What does integrated marketing mean

The power of integrated marketing is unmatched. Here are a few reasons why :. Success depends on how well you connect with your audience and how well you adapt your message for each marketing platform. So, how do you begin building a successful integrated marketing campaign? How do you keep things consistent while also preventing your customers from getting bored?

Here are a few ways to kickstart your integrated marketing strategy:. As previously mentioned, a memorable integrated marketing campaign goes far beyond using the same tagline or color palette across every marketing channel.

It should construct a coherent look and story that ties back to your brand values. So, stop calling me! Instead of relying on individual marketing efforts, an integrated approach simultaneously makes the best use of the multiple channels available to modern businesses. By integrating tools such as advertising, social media, and sales promotion, you provide clarity, consistency, and maximum communications impact.

Gavin is Senior Director for International Marketing. Try AdRoll Free. AdRoll Why AdRoll? D2C Brands Marketing Strategy omnichannel marketing. Great integrated marketing campaigns combine TV, YouTube, Twitter, and in-store displays to create a memorable, immersive experience for consumers. This technique is known as multichannel marketing. It uses storytelling, characters, and branding to drive customer engagement.

Positioning your advertisements in different channels can help you get the awareness you need to drive sales. Most customers prefer to wait until they have more information about a product before making a purchase. Integrated marketing provides consumers with a large volume of information through a diverse range of sources, which can make all the difference when it comes to making sales and locking in loyal customers.

Consumers are bombarded by ads—and as a result, they are learning how to tune them out. This is doubly true for younger consumers. Studies show that millennials dislike traditional marketing.

But millennials say that they do trust influencers on YouTube and on social media. The trend towards highly- personalized advertising fits perfectly within the integrated marketing approach. You can now reach your audience on the platforms that they use and value the most. Because consumers are exposed to so many ads, most people forget branded content after just 3 days.

The campaign centered around the Coke bottles themselves. Coca-Cola swapped out its iconic logo on the ounce bottle, replacing it with popular names. The campaign hashtag, shareacoke , went viral. Coca-Cola also picked up about 25 million new Facebook followers. Apple is consistently ranked as one of the top brands in the world. The company has mastered brand integration to such an extent that even their physical locations—Apple stores—are immediately identifiable and designed similarly to their products and website.

Apple aims to create a consistent user experience for consumers at every single stage of their journey. This consistency builds up identification and brand loyalty. Eventually, consumers started to tweet at Old Spice Man, who responded directly to their questions and comments. His responses—always filmed from the same shower set—drove more and more consumer engagement.

Not all integrated marketing campaigns are fruitful. Even highly successful companies sometimes run campaigns that miss the mark. Here are a few examples of integrated marketing campaigns that have backfired in recent years—and what you can learn from their mistakes.

Walkers is a British snack maker whose potato chips are popular throughout the UK. In , Walkers created a social media campaign called the Walkers Wave.

The company asked consumers to post selfies, using the hashtag walkerswave, as part of a competition. The marketing messages you deliver in each channel should build upon each other, and should progressively educate your audience as they continue to interact with your brand.

The story could be about the history of your brand. It could be oriented around customer success stories. It could be a fictional narrative built around a brand mascot.

Whatever the approach, the goal should be to convey a narrative that customers want to keep following and learn more about as they engage and re-engage across different channels. CenturyLink, a global provider of telecommunication services, markets through a broad number of channels. It must meet the needs of its business and individual customers while connecting marketing teams that are spread across eight different organizations. By centralizing data from multiple channels within a single hub, CenturyLink was able to maintain a consistent message while executing broad, multi-touch campaigns.

PFL, a provider of print sales-enablement services, faced a significant challenge as it sought to optimize its marketing strategy: a siloed marketing architecture. Previously, the company had a different marketing strategy for each channel, which made it difficult to deliver a consistent narrative. With the help of a marketing automation solution, PFL was able to break down those silos and replace them with an integrated marketing operation.

Now the company achieves marketing consistency across social media, email, web, direct mailing, and other marketing channels. As you can see from these real-world examples, developing an effective integrated marketing strategy is well within reach if you use the right technology.

With Marketo Engage , a comprehensive marketing automation solution, you can streamline your integrated marketing strategy and scale it to function across as many channels as you need to support. Marketo makes it easy to centralize marketing analytics, manage profiles for multiple lead types, and deploy marketing content across multiple channels quickly and automatically.

To see for yourself how Marketo can enable integrated marketing for your brand, take an interactive tour today. What is Integrated Marketing? Why Use Integrated Marketing? Consistent narrative The typical adult is exposed to more than ads a day , but only about one-third of them attract even a few seconds of attention.

Reduced costs and better value Integrating your marketing channels can also reduce the costs of creating marketing content by allowing you to reuse the same content across different channels. Guidelines to creating an Integrated Marketing Strategy. Combine your marketing channels Marketing channels can be integrated in multiple ways. In general, here are some key data points to focus on: Exposure.

How many prospects are exposed to marketing resources in each channel? How many prospects actively engage with resources in each channel? Repeat engagement. How often does the same prospect re-engage with a resource after viewing it initially?