Three examples of integrated campaigns

Incorporating the 4Cs of integrating digital marketing into marketing campaigns Do you know the “4Cs” of integrated campaigns? When thinking about how to create a successful integrated marketing campaign, Pickton and Broderick’s 4 Cs explained in their book Integrated Marketing Communications can be a handy test. They outline the four key concerns that need to be addressed in order to give your campaign a chance of reaching its goals. The 4Cs are: Coherence – different communications are logically connected? Consistency – multiple messages support and reinforce, and are not contradictory? Continuity – communications are connected and consistent through time? Complementary – synergistic, or the sum of the parts is greater than the whole? In this post we take a look at three high-profile campaigns, and offer an insight into their results related to the 4Cs . 02: Be More Dog O2’s foray into 4G advertising asked us to be more dog . The overall message of the campaign


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