2018 SAGEFROG MARKETING GROUP|WHITEPAPER: THE CASE FOR INTEGRATED MARKETING|PAGE 2
Marketing managers and executives are always seeking a marketing edge to set their company
apart from the competition and attract the right leads, all while gaining a signifcant return on
marketing investment (ROMI). Integrated marketing is a concept coined in the late 1980s that
has evolved alongside modern marketing trends to provide today’s professionals with the very
marketing engine they seek.
In this whitepaper, we’ll explore the basics of integrated marketing and the specifcs that make
it tick to help you understand the marketing approach that many marketers overlook. But with
this concept’s little-known efectiveness, you might be wondering: If integrated marketing is so
successful, why aren’t more marketers taking it seriously
We’ll answer that question and more, but not before sharing this idea: When the road less traveled
and the road more traveled are available to you, take both.
About Integrated Marketing .....3
The History of Integrated Marketing .4
Top Four Business Benefts .......6
Company Success Stories ......7-9
More Expert Insights .....10
Getting Started ....11
2018 SAGEFROG MARKETING GROUP|WHITEPAPER: THE CASE FOR INTEGRATED MARKETING|PAGE 3
About Integrated Marketing
Integrated marketing aims to drive strong and consistent brand awareness, attract
qualifed leads and deliver a high return on investment by integrating multiple tactics
to optimize spend. With branding and planning as its foundation, this approach
accomplishes both business and marketing goals and leverages the tools and technologies
of today to supplement tactics with analytics and automation while creating a cohesive
consumer experience across all channels.
Integrated marketing is more than a marketing strategy or tool; it’s an approach much like
the concepts of inbound and outbound marketing, but unique in that it’s the controlled
combination of individual concepts. It’s not an either-or approach—it’s an all-in-one.
Taken out of its marketing context, “integrated” implies the complete control over all aspects
of production, from the gathering of raw materials to the distribution of a fnished product.
Keep this defnition in mind as you learn how integrated marketing brings together the
strategies, tools and programs needed to see accelerated success in modern markets.
marked by the unifed control
of all aspects of production from
raw materials through distribution
of fnished products
the process or technique of
promoting, selling and distributing
a product or service
2018 SAGEFROG MARKETING GROUP|WHITEPAPER: THE CASE FOR INTEGRATED MARKETING|PAGE 4
The History of Integrated Marketing
As new marketing channels emerge through the development and growth of digital marketing
and interactive content, integrated marketing has become the smart choice for companies
attempting to cut through the noise. To understand the opportunity that integrated marketing
presents, we must examine the milestones that led to the introduction and recent rebirth of this
The American Academy of Advertising coined
the term integrated marketing communications,
popularized in the early 90s by Don Shultz
(Northwestern) and Philip Kotler (Kellogg),
which referred to the integration of
traditional marketing channels.1998
Google launched the concept of search
engine optimization, which set the foundation
for modern digital marketing and website
HubSpot ofered the breakthrough marketing
concept of inbound marketing, which sparked
the trend toward digital marketing integration.
While digital has been great for marketers,
contributing directly to KPIs like acquisition cost
and ROI, leaders of businesses small and large
are shifting their focus back to revenue and are
experiencing a renewed interest in traditional
channels. Therein lies the opportunity to fully
integrate all marketing tactics and platforms to
include digital and traditional channels.
In the years that followed, big marketing brands and platforms,
such as IBM, Adobe and Salesforce, have integrated digital and introduced marketing clouds,
yet still provided limited traditional integration.
2018 SAGEFROG MARKETING GROUP|WHITEPAPER: THE CASE FOR INTEGRATED MARKETING|PAGE 5
The Integrated Marketing Framework
The successful execution of integrated marketing requires the interplay of several strategies,
tools and programs. Designed as a top-down and step-wise approach, the integrated
marketing framework sets your foundation for success, builds your arsenal of tools and then
takes that groundwork to market with ongoing tactical programs. By consistently applying
your brand’s foundational messaging and visual identity throughout each of these focused
eforts, your company will be able to efciently and efectively have new messages seen,
heard and remembered by the audiences that matter most.
Branding is the frst step to any strategic integrated marketing program, building a
foundation for the tools and programs that lay ahead with a brand strategy that includes
strong and consistent visioning, positioning, messaging and visual identity platforms.
Marketing planning combines the strengths of your brand with the state of your industry
to produce informed, tactical go-to-market plans that resonate with your audience and
accelerate return on marketing investment.S
Integrated optimization is an important part of the integrated marketing framework. This is the
activity of regularly reviewing performance metrics and KPIs to understand what programs are
working well and what programs need tweaking. It also allows you to periodically adjust your
marketing plan to do more of what’s working and less of what’s not in order to optimize your
marketing spend and accelerate ROMI.
Website development is often the frst exciting application of a brand strategy,
showcasing new visuals and messages. Optimized for mobile, search engines and the
eyes of visitors, websites are marketing hubs flled with keyword-rich content, thought
leadership, news, events and more.
Whether in the form of a print or digital brochure or a folder with solution-level sell sheet
inserts, a collateral system uses the polished elements of the brand strategy to equip your
marketing and sales teams with impressive tools for use in the feld or in the ofce.
Digital and content marketing are staples of a powerful integrated marketing program.
By using all available channels, you can augment the guaranteed exposure of pay-
per-click (PPC) and display advertising with interactive content for search engine
optimization to maximize your brand’s exposure.
6PR & SOCIAL
Public relations and social media programs are reputation builders, ofering the
opportunity to more closely interact with your brand’s audience. By combining the
two, you’re able to share the story you want your audience to hear and then solidify
that perception with authentic two-way communication.
Data suggests that traditional marketing may be more powerful than ever before
because of its ability to cut through the noise online with tangible tactics, such as
print advertising, direct mail and event marketing, that can be conceptualized and
designed to make a statement and leave a lasting impression.
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