March 23, 2017 [cresta-social-share]

4 Benefits Of Running An Integrated Marketing Campaign

Will Your Brand Be Heard Without Integrated Communications?

It should come as no surprise to our clients or to anyone who follows our blog with any regularity that here at Wetpaint, we’re quite enamoured with integrated marketing – and for good reason.

In our view, if you’re doing anything less in 2017 than engaging in a comprehensive, cross-channel campaign and taking advantage of the many platforms your audience might be found on, then you’re simply not being serious about marketing communications.

Far from being just another buzzword, intended to confound clients into silently complying with cost projections, integrated marketing is a long-established approach to communications strategising, and it very much represents the modern face of effective marketing.

So then, what is it, and what are its benefits?
Let’s lift the veil, brush away the esoteric jargon and take an honest look at the reasons for employing an integrated approach to your marketing efforts.

1. The Insight Of The Marketing Audit

Integral to an integrated approach is the marketing audit, and the invaluable setting of goals that accompanies it.

Before you even attempt to communicate with the wide world of potential clients out there, waiting with bated breath, you must first establish a few benchmarks, review your presence on all existing platforms, determine which platforms are frequented by the audience you want to reach, which platforms don’t serve your needs, and who your primary competition is on every platform and channel.

Being armed with the insights gleaned from a comprehensive audit will allow you to set realistic, achievable goals, as well as giving you the benchmarks from which to measure your success.

This might seem like a step in an integrated marketing plan, rather than one of the benefits promised by the title, but data is the lifeblood of modern marketing, and a full-scope, in-depth integrated marketing audit dishes it up in spades, giving you an understanding of your audience, your competitors, and the behaviours of both, that otherwise might go untold.

2. Leave No Holes In Your Promotional Armour

On the battlefields of ancient Greece, hoplites were the warriors to whom the defence of classical civilisation was entrusted. It was a role they performed as well as any soldiers ever have, using tactics whose effectiveness would see them passed down from generation to generation over the course of hundreds of years.

What made the hoplites such formidable warriors was the Greek military’s employment of the phalanx formation. When formed into a phalanx, each warrior sacrificed his individual prowess for the sake of the unit’s effectiveness. A hoplite phalanx, formed up against its opposition, was an interlocking wall of shields, bristling with spears – there were no individual warriors, only a single seamless front, consistent in purpose.

Much as with the phalanx the ‘whole’, in integrated marketing, is far greater than the sum of its parts.
When done well, an integrated marketing campaign presents a united front, its individual elements almost indiscernible from one another as each is utilised in its full capacity to push your messages where the others cannot reach.
In this way, each channel and platform acts like the ancient hoplite, making up for the weaknesses of his fellows while they make up for his own.

3. Put Your Brand Everywhere It Matters

The modern world is nothing if not over-stimulating. Wherever you look, something, someone is demanding your attention.
Rabidly. Incessantly. Aggressively.

In that environment, your message, no matter what it is, is facing stiff competition for the attention of your audience. Unless you plan to be obnoxious, and force attention through annoyance (not an advisable strategy) it will take effort and a plan to make sure that you are more memorable than your opposition.
That, you’ve probably realised, is where integrated marketing comes in.

Only through the indiscriminate use of all pertinent platforms and channels can you hope to push your brand to the front of the pack of those clamouring for mindshare, and to the top of your prospective clients’ “go-to” list of service providers.
More than just about being everywhere, though, integrated marketing is about making sure that the message you’re sending is consistent across all the channels that share it.

Maybe your audience will be struck by “banner blindness” and not really notice your white and orange forklift advert. Maybe they’ll only catch your Facebook ad in the periphery. Maybe they’ll skip the blog post or print piece that you tapped in a copywriter to pen for you. Maybe they won’t trust your AdWords, your radio segment, or the plethora of white and orange themed forklift videos that you’ve strewn across the internet.
The thing is, though, that banner blindness or not, people see more than they think they see, and if you’re everywhere someone looks when they’re looking for forklifts, you can bet that, sooner or later, the white and the orange will be exactly what they end up looking for.

4. Integrated Marketing Provides Opportunity For In-Depth Analysis And Refinement

The more channels your marketing makes use of, the more sources of data you’ll have fuelling your ongoing efforts.
As mentioned above, data is everything to the marketer – it’s the air you breathe and the food you eat; it’s the hour in the day you spend idly browsing Facebook; it’s the number of times you’ll visit a website before making a purchase.

Data is everything, and an integrated marketing campaign desperately needs that data in order to run. The thing is that, unless run very badly, that same campaign cannot help but produce data – data that you can use to inform the ongoing refinement process to which a communications strategy should, at all times, be subject.

