Integrated marketing is an
approach to brand communication where the different modes work together to
convey the brand message in such a way to the customer that the customer should
have a seamless experience.
The marketing programs are
consists of various decisions for value-enhancing marketing activities.
Marketing activities take place in many forms. One of them is known as a marketing mix that can be defined as a set of marketing tools and approaches.
Organizations and companies use these sets to achieve their marketing
goals. These tools are known as 4p;
product, price, place, and promotion.
Therefore it can be said
that integrated marketing aimed at combining different methods of marketing
e.g. mass marketing, direct marketing and one to one marketing, and so on. It is
its goal that the market impact of each and every marketing method should be
reinforced. And data generated by these campaigns in all fields should be
employed.
The fact is
that the world has become more increasingly connected by technologies.
Hence, organizations and companies are required to launch marketing campaigns
through different channels. Because customers are plugged into their smartphones, laptops, tablets, T.V channels, and so on. Therefore, they should have
the access to the brand wherever they go or shop. For example, they watch an
interesting ad on their T.V channel, they may take out their smartphone,
tablet, or laptop to know about the company or organization of the product they
just have seen.
How integrated marketing
works, can be understood by the figure. In this figure, different components
of marketing are integrated to develop the concept as a whole.
Integrated
marketing make sure that an organization is consistent in both offline and
online marketing processes. Consistency is considered a key to ensuring that customer
understands the marketing message which leads to a great return on any
investment. Therefore, integrating the marketing message and using both
offline and online tactics, can increase the visibility of the product or service
and can bring a high-value customer.
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