Integrated marketing is the use of two or more marketing channels to sell a product or service. The same message is sent via multiple marketing channels, such as web, radio, TV, and postal mail. By using several channels, you widen the exposure of a company’s brand or product.

With integrated marketing, you create a product message that is both consistent with and relevant to the target customer. You can produce campaigns with unified messaging for TV, radio, Web, and newspaper print ads. The keywords, the unique selling proposition (USP), the messaging, the look, the sound, and the customer can all be unified into a broad ad campaign that works in multiple channels.

Today, a marketing team can use software from Unica or Omniture to launch and manage literally thousands of campaigns. By switching to digital technology, we can begin to track data. Thus the field of analytics came into play. At first, there were simple web stats packages that allowed the IT team to manage websites by raw aggregate numbers. They tracked visits, page views, and similar, to see if they had to add more capacity. Marketing and sales took over the websites, and they needed tools to track sales. As a result, the first business analytics tools were created. In the last year, analytics has undergone rapid evolution. The ability to track websites and PPC can be expanded into other digital campaigns.

The goal for marketers is to optimize the customer’s experience. This means giving your customer what they want, when they want it, in the media form they want it in. This is the way for businesses to open the pocket books of their customers.