Integrated Marketing (IM): A New Perspective

Integrated marketing has become a must-have condition for the success of organizations, especially large corporations. The limitations of one-dimensional marketing in terms of reach and visibility coupled with the fierce competition seen in most industries have made integrated marketing a logical alternative.

Integrated marketing is an overall approach that brings all individual marketing efforts on every channel together to create a greater impact.

What is Integrated Marketing?

Companies use multiple ads on several channels to get their message to their clients. However, fragmented marketing efforts regardless of their repetition will yield lackluster results. Integrated Marketing helps firms to send coordinated and consistent messages across multiple channels to attain specific goals.

Integrated marketing (also referred to as Integrated Marketing Communication (IMC)) is an approach employed by organizations to brand and coordinates their communication efforts (Cornelissen, 2004). The American Association of Advertising Agencies defines IMC as “a comprehensive plan that evaluates the strategic roles of a spread of communication disciplines and combines these disciplines to produce clarity, consistency, and maximum communication impact.”

The main aim of IM is to create a consistent message, seamless interaction of multiple channels, and reinforce the brand’s image and products. This helps consumers to easily recognize the brand and differentiate the firm from its competitors.

Why do we need integrated marketing?

Integrated Marketing helps firms make impactful and target marketing that creates a competitive advantage, increases sales, and boosts profits. On the other hand, it helps firms save money, time, and other resources by eliminating the miscommunication, inconsistency, and complexities present during marketing campaigns on multiple channels.

Another crucial importance is that IM helps customers progress through the various stage of the buying process. The clarity, consistency, and customer-centered communication found in IM will enable firms to attract new customers and turn them into buying clients.

A study conducted in 2018 by Gartner shows that an integrated marketing campaign with 4 or more digital channels has a 300% increase in performance compared to a dual-channel campaign.

Success Story

Taco Bell is one of the largest America-based restaurant chains. It is one of the brands that fall under the Yum! Brands portfolio along with KFC and Pizza Hut. It had an incredible growth for many decades and developed a strong brand.

However, the recession put the firm in a marketing slump and they needed to change things up. Taco Bell marketing department adopted an integrated marketing and launched their marketing campaign with the slogan, ‘Live Más’ (más is Spanish for ‘more’), directed at cross-cultural consumers to make the brand attractive to a wider market. 

Taco Bell integrated ads on social media, television, influencer marketing, and advertisements at high profile events to amplify their message and have greater impact on their consumers.

They supported these efforts with Taco Bell Live Mas Scholarship that supports innovators, creators, and dreamers to resonate with the idea of making a difference in the world. The marketing campaign became so successful they are named marketer of the year in 2013, by Ad Age.

A New Perspective

Integrated marketing should not be limited to ensuring consistency of message over multiple marketing channels. Integrated marketing has been evolving since its inception a few decades ago. 

Here at S.E.E.D, we believe integrated marketing is the integration of not just multiple channels but multiple marketing approaches under a unified message and objectives aligned with the firm’s vision and brand. 

A Simple Demonstration

Let’s integrate three marketing approaches namely advocacy marketing (Stakeholder Marketing), content marketing, and data-driven marketing

Advocacy marketing will focus on enabling stakeholders to market the firm’s product and service to their existing networks. This will drive more visitors to the firm’s website and social media pages. 

Using content marketing you can create content that enhances visitors’ engagement and website marketing to retain the visitor and convert the leads. Finally, use Data-driven marketing to analyze the traffic on your website and social media page and analyze the strength and weaknesses of the marketing campaign. 

In this case, IM is comprised of three unique marketing approaches working seamlessly to enable the firm to attract new customers, create engagement, and turn them into paying customers. 

Our Services

Here at S.E.E.D, we provide content marketing as part of the Integrated marketing package.

Our service includes:

  • Develop consistent content for stakeholders to share
  • Make content accessible and relevant to the advocates
  • Enable stakeholders to share messages using our Dynamic QR codes
  • Measure the effectiveness of advocacy programs using our tracking program
  • Ensure the content and design of the message follows the company’s brand and values
  • Drive employee-generated content
  • Build quizzes and competitions to gamify the advocacy program and motivate advocates

References

Cornelissen, J. (2004). Corporate Communications Theory and Practice. SAGE Publications

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