What Does an Integrated Marketing Communications Team Look Like? Overall, an integrated marketing communications strategy drives better-performing campaigns. Marketers who are classified as “integrators”-those who have united data and creativity-grow their revenues at twice the average rate of S&P 500 companies: at least 10 percent annually versus 5 percent ( McKinsey ).The Project Management Institute found that ineffective communication contributes to one-third of project failuresīreaking down technology silos improves the customer experience.
There’s a strong business case for improving cross-functional team collaboration. Almost half (45%) of marketers feel they lack the necessary talent, technology, and processes to master omnichannel brand marketing ( CMO Council ).If you need to build a business case for creating an integrated marketing team, here is some valuable research:Ĭhange management is needed at marketing organizations. What are Some Integrated Marketing Statistics that Prove its Value? Improves operational efficiency and team agility, reducing waste from duplication and lack of central visibility.Builds equity with consistent, governed brand messaging across all touchpoints.Improves marketing-influenced revenue and boosts performance on KPIs.So, not only does integrated marketing strategy lead to conversions, but it also materializes ROI in three ways: Whichever bicycle the customer chooses, it’s likely they’ll interact with that brand nearly a dozen times across several marketing channels before making a purchase. This was a clear example of integrated marketing campaigns showing why you need a strategy in place. They’re going to come across all types of online properties like:Īnd now that they’ve visited all these pages, they’re going to see retargeted ads. Out of all the paths this future cyclist will encounter, the purchase cycle (sorry) is, by far, the most treacherous. Unless they have a close pal who’s a cycle guru, they’re likely going to start by hitting up a search engine and entering a basic search. Let’s say a customer is interested in buying a new bike. Why is an Integrated Marketing Strategy Effective? The result? A consistent, customer-centric experience that delivers results for your brand. Taking an integrated marketing approach to binding these different channels together maximizes a brand’s chances for success and recall. Social media marketing (LinkedIn, Twitter, Facebook, YouTube, Quora, Reddit, etc.).Often, successful integrated marketing campaigns encompass channels and tactics such as: It is often used interchangeably with IMC (integrated marketing communications), 360-degree campaigns, and omnichannel marketing - although there’s some nuance between the terms. Integrated marketing is the process of delivering a consistent and relevant brand experience to your target audience across all marketing channels. The growing number of touchpoints in the customer experience journey means that campaign management needs to be integrated to deliver results.īut it has reached critical importance now due to compounding industry challenges, alongside advancements in marketing technology that have made it easier to break down organizational silos. As a phrase and buzzword, integrated marketing isn’t new.īut that doesn’t mean it’s not as important as ever.
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