Integrated Marketing Strategy
Integrated Marketing Strategy is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.
Introduction – The Need For Integration
According to studies over the last couple of years, the process for selling to consumers has changed greatly. Gone are the days when someone will find your product, see the need for it in their lives, and make the purchase. Now, consumers are easily empowered to see what others have said about your brand and your service. When it comes to products and services for someone’s health, the tendency is to research before deciding to make a commitment. For that reason, it is extremely important to pay close attention to the broader world of the Internet beyond your website, including social networks, forums, review sites, and more
The idea of Integrated Marketing originated to help meet the new needs of this marketplace. The philosophy of Integrated Marketing is to move away from a company being locked into a single mode of marketing, and rather allow for the approach to marketing to shift based on the dynamics of the phase of the plan, as well as additional changes and seasonality in the marketplace.
From this perspective, a strategy should seek to lay out a plan that investigates all aspects of Internet Marketing, and look to apply those forms of marketing to the sales development funnel, whereby the top of the funnel is the beginning of the process, which is followed by intentional marketing that develops and nurtures your prospects until they become paying customers.