Successful marketers know that integration is key to making ad campaigns work—in good times and in bad. But in a down economy, integration becomes even more important, as increased scrutiny is placed on marketing dollars and where they are spent.
Integration has become more than just executing an ad campaign with TV, print and other media components. It means the client and agency must work together closely on the entire marketing communications strategy, from brand positioning to post-campaign research. Integration extends into global operations as well, as multinational companies create messages with consistent and relevant content in markets around the world.
To showcase successful integrated work, BtoB considered dozens of campaigns nominated by staff, agencies and marketers. The four campaigns profiled here represent outstanding examples of integrated campaigns that target their audiences with relevant content in innovative ways and that show positive results.
IBM Corp. launched an aggressive marketing effort around its new vision for “E-business on demand.” Microsoft Corp. honed its enterprise strategy with a new campaign under the “Agility” tagline for its .NET connected software. AK Steel crafted a campaign that included building a concept home to demonstrate a new steel product to audience segments as diverse as industrial specifiers and industry CEOs. And Emerson Climate Technologies launched a campaign that focused on building relationships with a highly targeted group of heating, ventilation and air-conditioning contractors.