Updated September 18th, 2021
As a phrase and buzzword, integrated marketing isn’ big t new.
Yet that doesn’ t suggest it’ s not as important since ever.
The particular growing number of touchpoints in the customer experience journey implies that all marketing campaigns have to be integrated marketing promotions .
But it has reached critical significance now due to compounding business challenges, alongside advancements within marketing technology that have made it easier to break down organizational silos.
The proliferation of marketing channels offers led to consumers being bombarded with messages and content — standing out in a sea of content requires strong strategy and consistent messaging across the user trip.
What is Integrated Marketing?
Integrated marketing is the process of providing a consistent and relevant brand experience to your target audience across all marketing channels.
It is often used interchangeably along with IMC (integrated marketing communications), 360-degree campaigns, and omnichannel marketing — although there’ s some nuance involving the terms.
Often , successful integrated marketing promotions encompass channels and strategies such as:
- Content marketing
- Social media marketing (LinkedIn, Tweets, Facebook, YouTube, Quora, Reddit, etc . )
- Public Relations
- Situation studies
- Digital media
- Influencer marketing
- Paid Lookup
- Press releases
- Direct marketing
Taking an integrated advertising approach to binding these different channels together maximizes a brand’ s chances to achieve your goals and recall.
More channels means better brand awareness.
Which leads to increased share of mind.
Which ultimately leads to buys.
Which results in brand loyalty.
The result? A consistent, customer-centric encounter that delivers results for your brand.
Exactly why is an Integrated Marketing Strategy Effective?
Let’ s say a customer is interested in buying a new bike.
Unless they have a close pal who’ s a period guru, they’ re likely going to start by hitting up a search engine and entering a basic search. The research process has begun.
Out of all the paths this future bicyclist will encounter, the buy cycle (sorry) is, by far, the most treacherous.
They’ re going to come across all types of online properties like:
- Company websites
- Review sites
- Social profiles
And now that they’ ve visited all of these pages, they’ re going to see retargeted ads.
Because of this , it’ s so important to have integrated marketing strategy in place.
Whichever bicycle the customer chooses, it’ s most likely they’ ll interact with that will brand nearly twelve times across several marketing and advertising channels before making a purchase.
So , not only does integrated online marketing strategy lead to conversions, it also materializes ROI in three methods:
- Increases marketing-influenced revenue and boosts performance on KPIs .
- Develops equity with consistent, governed brand messaging across all touchpoints.
- Improves functional efficiency and team agility, reducing waste from duplication and lack of central presence.
Exactly what are Some Integrated Marketing Statistics that Prove its Value?
If you need to build a business case for creating an integrated marketing team, here is some valuable research:
Change administration is needed at marketing businesses.
- Just 14% of businesses rate themselves as “ advanced” in operations (SiriusDecisions “ State of B2B Content Study” )
- Almost half (45%) of marketers feel they will lack the necessary talent, technologies, and processes to master omnichannel brand marketing ( CMO Council )
- Only 1% of marketers believe these are delivering a consistent, personalized and contextually relevant experience across traditional and digital channels ( CMO Authorities )
- In a study of 1, 000 marketing experts worldwide by Rakuten Marketing , respondents estimated they waste an average of 26% of their budgets for marketing and advertising campaigns on ineffective channels and strategies
There’ s i9000 a strong business case intended for improving cross-functional team cooperation.
- The Project Management Institute found that ineffective communication contributes to one-third of project failures
- There may be as much as a 19% value improvement from fixing incorporation and collaboration frictions among agencies and teams ( R3 )
Breaking down technology silos improves the customer experience.
- Marketers that are classified as “integrators”—those who may have united data and creativity—grow their revenues at two times the average rate of S& P 500 companies: a minimum of 10 percent annually versus 5 percent ( McKinsey )
- “Leading marketers” (business leaders that significantly exceeded their best business goals in 2016) indicate that “ support from the top and a crystal clear data and analytics strategy” have been critical to their success ( Econsultancy and Google study )
Integrated marketing drives better-performing campaigns.
- Marketers integrating many channels are more than two times as likely to report higher marketing effectiveness vs those making use of fewer channels and less integration (Heinz/PFL 2018 Multichannel Marketing Effectiveness Report)
- Entrepreneurs at companies with more than $200M annual revenue documented nearly a 3X higher effectiveness of their multichannel marketing efforts vs those with non-integrated strategies (Heinz/PFL 2018 Multichannel Marketing Effectiveness Report)
- Omnichannel buyers who buy both in-store and online have a 30% higher lifetime value than patients who shop using only one particular channel ( 2015 study by IDC )
What Does an Integrated Marketing Communications Group Look Like?
You have to build an integrated marketing team before your brand name can deliver a truly included customer experience.
Many marketing teams are structured around specific channels, rather than having a more agile approach plus emphasizing the holistic consumer experience.
The rise of “digital marketing” fragmented not only the agency landscape but the marketing function.
Back in the day, we had a television and also a newspaper, then we moved into the digital era which usually saw us split teams between digital and out-of-home channels. Mobile was divided out (at least briefly) at many organizations and paid social media responsibilities usually rest with yet another team.
These contemporary (read: siloed) marketing teams are not set up for incorporated marketing success. There are so many circumstances where internal teams innately clash, including competition pertaining to budgets, attribution, ideas, plus glory.
