Marketing Integration Makes Good Business Sense

Integrating a company’s various monthly and annual marketing and PR activities, into a single cohesive marketing campaign, brings significant benefits and savings for the company.

Achieving marketing integration is not easy, requires experience and know-how but the benefits are significant. I am proud to be one of the first marketeers in the UK to identify the benefits of a strategic, integrated marketing approach.

Research suggests that almost any firm or brand could achieve a 10-25% improvement in marketing performance though integration.

What is Fully Integrated Marketing?

Marketing has evolved into a series of relatively independent tools with different planning and evaluation criteria. Integrated Marketing not only overcomes the fragmentation of the recognised marketing disciplines but also draws on other disciplines such as lean management, knowledge management and organisation development.

It is a natural progression of the effects of developing concepts of marketing planning such as Integrated Marketing Communication (IMC), 360 degree branding, relationship marketing and Customer Relationship Management (CRM) on organisation change.

Much of the widely-publicised difficulty on planning and evaluating across media disappears when a unified integrated approach is adopted.

Major brands like IBM, NSPCC, Vodafone, Mars, MindShare, and many others have successfully applied these techniques and their continued success speaks for itself.

To help companies plan and integrate their marketing activities, I have developed my own IMPS planner system. The IMPS system provides many benefits for clients including integration of company events with their various marketing activities. IMPS provides clients with total control, clarity, and accountability over their various marketing and PR, advertising, exhibitions and all other activities. I can show you how this works.

Further Reference Links

Wikipedia – Integrated Marketing Communications