8 Common Mistakes in Integrated Marketing and How to Avoid Them

Not Having an Overarching Campaign Goal and Messaging

[{"selector":"#anim-2796aa01-6d6a-4089-ad07-c6bb11648d1f","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-59ece563-c9ce-4be9-92a7-a61664fe080a","keyframes":{"transform":["translate3d(-114.87342%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1765765f-a912-432b-863c-bb1e15d8ab51","keyframes":{"opacity":[0,1]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dbc13b90-2d42-4834-bb5a-8dff00fb83b7","keyframes":{"transform":["translate3d(114.01274%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-82e34110-730b-4a60-9847-42109fec8dc4","keyframes":{"opacity":[0,1]},"delay":1000,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-98bf1d08-57cb-46da-83e2-6a72d7d9e7ee","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Assuming Your Audience

[{"selector":"#anim-7ea0795d-0a67-4160-914e-7475a004ae2d","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-eb9ac5cd-808b-44d3-853f-4975fb48882f","keyframes":{"transform":["translate3d(-117.26385%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-76684b79-2975-4914-a486-35e322f35050","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-dd2c0bbf-d11f-4682-b102-a29e3313abd8","keyframes":{"transform":["translate3d(109.17432%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ea910ec1-f8da-427f-8c8e-c050a34162a0","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3f3c16fc-539a-4f7d-9916-8ff04aacc220","keyframes":{"transform":["scale(1)","scale(1.5)","scale(0.95)","scale(1)"],"offset":[0,0.33,0.66,1]},"delay":0,"duration":1450,"easing":"ease-in-out","fill":"both","iterations":1}]

Ignoring the Data You Collect

[{"selector":"#anim-dc7b4446-526c-4614-b37f-50ed2113fa26","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2b492b1d-8436-4910-bc6e-ee1948466e7c","keyframes":{"transform":["translate3d(-117.64707%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fc561504-7c7e-4d84-a5fa-966f2784180b","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fb8f4fa4-5fdc-43de-9495-d7f47abd0da3","keyframes":{"transform":["translate3d(109.78593%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-19e94528-9e44-4581-bf52-ff3fd1ac770d","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ed5b6da6-ef6f-4383-9bec-5d313cf03bd9","keyframes":{"transform":["scale(1)","scale(1.5)","scale(0.95)","scale(1)"],"offset":[0,0.33,0.66,1]},"delay":0,"duration":1450,"easing":"ease-in-out","fill":"both","iterations":1}]

Not Using Results

[{"selector":"#anim-a3978574-7c51-432c-a116-e041be96cc58","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-25e2b79c-1dc6-4f41-937a-fe172ea8ac65","keyframes":{"transform":["translate3d(-117.64707%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-297b7efb-3ce4-4ab3-8180-c374e3461b3e","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2bd7b50b-9463-421a-8a8f-32d7bf4f1c8f","keyframes":{"transform":["translate3d(111.31498%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a24bb674-7ddd-4a77-8b27-02a711d7b100","keyframes":{"opacity":[0,1]},"delay":1000,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2ac390f5-8119-4c2f-ac2a-e4dee98b4fbd","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Promises

[{"selector":"#anim-4bfe5805-c9b5-41df-8f76-583ba26316b8","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-536cca7e-105c-43ed-86f1-9fa55aec471c","keyframes":{"transform":["translate3d(-120.91503%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8ba88847-7ff8-4812-a8b4-69b67faee9e9","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-38beaaae-17df-45e3-831f-8532a82c2241","keyframes":{"transform":["translate3d(109.78593%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-506ec266-b133-450d-bc5f-5af749b6a052","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8ece648c-a321-4059-970d-4f21855cbe43","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-35c82894-15f5-46f1-9395-b1853a1857ed","keyframes":{"transform":["translate3d(-115.00001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Making it Easy

[{"selector":"#anim-5b2b82b3-0925-41bd-96ff-5ea1ed8b2932","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ab5f03c2-3b09-454c-b54f-375e639486ef","keyframes":{"transform":["translate3d(-117.64707%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b4ad4006-416d-4e12-b4ed-ec9dd85f0e7f","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-eeabeb8b-baa1-4dd6-a7e9-3ca2ffe5bd0d","keyframes":{"transform":["translate3d(110.39756%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e97fcf31-0593-4d41-93ab-ef3295dfe1c0","keyframes":{"opacity":[0,1]},"delay":1000,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0043f6f0-3a93-4b7b-8477-e84a2f37a159","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Communication

[{"selector":"#anim-1f1ca976-197c-4887-8a57-ec0546deb121","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ae735892-0249-4294-97ff-9df8abb6f3de","keyframes":{"transform":["translate3d(-117.26385%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0d9a15e2-123c-4638-b285-8a7181f16631","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8258abde-280e-4808-9dcc-4834c63460e4","keyframes":{"transform":["translate3d(110.39756%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8b9d54b4-128a-4b3f-88f3-d11d17ba904c","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2acd4a9c-96e1-4d59-90b2-af153893f455","keyframes":{"transform":["scale(1)","scale(1.5)","scale(0.95)","scale(1)"],"offset":[0,0.33,0.66,1]},"delay":0,"duration":1450,"easing":"ease-in-out","fill":"both","iterations":1}]

