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John Spacey, December 12, 2016 updated on February 23, 2017
Integrated marketing is the practice of combining different elements of marketing so that they work together. This can occur at several different levels including communications, promotion, pricing, distribution, media relations, customer experience and products. The following are examples of integrated marketing.
Products & Marketing AppsMarketing apps that advertise new products and allow customers to buy products generally aren't popular as they don't offer much functionality. Integration of mobile apps with products makes them more attractive. If an app allows you to remotely control a product or view interesting statistics, it has a better chance to engage customers.Promotion & PricingAn advertising campaign to support a sales event.
Retail & Ecommerce DistributionUsing retail locations as small-scale distribution centers closer to customers to speed deliveries.Mass Media & Social MediaTV commercials that have potential to be shared in social media. Retail & Media RelationsUsing flagship retail locations as media relations centers that liaison with mass media representatives and social media influencers.
Ecommerce & Retail Sales A retail location that sells items via ecommerce tools that extend the location's inventory and selection. Retail & Digital RemarketingA customer visits a retail location and tries on a pair of shoes but doesn't buy them. Afterwards, they receive ads for the same shoes through digital channels such as an installed app.Mass Media & Person-to-PersonRetail sales representatives are shown TV commercials and other promotional communications as part of weekly staff meetings. The message behind promotional campaigns are shared with staff so that they can incorporate it into their communications with customers.
Pricing & ChannelsUnified pricing strategies across channels that are optimized together. For example, a pair of shoes might be cheaper through an ecommerce channel but they are available in stores several weeks earlier. This can act as a type of price discrimination whereby fans of a brand pay more if they want to be first to own your new products.
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