MARKETING 44.
Integrated marketing
Integrated Marketing refers to the process where marketers design and coordinate various marketing activities and programs to create, communicate, and deliver value to consumers in a way that the "whole is greater than the sum of its parts." The two primary themes in integrated marketing are:
(1) multiple marketing activities can collectively create, communicate, and deliver value, and
(2) marketers must consider how each marketing activity interacts with others when designing and implementing strategies.
For example, when a hospital purchases an MRI machine from General Electric’s Medical Systems division, it expects not only the product but also related services such as installation, maintenance, and training.
A company must develop an integrated channel strategy, assessing each channel’s direct impact on product sales and brand equity, as well as its indirect effects through interactions with other channels. All company communications should also be integrated, ensuring that all communication channels reinforce and complement each other. For instance, a marketer might use a combination of television, radio, print advertising, public relations, events, and digital platforms like websites, social media, and PR campaigns to ensure that each channel contributes independently while enhancing the effectiveness of the others. The aim is to maintain a consistent brand message across all touchpoints.
An example of a successful integrated marketing campaign is Iceland’s "Inspired by Iceland" campaign.
In 2008, Iceland suffered significant losses during the global financial crisis, followed by a volcanic eruption in April 2010, which disrupted air travel and led to widespread negative media coverage. Tourism, which accounted for around 20% of the country’s foreign income, saw a dramatic decline in bookings. In response, Iceland launched the "Inspired by Iceland" campaign, leveraging the insight that 80% of visitors to Iceland recommend it to others. The campaign encouraged Icelandic citizens to share their stories and promote the country through platforms like websites, Twitter, Facebook, and Vimeo. Celebrities such as Yoko Ono and Eric Clapton participated, and live concerts helped generate PR. The campaign was highly successful, leading to the creation of 22.5 million stories worldwide and a significant increase in tourist bookings beyond forecasts.
