In today’s digital landscape, the most common scenario is an overwhelming amount of advertising and marketing efforts as brands compete for our attention.
To truly make an impact and drive results, brands need to find a way to rise above the marketing cacophony.
So, the question arises: How can one cut through this noise? Enters integrated marketing.
When you seamlessly integrate your communication, you have the power to craft a compelling narrative for your audience, leaving no room for uncertainty. It’s the art of making your marketing efforts work together effortlessly, resulting in more significant results and a stronger brand presence in the market.
“Integrated Marketing is creating a cohesive marketing strategy where all of your teams are aligned to a unified message” Lisa Vecchio, VP of Marketing at Aircall, points out.
She is our guest at our next Jam Session, Rock Content’s free webinar to help Marketing and sales professionals rock their business. You can save your spot for free here.
The specialist has told us some of the topics you will see at the Jam Session. Check out!
Rock Content: Can you summarize, in a few words, what integrated marketing is and its benefits for brands and businesses?
Lisa Vecchio: Integrated Marketing is creating a cohesive marketing strategy where all of your teams are aligned to a unified message. It creates efficiency within your teams for planning and distribution, removes silos within the organization, and maximises impact in the market – showing up as one brand, with one message, across the channel ecosystem.
RC: What are the key essentials that professionals need for effective integrated marketing?
LV: For effective integrated marketing you can break it down as such:
- A clear planning process that creates alignment and sets expectations amongst marketing teams, with clear owners, responsibilities, and timelines
- An agreed-upon set of objectives and KPIs to build your strategy from
- A 360 marketing strategy, that puts your customer at the center of it, in order to achieve the outlined goals.
- Stakeholder alignment on the strategy (from LT to sales/CS partners to your wider mktg org)
- A digestible messaging framework, that can be leveraged across your content and channel distribution across the funnel
- Effective communication and project management
RC: What are the most common mistakes that marketers make when implementing integrated marketing?
LV: Silos can be the biggest challenge, and therefore stakeholder alignment. Change management will be key and it can require education (over-communication), sharing examples of what good looks like, clear roles & responsibilities, and lots of check-ins.
Don’t expect to get it right the first time; build upon your learnings and ensure you are always doing retros and post-mortems to learn from what works and doesn’t. Lean into both qualitative and quantitative feedback.
Relationship and influence is key. There can often be a lot of inertia in teams or with individuals who may be used to having autonomy. Reinforce the benefits of why working in harmony is more impactful than working in silos.
Remember – working as an integrated team shouldn’t take away from any team or individuals subject-matter expertise. In fact, it should enhance creativity and the ability for teams to add value, but in a more concentrated way that benefits the whole of the marketing org and business.
RC: What else can readers expect from our Jam Session?
LV: Real life examples and pitfalls. Let’s not take ourselves too seriously and have a bit of fun!
Don’t stop here! If you want to learn more about the power of integrated marketing, don’t miss our upcoming Jam Session featuring Lisa Vecchio. Secure your free spot here.