B2B marketing has shifted drastically over the last decade. As social media and digital marketing push their way to the forefront, marketers have to forge a path to incorporate these newer – usually inbound-marketing based – promotional avenues with more traditional, outbound advertising campaigns. Enter integrated marketing.
This hybrid model of marketing is essentially the art of featuring campaigns across a variety of media, yet it involves more than just sharing the same information across multiple channels. The best marketers understand the value of reformatting promotions to fit different platforms (1).
Similarly, companies that practice this strategy realize the importance of having a plan in place at all times. As your company embarks on its own integrated marketing journey, these are three essential questions overseers should be asking:
1. What kind of content does our audience want or need to consume?
Integrated marketing tends to heavily involve exceptional content marketing. Naturally, creators and producers should strive to deliver information that is relevant, informative and entertaining for the audience.
2. Who will be contributing to these campaigns?
Though it can be easy for marketing teams to pass social media and email marketing projects off to an intern, it may not be the best decision in the long run. If you want your business's voice and brand to shine through, individuals who best understand the company's mission should help develop outreach materials (2).
3. What does our company hope to achieve through its marketing efforts?
Before a company can find success with integrated marketing, it must first define what that looks like. Marketers should kick off their efforts by setting a list of action items; common integrated marketing goals include generating awareness, boosting B2B lead generation and providing better lead nurturing.