What is Integrated Marketing?
The practice of aligning all marketing tactics to the same core messaging for a consistent customer experience with your brand. Through integrated marketing, communications tactics such as display ads, landing pages, email marketing, direct mail, and product catalogs all work in the same direction toward your marketing goals. One example is making your call to action (CTA) consistent across all online and offline tactics for a particular campaign.
Example
For instance, consider a fictional cosmetics brand, “GlowUp,” launching a new skincare line targeting young professionals:
GlowUp’s integrated marketing campaign includes:
- Digital Advertising: Running targeted ads on social media platforms like Instagram and Facebook to reach their audience.
- Content Marketing: Creating blog posts and videos about skincare tips, featuring the new product line, and sharing them on their website and social media channels.
- In-Store Events: Hosting launch events in partnering beauty stores, offering product samples and demonstrations.
- Public Relations: Securing press coverage in beauty magazines and partnering with influencers for product reviews and features.
- Email Marketing: Sending newsletters to subscribers announcing the new skincare line with exclusive offers and discounts.
By integrating these channels and aligning their messaging, GlowUp creates a cohesive brand experience and effectively reaches its target audience.