Lacking

[{"selector":"#anim-667a9767-1e87-4e54-beba-be9b2199efaa","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-04e5001b-c624-45d1-91bc-7e618c063367","keyframes":{"transform":["translate3d(-117.64707%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4853708d-d682-4d24-9a42-97a1f7f4a47b","keyframes":{"opacity":[0,1]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c84d5427-58fb-4ad3-aba5-6363acf024ef","keyframes":{"transform":["translate3d(109.78593%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c010beae-cd06-462f-871e-84eb0ea1f4c2","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b7c94710-e1cb-4190-8393-b749f1976160","keyframes":{"transform":["scale(1)","scale(1.5)","scale(0.95)","scale(1)"],"offset":[0,0.33,0.66,1]},"delay":0,"duration":1450,"easing":"ease-in-out","fill":"both","iterations":1}]

MORE STORY

[{"selector":"#anim-ee8c2042-e3e6-4dff-8cf2-ca7522ae98f5","keyframes":{"transform":["translate3d(41.39942%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c706260e-0bc6-45e7-9b77-9624870ee09a","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5efacd7b-d6d9-41bb-ab71-eedb3bafd658","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-b24b5e0a-06ba-45d1-8af0-cec29b3fde90","keyframes":[{"offset":0,"transform":"rotate(-336deg) translate3d(0, -362.42896%, 0) rotate(336deg)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.29,"transform":"rotate(-336deg) translate3d(0, 0%, 0) rotate(336deg)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.45,"transform":"rotate(-336deg) translate3d(0, -101.91502355200001%, 0) rotate(336deg)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.61,"transform":"rotate(-336deg) translate3d(0, 0%, 0) rotate(336deg)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.71,"transform":"rotate(-336deg) translate3d(0, -34.648208576%, 0) rotate(336deg)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.8,"transform":"rotate(-336deg) translate3d(0, 0%, 0) rotate(336deg)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.85,"transform":"rotate(-336deg) translate3d(0, -13.011199664000001%, 0) rotate(336deg)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":0.92,"transform":"rotate(-336deg) translate3d(0, 0%, 0) rotate(336deg)","easing":"cubic-bezier(0, 0, .5, 1)"},{"offset":0.96,"transform":"rotate(-336deg) translate3d(0, -5.653891776%, 0) rotate(336deg)","easing":"cubic-bezier(.5, 0, 1, 1)"},{"offset":1,"transform":"rotate(-336deg) translate3d(0, 0%, 0) rotate(336deg)","easing":"cubic-bezier(0, 0, .5, 1)"}],"delay":0,"duration":1600,"fill":"both"}] [{"selector":"#anim-a64ab967-e91e-42e8-b0da-110117b080de","keyframes":{"transform":["translate3d(-26.55087%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7cc78809-edd8-4801-b3db-058ad3dd953c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3ae78a8c-b632-4433-8758-d700aa3c9302","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-7c76ba1c-ed1c-42f4-85e5-7c8ecaee3dab","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f2238984-fcd7-4058-b1ae-97de792b6afe","keyframes":{"transform":["translate3d(-111.69231%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f1481359-f26b-4cfb-9ba0-20ad7b0bb3f9","keyframes":{"opacity":[0,1]},"delay":500,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7eb1b23c-5371-4ad5-a157-4310c91e1cd5","keyframes":{"transform":["translate3d(-133.62069%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a6c72e04-9b32-45fb-b622-cbfb47ac3532","keyframes":{"opacity":[0,1]},"delay":1000,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-54e77c2f-361e-4b2e-b6ba-13b66c761d8c","keyframes":{"transform":["translate3d(194.73688%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1000,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-132f8007-13b6-480c-a9ae-a51dc9374a17","keyframes":{"opacity":[0,1]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-202ed24b-f6fa-4464-9b2c-5f26621aca8e","keyframes":{"transform":["translate3d(-132.23141%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":6000,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-453b2220-4b8f-4d23-90e0-3c85fa363cd5","keyframes":{"opacity":[0,1]},"delay":2000,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3c8ce63f-6b65-4d0e-aab2-7dac5b019476","keyframes":{"transform":["translate3d(192.30768%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":2000,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a067b5ba-57fa-4ce8-94e2-92b3c230bf57","keyframes":{"opacity":[0,1]},"delay":2500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-af44b042-7174-48f2-a432-a1578a6a3dcd","keyframes":{"transform":["translate3d(0px, 209.49484%, 0)","translate3d(0px, 0px, 0)"]},"delay":2500,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Lined Circle

8 Common Mistakes in Integrated Marketing and How to Avoid Them

There are various ways to monetize.

Not Having an Overarching Campaign Goal and Messaging

The enemy of integrated marketing is disconnected marketing.

Assuming Your Audience

Assuming Your Audience Only Wants to Engage on One Channel

Ignoring the Data You Collect

Successful integrated marketing efforts often rest on lessons learned from previous campaigns.

Not Using Results

Not Using Results on One Platform to Enrich Others

Promises

Making Promises You Can't Deliver On

Making it Easy

Not Making it Easy for Other Teams to See the Big Picture

Communication

Poor Communication Between Channel Owners

Lacking

Lacking a Clear View of Performance

MORE STORY