So, what is Integrated Marketing? The classical definition is the integration of disciplines in the marketing mix, so there is one unified message to the consumer, no matter what media or discipline is used. For multi-national brands, this definition holds true across the borders. A second definition, which is becoming more important as companies recognize the value of their employees and retailers, is the communication of the brand message and marketing campaign across all stakeholders – employees, retailers, consumers, stockholders. Both of these definitions build to the ultimate definition – the integration of a brand into a consumer’s lifestyle – when a consumer is loyal and passionate about their brand and will accept no other.Integrated marketing works because it is accountable and measurable – accountable to its constituents and measurable in terms of ROI. Integrated marketing is holistic and large – approximately $2 trillion in dollar spending – no wonder it is taking its seat at the table with the C-suite of executives! Below are the disciplines that make up integrated marketing: · Consumer Promotion · Trade Promotion · Advertising · Public Relations· Database/Direct Marketing · Loyalty Marketing· Experiential Marketing · Sponsorships · Shopper Marketing · Cause-Related Marketing· Grass Roots Marketing · Digital Marketing· Corporate Communications · Celebrity Endorsements· Package Design · In-Store Marketing · Market Research · Branded Entertainment
This list reflects a growing number of disciplines that have both strategic and tactical applications. The choices can be overwhelming, though they also offer many more creative possibilities |