Integrated Marketing has quickly replaced Big Data as today’s catch phrase, it’s critical for brands and marketers alike to understand how these two have directly impacted advertising budgets. We have more data at our finger tips today than ever, but correctly utilizing it has only been mastered by a select few. With today’s available technology, integrated marketing is taking real time information and quickly changing the dynamics within a company regardless of size and budget.
Integrated Marketing is forcing managers from different departments to finally communicate and hold each other accountable. With true and accurate feedback from every advertisement, viewing ROI is now granular, meaning we can move dollars from underperforming tactics much more quickly and utilize them in overachieving tactics. As marketing tactics are becoming more complex than ever, and requiring more oversight and managers, there’s no room for error or excuses as to why budgets are not generating ROI.
If you are wondering what Integrated Marketing is, it’s defined by businessdictionary.com as a strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.
Companies need to embrace Integrated Marketing to survive the onset of an ever changing dynamic between employees, partners and vendors.
Integrated Marketing is essential to a company’s success because it:
Promotes Brand Integrity across all channels
Creates insight for sales and marketing
Creates instant data to consumer engagement
Creates a working environment with common goals
Identifies the weakest employees, partners and vendors
Creates a tracking system that is transparent and closes the sales process
Integrated Marketing at its core is a business essential NOT a marketing tactic, because the success of a brand in today’s fast paced society depends on being agile and well informed.
Brands today have specialists for every channel and tactic, but what will happen when these experts leave or do not share critical information with new partners? Integrated Marketing solutions should never leave your team or future team lost in a storm. Information collected is readily available to all and greatly reduces the time and resources necessary to make the difficult decisions.
With today’s technology we no longer need to use the statement “50% of my advertising budget works, I just don’t know which 50%”. It’s time you know what tactics aren’t working and move to the tactics that are working, Integrated Marketing will change the way you engage with your team, vendors and customers.