Integrated Marketing is the combination and alignment of the organisation or brand’s messaging, values and benefits through multiple channels that all work together to reinforce the business’s strategy and goals.
As the American Association of National Advertisers (ANA) put it, “It’s an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.”
Beyond simply advertising and attempting to attract customers to your brand, effective Integrated Marketing is about communicating your business’s value to specific audiences who you’d like to engage with.
The single transaction business model of years’ past is no longer viable or sustainable in today’s world of subscriptions and return business, which is why Integrated Marketing is even more important now than ever before. Without the right Integrated Marketing strategy, you risk disengaging with your current customers and neglecting new customers as they look for a brand to identify with and use continuously.