There are a belief that a culture of healthy competition encourages creative ideas, but the “team of teams” model has repeatedly demonstrated that a culture of cooperation is more effective at producing creative results as well as sets a team up to get long-term success.
Integrated marketing organizations prioritize personalization and the customer encounter above internal competition plus one-way, one-size-fits-all customer communication. Building an integrated marketing business requires building a culture of collaboration.
Welcome developed the particular ADEPT framework for constructing an integrated marketing organization, and yes it can help you identify gaps inside your teams and strategies.
The five capabilities of ADEPT (alignment, style, execution, process, and technology) were developed from third-party analyst insights, over a 10 years of fieldwork with clients, and our in-house group of marketing experts.
- Positioning: Internal alignment is essential to success because integrated marketing requires breaking down silos and increased cross-functional cooperation. This goes beyond executive sponsorship; you need active participation with change management, budgetary support, and governance.
- Design: Examine your planning model. Are teams collaborating in order to prioritize key themes throughout different marketing disciplines? Can there be a shared calendar view of all activities that tie up into key campaigns? And is there a documented marketing and advertising taxonomy and a shared language?
- Performance: The execution component looks at the rigor associated with following through on your plan, processes, and guidelines. Will be your team delivering on time with scale? Is there an devotion to best practices relating to marking assets appropriately to metadata and taxonomy, auditing designed for relevancy and redundancies? Souple marketing methodologies often get play here.
- Process: The process element delves into the workflows that guide your marketing and advertising execution, specifically how advanced and complete these workflows are usually and whether they are noted. Do your workflows think about different asset types and approvals as well as compliance plus localization?
- Technology: The criteria designed for technology relate to whether your own brand has adopted a secure and flexible preparing technology solution for long-term collaboration that includes automation cleverness. Is there a clear line of view across content ideation, pitching, planning, production, publishing, submission, optimization, and measurement? Eventually, technology should help accelerate execution, build on desired team behaviors such as collaboration and integrated planning, and aid in measuring integrated marketing final results. This also includes flexible reporting on campaign, content, plus operational performance.
Your organization may have some or all of the five ADEQUATE capabilities. The important thing is to document and prioritize your distance areas while understanding this is not a linear model. You might have alignment and technology in position but slip in execution and design, or vice versa. You can begin to standard your organization with Welcome’ s Included Marketing Maturity Assessment .
What are the Warning Signs that a Marketing Organization is not Integrated?
There are several pretty clear signs that the organization is failing to use integrated marketing best practices:
- No obvious integrated campaign platform
- Duplication of efforts leading to content waste
- Part confusion leading to a lack of accountability
- Business objectives are not aligned with your advertising investments
- Your technology setup is not supporting collaborative efforts
- No central place to store or access content
- The marketing end-to-end process is not visible
- Delays in application and publishing
- Fragmented or disjointed customer journey
As a byproduct of contending priorities and pressure to be first to market, most enterprises suffer from one or more of these signs and symptoms. Even teams proactively seeking to solve these issues often have trouble getting traction because of seriously ingrained organizational silos.
How Do I Build an Integrated Marketing Tech Stack?
Your martech collection is as unique as the items you’ re selling or the services you’ re offering.
Choosing which software and apps to incorporate into your stack takes a large amount of time and patience, and can likely require a bit of trial and error.
We recommend using the “ cry once” model.
Possibly what the pricing model of that will software is going to do to your marketing budget, you’ lso are going to cry.
But you’ ll just cry once because the application is going to solve all your various other problems.
In contrast to crying multiple times when you nevertheless purchase expensive software, yet realize over the course of several weeks/months that it was the wrong move.
When evaluating where to begin, the best place to start is with stakeholder surveys and umschlüsselung your tech stacks across silos and teams. You may then begin to bucket your martech stack into functional groups.
The primary goal of building an integrated tech stack is centralized visibility directly into customer data and experience. Here are some common martech classes for organizations looking to construct out integrated teams and measure integrated marketing outcomes:
- Guide management or multichannel marketing and advertising: e. g., Oracle Eloqua, Pardot, and HubSpot.
- Marketing analytics: electronic. g., Google Analytics, plus Coremetrics.
- CRM systems: e. g., Salesforce, Microsoft Dynamics, and SugarCRM.
- Sales enablement: e. g., Brainshark, Highspot, and Seismic.
- SEO or content cleverness tools: e. g., BrightEdge, BuzzSumo, SEMRush, and seoClarity.
- Social media publishing: e. g., Hootsuite, Buffer, and Sis-o-mos.
If building a martech stack seems daunting, that’ s because it is.
Which is why marketers find it considerably easier to use Welcome to handle all the heavy raising of martech integrations.
Instead of figuring out learn how to weave all these solutions together, Welcome brings all your martech systems together with an all-in-one platform that integrates with all of your most important software to create a seamless workspace for all advertising teams.
Additional integrated marketing resources:
- Integrated Marketing Q& A: Information From Two Digital Marketing Experts
- Operational Analytics just for Integrated Marketing [FREE EBOOK]
- Integrated Email Marketing Appointments Template to Organize Your Strategies
- Tech Talk: How to Program an Integrated Marketing Campaign: Architecture and Execution
- The Next Evolution associated with Content Marketing: Creating Included Marketing Teams