The winning formula of integrated marketing
Cost-effectiveness never goes out of style, and that makes the integrated marketing approach ideal for marketers tasked with managing tight budgets and delivering more quantifiable returns. Integrated marketing maximizes ROI and reduces inefficiencies. It also aligns, supports, and feeds each stage of the sales cycle. This approach, which views effective marketing as the sum of its parts, can be overlooked by overworked marketing professionals.
As marketing channels have expanded to cover a dizzying range of digital and print formats, organizations may be tempted to silo efforts based on job title, function, and time limitations. With daily pressures to meet deadlines and achieve near-term objectives, marketers understandably become more tactical, and often lose sight of the value of consistent storytelling across channels and assets.
Seeing the big picture boosts ROI
In my position as Vice President of Strategy and Programs at a leading B2B content marketing agency, I frequently see clients miss opportunities for maximizing ROI with an integrated approach. With proper up-front planning, each content asset can become a natural, seamless extension of other assets—which saves money as well as ensuring that content can be tailored to particular stages in the sales funnel.
The image below shows how an integrated marketing approach supports the creation of multiple assets.
With up-front planning, I estimate that the cost of each project illustrated above can be reduced by 10 to 15 percent. Here’s how: Improved efficiencies can be found in shorter interviews with subject-matter experts, condensed review cycles, and reusing design elements such as images and graphics. This way, an integrated approach to asset creation can slice off a portion of the total cost of each individual project—enabling you to apply those costs to additional assets.
More efficiency = More assets for target audiences
Integrated marketing, as its name suggests, also emphasizes getting across-the-board results. Campaigns can become more efficient and compelling when both messages and the look-and-feel of the graphics are consistent from asset to asset. Finding a vendor that can provide integrated marketing services also cuts in-house administrative costs through simpler budget management and tracking. A single retainer or purchase order can dramatically decrease the time spent managing outside resources.
These benefits help overworked marketers do more with tight budgets and still deliver assets that lead prospects down the sales funnel.
No successful marketer is an island. Having the right vendor is critical for integrated marketing success, as well as strong collaborative relationships with peers, reports, and managers. So consider this post to be a friendly reminder of the tried-and-true integrated approach to marketing, and the importance not getting entirely boxed in to your title—regardless of whether that title is modified by terms such as “social,” “video,” “demand,” or “communications.”
Would you like to talk more about this subject? I’d be happy to do so. You can reach me at [email protected].