Integrated marketing ensures that a business or organisation is able to deliver a consistent message, when undertaking various marketing and communication initiatives.
The marketing and communications mix can comprise of various components, such as a website, print media, social media and events. In addition there may be different individuals or departments working across these activities.
For example, you may have a graphic designer who undertakes design work for print advertising and a dedicated team that supports and plans events. Various departments may also have their own communication channels, such as email newsletters or specific events.
Each of these activities leaves an impression on your target markets. Inconsistent branding or messages distorts the ability to create a consistent image, eroding the potential to reinforce key messages.
Integrated marketing prevents inconsistency by adopting a strategic approach.
Start by considering the right strategy for your organisation and identifying your key target markets. Once the strategy has been identified, you can consider the communication tools that should be used to reach the target markets and the messages you want to promote.
Existing marketing activities need to be aligned with this strategy. Ensure that existing tools have a consistent branding and reinforce the key messages that will promote your organisation.
An important component of integrated marketing is evaluation. Knowing what you want to achieve enables you to measure those results. Marketing channels should be evaluated to consider their effectiveness and to ensure that your messages are reaching your target markets.
You will often need several contact points to motivate a potential customer, volunteer or other stakeholders. Integrated marketing enables you to reinforce your key messages, creating a consistent approach that helps prompt action.