Integrated marketing is not new. But it is now critically important because of the complex challenges facing the industry and advances in marketing technology that have made it easier to break down organizational silos. The proliferation of marketing channels has resulted in consumers being bombarded with messages and content. Stand out in an ocean of content requires a strong strategy and consistent messages throughout the user's journey.
Integrated marketing is about providing a consistent and relevant content experience to your audience, across all channels. It is often used interchangeably with IMC (integrated marketing communications), 360-degree campaigns and omnichannel marketing – although there are some nuances between terms. The ultimate goal of integrated marketing is a consistent, customer-centric experience that produces results for your brand.
What is the difference between an integrated marketing organization and an integrated marketing?
You need to create an integrated marketing organization before your brand can deliver a truly integrated customer experience. Many marketing teams are structured around specific channels rather than on the overall customer experience. The rise of "digital marketing" has fragmented not only the agency landscape but also the marketing function. At the time, we had a television and a newspaper, then we moved to the digital era, which saw us divide the teams between digital channels and external channels. Mobile has been separated (at least briefly) into many organizations and the paid social media responsibilities often fall to another team.
These modern marketing teams (read: siled) are not configured for integrated marketing success. There are so many situations where internal teams collide inherently, including competition for budgets, attribution, ideas and fame. There is a belief that a culture of healthy competition fosters creative ideas, but the "19459008" model of "teamwork" has repeatedly demonstrated that a culture collaboration is more effective in producing creative results and is also a sustainable team. long-term success.
Integrated marketing organizations prioritize personalization and customer experience before internal competition and one-way, one-size-fits-all customer communication. Building an integrated marketing organization requires creating a culture of collaboration.
NewsCred's Integrated Marketing Maturity Analysis .
What are the warning signs that a marketing organization is not integrated?
There are some pretty obvious signs that your organization can not integrate:
Duplication of efforts leading to waste of content
Confusion of roles leading to a lack of accountability
Business goals are not aligned with your marketing investments
Your technology configuration does not support collaborative efforts
No central place to store or access content
The end-to-end marketing process is not visible
Delays in deployment and publication
Fragmented or disjointed customer journey
As a by-product of competing priorities and pressures to be first in the marketplace, most businesses suffer from one or more of these symptoms. Even teams that proactively try to solve these problems often find it difficult to be heard because of their deeply ingrained organizational silos.
Why is integrated marketing effective?
Investment in integrated marketing leads to return on investment in three ways:
Improves revenue influenced by marketing.
Develops brand value with consistent and controlled messaging across all touchpoints.
Improves operational efficiency and team flexibility, reducing duplication losses and lack of central visibility.
What are some integrated marketing statistics that prove its value?
If you need to develop a business case for integrated marketing, here are some useful searches:
Marketing organizations need a change management.
Only 14% of companies consider themselves "advanced" in their operations (SiriusDecisions B2B Content Status Study)
Nearly half (45%) of marketers believe that they do not have the talent, technology, and processes necessary to master omnichannel brand marketing () CMO )
Only 1% of marketers believe that they offer a consistent, personalized and contextually relevant experience through traditional and digital channels ( CMO Council )
In a survey of 1,000 merchants worldwide by Rakuten Marketing respondents believe that they are wasting on average 26% of their budget. on inefficient channels and strategies
Improving collaboration within teams is a strong argument for profitability.
The decomposition of technological silos improves the customer experience.
Marketers classified as "integrators" – those who combine data and creativity – generate revenue twice as fast as S & P 500 companies: at least 10% a year versus 5% ( McKinsey ).
The "Big Marketers" (Business Leaders Who Largely Exceeded Their First Targets in 2016) Say "Summit Support and a Clear Data and Analysis Strategy" were essential to their success Econsultancy, Google Study )
The Stackies a rewards program for technology stack visualizations, provides excellent examples of integrated martech and platform categorization.
Additional Integrated Marketing Resources: