What is Integrated Marketing and Why Do Brands Need It?

Post by 
Emma Van Veluwen
Published 
November 30, 2019
T

he marketing sector is so full of jargon and new ideas that sometimes it can be tough to keep up with all the terminologies one hears. Most of those familiar with the industry have probably read about integrated marketing a time or two, but how many actually understand what it entails?

This post serves as a primer on just what integrated marketing is all about. It doesn't matter whether a business owner is managing a small brand or a booming empire-every company can stand to benefit from an integrated marketing approach.

Integrated marketing is a marketing tactic that's intended to create a seamless, unified consumer experience. When customers (current and potential) interact with a brand, integrated marketing makes the experience easier and more memorable.

It doesn't take a genius to sort out what integrated marketing is all about- it's in the name! Every aspect of a brand's marketing efforts is bundled and melded to create one giant consumer experience rather than numerous smaller ones. Marketing efforts that can be brought into this fold include (but are not limited to):

  • Sales promotions
  • Public relations
  • Direct marketing
  • Advertising
  • Social media

Those who practice integrated marketing recognise the value of comprehensive and overarching marketing and user experience tactics. Bringing together numerous methods, channels, and other means of marketing means that a brand can strengthen their presence and message while they market to consumers.

With so many consumers relying on their mobile phones to make purchases, integrating marketing in today's world focuses heavily on mobile optimisation and integration. Brands that rely on integrated marketing tactics to make sales, work aggressively to make their content accessible to mobile users.

The Benefits of Integrated Marketing

Greater brand visibility

Taking the opportunity to leverage every possible avenue for marketing is obviously going to result in some increased visibility for a brand. Catching consumers' attention is the first step in converting potential buyers into actual tangible sales. The more exposure a brand has through various marketing tactics, the better.

Not every potential customer is going to be in the position to see every given form of advertising. Branching out, expanding reach, and bringing some variety into the marketing fold allows a brand to reach audiences that it may never have been able to before.

Clear, consistent messaging

Brand knowledge won't do anybody much good if a business' audience can't understand what their brand is all about. With an integrated marketing strategy, brands make an active effort to effectively communicate a strong and compelling brand message in various ways.

Cohesive storytelling and a strong brand message are key to inciting customer interest and driving sales. Integrated marketing makes communicating these messages much more simple and effective. If a brand relies on integrated marketing, there won't be any confusion amongst its audience when they're asked what the brand is all about; the brand will have already had plenty of opportunities to communicate and solidify your message.

Easy on the bank account

There are numerous affordable marketing options that companies can take advantage of, but plenty of the more effective tactics require brand owners to cough up some dough. The way that an organization chooses to market through each individual channel will have some impact on how much it spends, but the practice of integrated marketing itself is totally free.

Brands can take advantage of free marketing opportunities through every avenue possible and put together a comprehensive, far-reaching campaign for no out-of-pocket cost. Integrating campaigns also means that organizations can allot less time, manpower, and money to creating new content for each platform they use to advertise. This integrated approach to marketing allows brands to introduce themselves to audiences and build a reliable customer base.

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