The Other Reason You Need an Integrated Marketing Strategy

Your marketing channels should be balanced.

Overcoming Marketing Channel Bias

The usual argument for integrated marketing is that when your marketing channels are coordinated, the whole is more than the sum of its parts. That’s very true, and you knew that already.

The other reason, which is not often discussed, is that it helps overcome channel bias. PPC people will always favor PPC. Social Media people will always favor Social. Print people will favor Print. The job of your marketing strategist is to allocate your budget most effectively, without favoring any one channel over another.
Continue reading “The Other Reason You Need an Integrated Marketing Strategy”

By Kevin Frei at October 26, 2018

Sorry Jack, the Future is Marketing Integration

What is Integrated Marketing

Integrated Marketing is the industry term for a strategy in which all marketing channels – i.e. Google, Facebook, email, print, television, radio, etc – are coordinated to deliver a consistent message or experience.

When marketing channels are coordinated, the whole is greater than the sum of its parts. The trouble is that each marketing channel is complex in its own way, and few individuals are truly expert in more than one or two. Continue reading “Sorry Jack, the Future is Marketing Integration”

By Kevin Frei at July 26, 2018