Puzzle integration with internet securityIt’s funny to think that there was once a time when TV, newspaper, and radio ads were the most powerful forms of marketing. Today, there are so many more options out there to help brands build relationships and grow sales. Put simply, we’ve advanced. I find it odd that some companies choose to invest in only one particular tactic like, say, online banner ads and expect to see results. Don’t get me wrong; PPC can be a great form of marketing, but you aren’t going to move the needle with just one effort. It’s just not possible. Instead, you need many things working together towards a common goal. The lines are blurring amongst marketing disciplines and this integrated approach is key to reaching audiences efficiently and influencing their buying decisions. There are many tactics that a company can and should be taking advantage of. A strategy should be put in place first to organize a plan and determine which efforts are most likely to help meet objectives. Throughout this development process, consider all the tactics available, especially less popular ones that might require some extra work or creativity but could be a perfect fit for your brand. Keep in mind that integrating your tactics together with an aligned theme and messaging has added value. Here’s the list of 99 different tactics that marketing communication professionals can utilize in their efforts:

  1. A/B testing
  2. Advergames (branded games)
  3. Affinity marketing
  4. App store optimization
  5. Associations and memberships
  6. Awards
  7. Billboard ads
  8. Blogger outreach
  9. Brand development
  10. Broadcast or TV ads
  11. Buyer personas
  12. Case studies
  13. Cause marketing
  14. Chalk art
  15. Co-ops
  16. Community goodwill, donations, or volunteering
  17. Consumer data/feedback collection
  18. Content marketing
  19. Contests
  20. Contributed posts
  21. Couponing
  22. Crisis communication
  23. Custom voicemails
  24. Digital billboards
  25. Direct mail
  27. Drip marketing
  28. E-books
  29. E-commerce
  30. Editorials
  31. Email marketing
  32. Employee videos
  33. Flyers
  34. Free trials and sampling
  35. Gamification
  36. Giveaways
  37. Guerrilla marketing
  38. Hand written notes (thank you’s, birthday, holiday, etc) to customers/prospects
  39. Hosted events
  40. How-to videos
  41. In-game ads
  42. Industry events and conferences
  43. Internal or external trainings
  44. Lead generation and lead nurturing
  45. Linking
  46. Live chat and enhanced customer service
  47. Local optimization
  48. Market research
  49. Media relations and PR
  50. Mini-sites and landing pages
  51. Mobile app development
  52. Mobile marketing and SMS
  53. Motion or animated videos
  54. Movie theater ads
  55. Newsletters
  56. On-site blogging
  57. Outdoor street ads
  58. Packaging designs
  59. Paid posts from social media stars
  60. Personalized products
  61. Point of purchase signage
  62. Point of sale literature
  63. Pop ups or pop unders
  64. PowerPoint presentations
  65. PPC ads
  66. Press releases
  67. Print ads
  68. Product or employee photos
  69. Product placement
  70. PSAs or video PSAs
  71. Publicity stunts
  72. Radio ads
  73. Referral program
  74. Remarketing
  75. Reporting and analysis
  76. Reputation management
  77. Reviews
  78. Reward or loyalty programs
  79. Sales promotions and discounts
  80. Sales sheets and white papers
  81. Search engine optimization (SEO)
  82. Social media listening and monitoring
  83. Social media marketing
  84. Speaking opportunities
  85. Spokesperson and media training
  86. Sponsorships
  87. Street teams
  88. Team building outings
  89. Telemarketing and cold calling
  90. Testimonials
  91. Tracking and measurement
  92. Tradeshows
  93.  Tutorials and demos
  94. User testing
  95. Viral marketing
  96. Vlogging
  97. Webinars and podcasts
  98. Webisodes and branded shows
  99. Websites

When choosing tactics, it’s important to consider your audience’s media consumption habits, your budget, as well as your team’s time and talent. Remember that it most often takes seven touchpoints to win over a customer. Be conscious of the tactics you are selecting and where you are interacting with those prospects within the buying process. Don’t bite off more than you can chew. It’s better to thoroughly execute a few rather than having too many on your plate and falling short. Ask questions like, what has worked in the past? What hasn’t? What are your competitors doing? What can you do differently? What does your research show would be most cost effective? Where can you afford to take a risk? Can your messaging and creative be applied to all tactics?

One of my favorite integrated campaigns from the past year is from Chipotle. It’s done a fantastic job at tying together many tactics, which all revolve around their main messaging of healthier, fresher foods. Maybe you’ve seen the animated TV ads or custom-branded streamed show, “Farmed and Dangerous?” Have you played its mobile game, The Scarecrow? Those more edgy tactics were backed up traditional PR, SM, and SEO. It worked. Really well.

Another great integrated campaign was Dove’s Real Beauty. The messaging focused on anti-Photoshop, anti-fake perceptions of women’s appearances. That confidence and self-esteem mattered more than society’s view of what is beautiful. It began with market research. Dove then launched a cause marketing campaign to help influence the young generation with help from the Boys & Girls Club of America, as well as the Girl Scouts of the USA. It utilized viral marketing with a good deal of attention given to its “Real Beauty Sketches” YouTube video, housed on a branded mini-site. Don’t forget about the ever-present TV and print ads.

You don’t have to be a large corporation to mimic both Chipotle and Dove’s successes. Plan your tactics well and take time to get creative with each one. Spend time planning. Spend time executing. Spend time evaluating. Next, use that information to determine the best tactics. Learn from your findings and adapt your plan moving forward. Don’t be afraid to try something out of your comfort zone if it makes sense for your brand. The most successful campaigns refuse to play it safe. And most importantly…integrate.

Did I miss any tactics in the list? Make sure to comment below so professionals can learn of all of their available options!