Integrated marketing is described as creating a unified customer experience across all marketing channels. The document provides 5 steps to ensure integrated marketing success: 1) Know your audience well by creating profiles, 2) Set clear and measurable goals, 3) Select the appropriate channels for your audience, 4) Maintain consistency across all messaging and branding, and 5) Measure results to understand what works and determine if goals were met.

1. 5 Steps to Integrated Marketing Success

2. 5 Steps to Integrated Marketing Success
The DMA Integrated Marketing Community describe integrated
marketing it as follows:
“Integrated Marketing is an approach to creating a unified and
seamless experience for consumers to interact with the
brand/enterprise; it attempts to meld all aspects of marketing
communication such as advertising, sales promotion, public
relations, direct marketing, and social media, through their
respective mix of tactics, methods, channels, media, and activities,
so that all work together as a unified force. It is a process designed
to ensure that all messaging and communications strategies are
consistent across all channels and are centered on the customer.”

3. How Can You Ensure Your Marketing Efforts Are Fully
Integrated?
True integrated marketing is about unifying and bringing together all
types of marketing through various marketing activities and
channels. When done well, it can bring about significant ROI.
So what steps can you take to ensure your integrated marketing is
successful?

4. 1. Know Your Audience
When it comes to audience you need to be specific. This is where
creating marketing personas can help. Personas help to visualise
and understand the people you’re trying to attract through your
marketing efforts.
Having a clear understanding of your audience will provide
invaluable information such as age, geographic location, hobbies
and interests, jobs, what newspapers they read, what websites they
visit, which social media sites they favour, etc.

5. 2. Set Clear, Measurable Objectives
Be clear on what it is you’re trying to achieve. Set specific objectives
and identify how to monitor success. Make sure your objectives are
SMART (specific, measurable, achievable, realistic and timed).

6. 3. Select The Right Channels
Once you have a good understanding of your target audience, you
can select the channels that are relevant to them. Why waste
valuable time, money and resources on building a Facebook
campaign if your audience don’t use it and are elsewhere? Find out
which channels your customers are using and focus on those.

7. 4. Be Consistent
Consistency is important when it comes to integrated marketing. You
must ensure that your message, branding, artwork, photography,
style, etc. are all consistent across all channels. Without a consistent
approach, your campaign will lack cohesiveness.

8. 5. Measure
As with any campaign, it is important to monitor actions and
measure results. This will let you know whether your objectives have
been reached. Successes will be useful when planning future
campaigns. If you know what works well you can use a similar
approach in the future. Knowing what aspects didn’t work is also
invaluable.

9. Lancaster Printing is a leading
supplier of promotional products
in the UK.
T: +44 (0)1524 230 300
E: sales@lancasterprinting.co.uk
www.lancasterprinting.co.uk