e-Moonlighting.co.uk
Marketing services for small and medium companies

Glossary of Terms - Integrated Marketing

Integrated marketing is an approach to marketing that incorporates all the individual marketing disciplines into one co-ordinated and structured campaign. These individual marketing disciplines would usually include graphic design & branding, advertising, direct marketing, sales promotion, online marketing, public relations, affinity marketing, etc.

The advantage of integrated marketing is that every aspect of a brand or businesses marketing communication is conveying the same message. Integrated marketing also enables a brand or business to reach its target market with a variety of different media thus ensuring that it has the maximum opportunity to get its message across. As the integrated marketing campaign is usually developed by one marketing agency alone, often a specialist integrated marketing agency, it is also much easier to control the marketing communication message and co-ordinate the timing of the elements of the campaign.

Integrated marketing is often also referred to as ‘through the line’ marketing. This is because direct marketing and sales promotion agencies are usually called ‘below the line’ and advertising agencies called ‘above the line’, integrated marketing agencies of course perform all these functions. Integrated marketing would also very much encompass the online strategy for a brand or business and this would include both the design of the website, email marketing, banner advertising and driving the correct type of traffic to the website.

For a successful integrated marketing campaign it is vital to select the correct type and quality of professional assistance, few communication agencies have the experience to fulfil many individual marketing disciplines as required by integrated marketing.

All contents © 2007 Moonlighting (UK) Limited. All rights reserved. Technical Problems contact enquiries@e-Moonlighting.co.uk

Site Map - Glossary