What is integrated marketing

posted under by CLYDE
Integrated marketing is a process by which all communications and marketing programs
delivered to a customer or prospect are relevant and consistent. This applies whether the
communications are offline or online, inbound or outbound.

Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, e-mail, banner, to the latest web-related channels for webinar, blog, RSS, podcast, and Internet TV.

Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry analyst relations, billboard, radio, and television.
Enterprise marketing management (EMM) technology delivers a complete platform for integrated marketing. It is uniquely based on a system of record for marketing, which you can think of as institutional memory for the marketing organization. The system of record brings together marketing assets, such as creatives, reports, budgets, and business definitions (for example, customer segments and best practices) so that marketers can manage their creation and usage, rapidly assemble them to execute different programs, and measure performance.

This free flow of accurate, up-to-date information speeds marketing execution, reduces mistakes, boosts productivity through automation and reuse, and enables faster, better decisions.

It helps companies manage their marketing campaigns, programs, and activities across time and across channels. In that respect, all those pieces work together to help marketers better address the needs of the customer through whatever channel the customer wants, ensuring sensitivity to customer preferences and consistency of message delivery. This is what integrated marketing is all about.