- Mary MacLeod
What the Heck is Integrated Marketing?
Updated: May 9
Integrated marketing uses diverse methods and venues to influence buyers throughout their complicated customer journeys by finding them online and serving them targeted messages. It's not rocket science, but it's easy to forget that these elements should build upon one another to continue an ongoing dialogue with your customers from before the evaluation stage straight through the post-purchase phase.
This approach is critical in sustainability communications, where simplistic or hazy environmental claims can lead to easy attention-grabbing hits. However, using this approach alone, in my opinion, does not lead to long-term brand value but results in a marketplace flooded with confusing "green" claims and jaded and distrustful consumers.
And while we all want to take the shortest path to victory, when it comes to sustainability claims, take serious customers seriously; they will be your most valuable brand influencers once converted.
The digital levers (e.g., owned, paid, and earned media) may be the same. Still, the content strategy must be evidence-based, including third-party studies, endorsements, and access to transparent and detailed product information. The challenge here is making it enjoyable. Please look at this FilterPave advertisement as an example of how we implemented this approach for our clients.
Read more about our method and approach in our blog and see some examples of our work here.