Why Integrated Marketing is the Future – Forbes

How can we overcome the enemy to integration within our own organizations? The solution lies in the… [+] key shift from a culture of competition to a culture of collaboration.

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Today’s marketers find themselves in an incredibly complex environment. Traditional marketing models have broken down, fragmentation is rampant, and the fight for relevance depends on adopting a model equal to the challenges ahead.

As marketers face mounting revenue pressure, a dizzying diversity of customers, markets, channels, and products, decreasing budgets, and siloed organizations, research conducted by NewsCred and other forward-thinking marketing minds shows what we at Zen Media have known for a long time: an integrated marketing approach is fast becoming the model of the future.

Why this approach matters.

As the name suggests, integrated marketing is an approach that brings coherence to the complexity and fragmentation that increasingly characterizes the marketing world. Specifically, integrated marketing refers to the process of aligning and coordinating a marketing organization to deliver a consistent, seamless, customer-centric content experience across all channels.

Since content is the common currency of every market and consumer touchpoint, integrated marketing increases operational efficiency and drives superior performance through collaboration. The business case for integrated marketing is the shift from becoming a competitive player to a profit powerhouse.  

The power to outperform.

As a testament to the power of integrated marketing, research conducted by Gartner has found that Integrated campaigns across 4+ channels outperform single or dual-channel campaigns by  300 percent. Amplifying a consistent message drives value, and according to Kantar Millward Brown, integrated campaigns are 31 percent more effective at building brands.

The fight is real.

These kinds of numbers beg the question of why more marketing organizations haven’t adopted an integrated approach? In more than a decade of partnering with marketing organizations in order to help them achieve integration, this is the short answer I’ve come up with: The fight is real.  

We have met the enemy, and it is us.  

Though it’s easy to blame the complexity lying outside our organizations as the chief obstacle standing in our way, the …….

Source: https://www.forbes.com/sites/shamahyder/2018/11/29/why-integrated-marketing-is-the-future/