7 Things to Know About Integrated Marketing

There’s a lot to know about integrated marketing, and this blog shares seven important points to consider.

Ideally, an integrated marketing professional has command over all their marketing tools in one place and operates the solutions as a cohesive strategy. This requires the ability to curate and manage campaigns, combining things like email, programmatic advertising, public relations, content syndication and social marketing. 

Tips for Integrated Marketing with Confidence

Use these seven recommendations to get integrated marketing off to a solid start.

✔ Current Business Environment 

If you’re not fully an integrated marketing shop, you’re not alone. Only 15 percent of marketers have integrated their marketing approaches. Many remain inexperienced with integrated marketing as a coordinated tactic and still run their various channels as siloed operations. But this might be a strong example of the sum being greater than the parts. 

If you’re interested in an Integrated Marketing Communications (IMC) approach, start with the questions below. They will help define your current business environment and thereby determine if IMC is appropriate for your brand.

  • Does your company lack a unified marketing tactic?
  • Do you use multiple channels for customer interaction?
  • Does your brand have a single voice in the marketplace?
  • Is your marketing approach outperforming competition?
  • Do you want more actionable metrics to optimize campaigns?

By analyzing the answers, teams can create strategies with the right tools and resources for your goals.

✔ Importance of Consistency

Integrated marketing plays to the proven significance of consistent, multi-dimensional brand experiences. Each branding effort by various marketing teams across the internet, print, television, radio, mobile and in-person must speak in a familiar voice that reinforces the brand.

Consistency in integrated marketing does not mean poor creativity. You don’t have to paint a single color across all channels or use the same tagline everywhere. That’s not what we’re talking about.

Instead, marketers must work behind-the-scenes to craft a unified brand voice and steady value and shift it as buyers move through the funnel. In other words, always put the buyer’s interests first and respond reliably. 

✔ Connectivity in Every Module

We live in an interconnected world where prospects and buyers might be glued to a mobile phone one time, and stuck on a laptop screen at another. This environment demands marketing campaigns be available in multiple channels, because customers expect information to be accessible. Period. 

Bottom line, be prepared to engage with buyers wherever they’re seeking answers. Whether it’s email, display, social media, content syndication, telephone or direct mail – integrated marketing teams might need it at some point for B2B demand generation. 

✔ Merits of Adaptable Content

While developing a content calendar, experienced marketers keep an eye on opportunities for content repurposing for smart efficiency and ROI.

Let’s say you’ve created a hyper-premium whitepaper based on intent signals. This original report might have consumed months to develop, as it includes ground-breaking industry research and insights.

You could repurpose such content assets into these formats and stage them across channels. Always have a strategic call to action in each to keep the prospect engaged.

  • Social media posts – more than one post, more than one platform
  • Infographics
  • Data brief or summary of key takeaways 
  • Blog posts – Maybe a series?
  • SlideShare summary
  • Industry-specific fact sheets
  • Webinars

Content repurposing also helps maintain message consistency across formats and channels, thereby avoiding additional time and problems later. Since your integrated campaign might include multiple personas, creating adaptable content lets you tailor messages and repurpose content to different buyer’s needs, too. 

✔ Personalize Experience Across Channels

B2B audiences have come to expect a relevant experience wherever they interact with a brand.

With intent-driven B2B data, an integrated marketing team can offer a highly relevant experience for different target groups by understanding how they search. That’s unlike more old-school approaches that use only firmographics or technographic data to generate leads.

Intent data tells you a lot about prospects, in particular, their interests and problems. This in turn helps you curate and automate customized content across marketing platforms in an integrated, intelligent way.

✔ Right Martech Stack

It’s part of the formula for an integrated approach: you’ll want the right martech stack.

Consider this example. Say some of your prospects are highly active on social media. Others may invest more time checking emails. Targeting every segment via email marketing or a certain platform alone might be an epic fail.

Instead, marketing managers want to analyze the impact of tactics in their martech stack. An integrated marketing cloud addresses this with a synchronized look at what works best for various groups. Even so, it’s a constant process of analysis, adjusting and action.

An integrated marketing cloud uses real-time data (like intent signals) to analyze and report on channels. If an email promotion isn’t driving conversions, your marketing cloud view alerts you to shift from this underperforming channel to what works better.

✔ KPIs for Integrated Tactics

Like every other B2B marketing tactic, an integrated campaign needs clear performance metrics, and it’s the duty of integrated marketing professionals to prepare for them. 

KPIs for an integrated approach relate directly to how the effort moves a prospect along the funnel and toward the campaign’s supreme objective. That could be a sales appointment, but in other cases, the KPI might be webinar registrations or trial sign ups. 

Managers should present metrics in terms of both response rates and financial targets. While the response rate tells about the number of people engaging with a campaign, ROI evaluates your investment efficiency in converting them. 

Ultimately, an overall integrated marketing KPI is all about making the most out of your marketing budget.  

Integrated Marketing Can Be Your Brand’s Biggest Champion

Taken in sum, these seven important things can make integrated marketing the biggest champion of your brand. For more on integrated marketing approaches, visit this blog by our CMO, Kay Kienast, “Integrated Marketing Cloud for Better ROI and CX.”

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