Multi-channel campaigns are the most effective

Multi-channel campaigns that focus on a central brand theme deliver the best return on investment, according to a new report published by the IPA.

Picture from a recent Hovis campaign

In its “New models of marketing effectiveness. From integration to orchestration” report, the IPA looked to identify what works in terms of integration and why.

Kate Cox, head of integration and orchestration at MPG Media Contacts and co-author of the report says the analysis aims to “put a stake in the ground” for the industry by defining ways of integrating marketing activity and assessing their effectiveness.

The body says it is the first time the impact of new communication channels on effectiveness has been measured.

The IPA used a range of “hard” and “soft” business measures to analyse more than 250 case studies from bands including Hovis (pictured), O2, Virgin Atlantic and HSBC, over the past seven years.

Hard measures include sales and market share gain, customer retention and acquisition and profit gain. Soft measures include brand awareness, loyalty, and trust.

The report found that:

– Multi-channel campaigns are more effective than single channels and that three is the most effective number of channels to increase ROI

– Developing a brand persona, such as Felix for Felix cat food, is an extremely effective integration device

– TV remains the most effective media to drive both ROI and brand awareness

– Participation-led activity underperforms against harder measures, but is effective in cementing loyalty

– Advertising paired with direct marketing or sales promotion, is the best way to boost sales and profit

The report also identified four distinct models of integration designed to help brands and agencies create and organise integrated marketing campaigns and make better use of the ever expanding number of media channels available, but challenges that integration is always best (see below).

The four integration models identified by the IPA are:

No integration – single channel or campaigns using a number of channels but not integrating across them.

Advertising-led integration – channels unified around a common creative idea.

Brand idea-led orchestration – unified around a shared brand concept or needstate platform, often built around core brand values of the organisation.

Participation led orchestration – goal is to create a common dialogue or conversation. This has emerged in latter years driven by digital media.

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