What is Integrated Marketing and Why Should I Do It?

What Is Integrative Marketing?

Integrative marketing is a method that combines a detailed understanding of consumers with large scale data analysis to create content and communications that develops a consistent identity throughout all mediums and messages. It is a holistic method, utilizing the multitude of approaches, channels, and skill sets that are now necessary to be competitive in today’s digital age.

Why Is Integrative Marketing a Necessary Tool for Businesses?

Advances in technology, as well as the explosion of internet usage around the world, have led to a need for a major shift in marketing techniques. While in the past, consumers accessed information mainly through print, they now primarily access information through digital media. Furthermore, not only has internet usage become more widespread, there have also been dramatic changes to the way the digital information is accessed. Instead of utilizing primarily one device (i.e. the laptop or desktop), most individuals now use connected devices (i.e. appliances, cars, smartphones, and tablets). Moreover, social media has also become a necessary marketing tool as well.

To keep up with these changes, businesses must adapt their marketing strategies as well in order to create a consistent identity through all mediums and messages. Not only is integrated marketing necessary due to the plethora of media and purchasing options for consumers, integrated marketing also helps a business obtain – and maintain – a competitive advantage. Benefits of utilizing integrated marketing include: (1) an increased return on investment, (2) more efficient marketing, and (3) the prevention of duplicate messages.

When it comes to marketing, an understanding of the consumer is vital. With integrative marketing, businesses attract, engage, and retain consumers across a variety of digital, social media, and print platforms.