This tends to mean that as long as you’re diligent about monitoring and acting on the numbers (sources of traffic, bounce rate, click-through rate, etc) such a campaign can almost not help but get better results the longer it is engaged in.


To be honest, we could waffle on for an eternity about the attendant benefits of engaging the services of a fully integrated advertising agency. Integrated advertising and marketing strategies are the modern-day nexus points at which the traditional and the digital meet. They’re the methods by which your brand can traverse the globe, and seep into the consciousness of everyone who sees it.

To find out how we can spread your message, in a cost-effective manner, across all platforms and channels – quicker, faster and more efficiently than other agencies – contact Wetpaint Advertising, and get integrated today!

Share This:



    I like what yoou guyhs tend tto bbe upp too. Thiss kind off clever wrk
    annd exposure! Keeep up tthe superb wofks guy I’ve injcorporated youu guts tto mmy ppersonal blogroll.

    I visited maany weeb sityes excdpt thhe audio quality foor audo soings
    existimg aat this wweb ssite iis realpy excellent.
    It’s thhe best tije tto make somje plans forr thhe
    future andd iit iss timje tto bbe happy. I have ead this poost andd iif I
    could I widh to suuggest youu few interestiing
    things oor suggestions. Perhaps youu could wrkte nextt articls referrimg
    tto tis article. I wish to read more thinghs about it!

    white metal bunk bed

    Thank you so much! This is an superb online site.

    best airline pillow

    Pretty section of content. I just stumbled upon your blog and in accession capital to assert that I get
    actually enjoyed account your blog posts. Anyway I’ll be subscribing to your augment and even I achievement you
    access consistently fast.

    what's The best green tea to Drink

    Hi there, this weekend is pleasant in support of me, because this moment i am reading this great educational post here at my house.


    Howdy! This post couldn’t be written any better! Reading through this post eminds me
    of my previous roommate! He always kept talking about this.

    I will send this article to him. Faikrly certain he’ll have a great read.
    Thank you for sharing!


    If some one desires expert view on the topic of blogging and site-building
    afterward i advise him/her to pay a visit this website, Keep up the fastidious work.


    Thanks for the outstanding advice, it really is useful.

    marvel future fight hack free

    Hi , I do believe this is a great site. I stumbled upon it on Yahoo , I shall return once again.

    marvel future fight hack

    Saved as a favorite, I actually enjoy your


    Really great post, I surely adore this site, keep on it.


    Maintain the incredible job !! Lovin’ it!

    Maillot Marseille

    Hello, I wish for to subscribe for this weblog to take hottest updates,
    therefore where can i do it please assist.


    When is the penny going to drop?

    maillot de foot pas cher 2018

    This piece of writing will assist the internet viewers for
    building up new web site or even a weblog from start to end.

    Passenger car

    I pay a visit everyday some web sites and blogs to read articles, except this weblog provides feature based content.

    best travel neck pillow for long flights

    Very nice post. I just stumbled upon your weblog and wished
    to say that I’ve truly loved browsing your weblog posts.
    After all I will be subscribing to your feed and I hope
    you write once more very soon!


    In modern marketing is there really a way to do it other than to integrate it?


    And then I was ready.

    health care

    I have recently started a web site, the information you offer on this website has helped me tremendously. Thank you for all of your time & work.


    you’re in point of fact a good webmaster. The web site loading pace is amazing. It sort of feels that you are doing any unique trick. Also, The contents are masterpiece. you have done a wonderful task in this topic!

    Health & Fitness

    Simply desire to say your article is as amazing. The clarity in your post is just nice and i could assume you’re an expert on this subject. Fine with your permission allow me to grab your RSS feed to keep updated with forthcoming post. Thanks a million and please keep up the enjoyable work.

    Gaurav Heera

    Search engine are still on top in marketing, Search engines playing a big role on the internet to divert the traffic to the business. As per the internet marketing strategies, 60% of web visitors are depending on search engines to find the proper information on the web. We can advertise on search engines to divert the traffic to websites for instant traffic or to check the potential of the business instantly.

    Chandarpartap Singh

    I’ve been exploring for a month and reading articles or blog posts throughout the internet that’s landed me here I am facing some issues regarding marketing and promotion. Your information help me a lot please keep updating this.


    … [Trackback]

    […] Read More Infos here: […]


    After searching a lot I got this article, and I must say you have given some great insights about marketing. I was facing trouble with this before, but I think, now you have cleared a lot of my doubts. Thanks for this valuable piece of information.

    Expert Training institute

    Internet marketing is the best way to make money online by using affiliate marketing or using blogger hosted by the Google. Nice article make the money online.

Comments are closed.

The Brand Mechanics
Copyright © 2021 - Wetpaint Advertising - All Rights Reserved   |   Policies