What is Integrated Marketing?

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Marketing has changed a ton over the past several years.

Businesses and their marketing partners used to plan separate campaigns for advertising, PR, sales promotions and direct marketing. Then along came the internet – and with it, a dramatic shift in consumer behavior and expectations.

Today’s customers are more demanding. Impatient. And vocal about their experiences with your business. To remain competitive, you need a comprehensive array of tools and channels, working seamlessly together, to deliver a consistent message – and consistently excellent customer experiences.

Which brings us to the point of today’s post:

What IS integrated marketing?

As you can probably gather from the name, integrated marketing combines a wide range of digital and traditional marketing tools (e.g., SEO, social media. direct marketing, content marketing, advertising, PPC) to reinforce one another and improve overall effectiveness.

An integrated approach ensures that all parts of your marketing engine:

  • Deliver a consistent message
  • Ensure a seamless experience for customers
  • Work in concert to increase overall effectiveness and ROI

And, why is integrated marketing important for your business?

  • 1+1=3.
    With an integrated approach, the whole is greater than the sum of its parts. Integrated marketing uses cross-channel strategies to ensure the most effective communication with your audience. It combines the power of traditional advertising and PR with the use of new, yet powerful, online communication tools to reinforce your message and increase its overall impact.
  • It improves consistency.
    An integrated campaign delivers the same fundamental marketing message using a variety of tools. Repeating similar messages and using similar visual elements across communication channels allows you to more effectively build your brand.
  • It puts customers first.
    Today’s consumers get their information from a dizzying array of sources. An integrated approach ensures your marketing message reaches customers where and when they want it.
  • It’s efficient and cost-effective.
    Technology is blurring the lines between traditional and digital marketing, and integrated marketing capitalizes on this convergence. For example, a TV ad can be published across a variety of video platforms (e.g., on your YouTube channel, on your company website, embedded in a blog post) to boost exposure and increase the ROI of video production costs. Similarly, traditional forms of advertising can direct consumers to your online resources or digital campaigns. Integrated marketing ensures that all the parts of your engine work together to maximize reach, consistency and overall effectiveness.

BARQAR: Buffalo’s integrated marketing experts.

If your business needs a comprehensive marketing solution to build your brand, drive sales leads and protect your reputation, give the integrated marketing experts at BARQAR (bark-er) a call.

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