet them, register for We Are Acuity’s upcoming Webinar: How to Maximise Your Digital Reach.

In the webinar, our Local Marketing expertise will be joined by Be Addressable Director Nathan Rose to provide insights into how you can leverage data-driven strategies to deliver targeted, personalised campaigns across multiple channels, enhance your media performance and consumer engagement.