Integrated Marketing is weaving together multiple marketing disciplines and channels with a common thread of developmental strategies. This is getting your company’s voice out there, it provides consistency across all channels, maximizing the impact of the advertising campaign.
A study done by Adobe and Econsultancy reported that twelve percent of businesses take an integrated approach to all of their marketing activities. The study examines data, analytics, technology and skills in the context of integrated marketing. Results were positive and negative, looking at it from the perspective that Integrated Marketing is important. It is encouraging that a fifth of businesses stated their company is integrated across most channels, though five percent say none of their marketing activities are integrated. Eighty two percent of businesses have an email service provider and seventy eight percent utilize web/mobile analytics software. The importance of email and mobile device advertising communication is clear, though many digital marketing technologies, such as Attribution Management are hardly being utilized. The survey also accounted for the future. Many companies plan to increase their Integrated Marketing within the next eighteen months, proving that most are recognizing the value of deploying such an all-encompassing strategy.
Benefits of Integrated Marketing may take time to see, but it provides a clear brand message across all fronts, allowing customer’s to keep your image in mind. Unifying the messages being sent across all channels helps remember brands and reinforce the message or idea your company is offering. Each channel can boast its intrinsic strengths and achieve a greater and more impacting result. Imagine how much better it is to just advertise in two channels, as opposed to one. Already, you’ve doubled the advertising’s output. Now apply that methodology to the array of options scoping the advertising world today.