Depending on where you look, you can get very different definitions of the term "integrated marketing”. We prefer the simplicity of this one:
"Integrated marketing is about mixing and matching marketing activities to maximise their individual and collective effect"
The practicalities of implementing an integrated marketing strategy also differ significantly whether you are a B2C or B2B marketer. Given our specialism in the B2B sector, we focus here on just B2B.
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The channels of activities that we tend to bring together for a B2B integrated marketing plan are typically as follows:
Paid Media
Offline advertising (newspapers, trade publications)
Online advertising (Ads on search engines such as Google & Bing, Ads on Linkedin and other social channels)
Earned Media
Traffic is delivered to your website through content marketing
PR outreach
Owned Media
The key aims of a coordinated approach on the above channels are:
To have consistent messaging where possible across your entire sales funnel
To drive traffic to your website which is highly optimised to convert traffic to leads
To lift and maximise the performance of all of your marketing activities
In terms of our own framework approach, we strongly recommend that your website is as close to perfect as possible before pursuing an integrated marketing approach. If not, you will underperform on an ROI basis. This means:
Reviewing and validating each of your value propositions
Crafting proposition pages on your website that address the evaluation criteria of the likely three buyer types that you will encounter:
Business buyer
Financial buyer
Technical buyer
Creating landing pages for specific campaigns and/or for more niche propositions
Validate the work with some simple test campaigns
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