Integrated marketing is the unifier of all-things marketing, connecting messaging and customer experiences across all marketing channels. Many organizations don’t have an integrated strategy, leading to disconnected customer experiences, inconsistent branding and messaging, confusion amongst prospects, and more. Integrated marketing is important, but what is the true impact of an integrated marketing strategy on the bottom line and more? Here is why integrated marketing matters and how you can make a strategy focused on consistent marketing, achieving business goals, and growing revenue.

Buyer Expectations in the Marketplace

For any marketing to work, it is important that it resonates with the target audience. To do that, it is key to stay on top of buyer trends and expectations. While these are constantly changing, there have been a few standout themes that have been recently drawing attention, that should be a focus throughout your integrated marketing efforts.

• 90% of buyers find personalization appealing. That is almost all buyers! Personalization is expected in this era of marketing. The more personalized an experience is the better, and it is necessary when implementing integrated marketing, across all channels and touchpoints. From email to advertising to content pieces and more, each component should have a personalized touch.
• 60% of customers have the potential to churn if they receive a disconnected experience across channels. If there isn’t consistency in your marketing, expect churn to happen. Especially as it relates to current customers, as they know the quality of your brand and providing a disconnected experience to retain them can leave a sour feeling. Don’t be the reason a customer churns – keep their marketing experience consistent and connected.
• Prospect engagement and satisfaction can improve by up to 90% when they find an integrated marketing campaign compelling. Audience interest is a huge indicator of solution or product success. If they take interest in your campaign and interact with the elements, you are experiencing a key step in gaining trust and building a relationship in the buyer’s journey. If you can’t draw their initial attention, you’ll have a difficult time no matter what the marketing touchpoint.

Results of Having an Integrated Marketing Strategy

While many teams think they have an integrated strategy, we mentioned before that 70% of teams still don’t, which means there are huge gains that are being missed out on! Here are a few highlights of what having an integrated marketing strategy can bring to your organization.

• Taking an integrated approach in your campaigns sees an average of 50% more return on investment (ROI). With ROI as a key performance metric and always top of mind for marketing and business leaders, anything that can improve ROI is worth paying attention to. By taking an integrated approach to your campaigns and maintaining consistency across channels, an ROI increase is possible.
• When integrating your marketing efforts across channels, you can see an increase of 31% in campaign efficiency. Keeping costs low while targeting specific audiences on specific products or service offerings? That’s efficient. But efficiency doesn’t solely mean saving money. Marketing efficiency is about using your budget and resources on the right audience with the right messaging, content, and marketing activities. When these components come together in an integrated approach, it increases efficiency.
• Companies that take an integrated marketing approach are likely to retain an average of 89% of their customers. High retention rates are a good indicator of the quality of your brand, products, and more. But customers don’t stay customers for no reason. They also need marketing to upsell, cross sell, or simply show why your solution offering is still needed for their success. By taking this integrating approach, retention rates are high, and every customer continues to feel valuable.
• Integrated campaigns across more than four channels can outperform single channel campaigns by almost 300%. If there was any more proof you needed to understand how important integrated marketing is, this is the statistic you need. Marketing on one channel is a good starting point, but when you add channels and integrate the campaign, performance increases, and we think 300% is significant!
• Using consistent messaging in integrated marketing campaigns can boost revenue growth by 20%. One of the most critical factors of effective marketing is messaging. If the messaging misses, it becomes more difficult to build a connection with a prospect and eventually a conversion. Consistency is the key point here. Your messaging needs to connect across marketing efforts. They don’t have to be the same messaging points, but they do need to ensure that none conflict and cause confusion.

Your Go-To Integrated Marketing Team

We have answered the questions of “what is integrated marketing” and “why it is important,” which we hope has resonated with you. As for the next steps, it is key to build out your integrated marketing plan and make sure you have the right team, the right expertise, and the right resources in place to make it happen. While this may seem like a difficult task, have no fear! Since day one, Launch Marketing has been all-in on helping companies, from scrappy startups to scaling mid-market teams, cut through the noise and connect with the people who matter most. A full-service marketing agency in business for over 24 years, our mission is simple: deliver smart, strategic marketing that drives measurable growth. We bring clarity, creativity, and execution to help you move forward with confidence. Whether you need a full-service partner or just a boost in the right direction, we’re here to help you solve the right problems, and get results that stick.

Ready to get started bringing more results with your marketing? Contact Launch Marketing today or schedule a consultation directly with our CEO, Chris Leger.