Integrated marketing is an approach to create a seamless, end-to-end experience across different marketing channels. Each of these channels works in tandem to connect with customers at every touchpoint and tell a cohesive brand story.
Soprano Design’s Field Marketing Manager for APAC, Bo Yi Tay has written an article discussing why creating an integrated marketing strategy is more important than ever
In the article, Bo explains when creating a strategy, marketers should first be familiar with their brand’s values, ethos and messaging. This can be enshrined in a team’s standardised branding and marketing playbook that clearly lays out the overall brand objective and messaging. An overview of the entire suite of channels to be used should also be listed, with the key result or deliverable for each channel clearly defined.