The Integration Imperative: Make your marketing integration pay!

Posted on 17th October 2019 by Celine Goodier

page down

Traditionally, marketing is used to boost sales through brand visibility and PR centres on managing a company’s reputation by fostering bonds. However, the line between marketing and PR is becoming increasingly blurred.

Both industries overlap, mainly because PR is tilting towards digitalisation. Just like digital marketing, PR professionals must now use SEO, social media, link building and blogs with the hope of generating leads and boosting brand ranking within its target audience.

With this comes a shift in the way marketing works too, with much more emphasis on analytics and integration, without losing the strategic focus. Marketing is also being integrated into the wider business with expectations to buy-in to the strategy, take collective ownership of campaign themes and messages, and get behind content ideas that can be repurposed for every channel and across every phase of the funnel.  Marketing must integrate but it mustn’t disintegrate.

With audiences at the forefront of multiple channels, the strategy and story are applied equally to every tool and every campaign, and a roster of content is developed and constantly repurposed to suit every channel and assist at every stage of the funnel.

So, the thinking needs to be bigger and bolder. More people across the business need to be involved in the strategising. The resulting story must have real resonance. And thought must be given to the way it will play out across every channel.

In order to have your story reach a broader audience, you need to use as many (relevant) channels as possible. Having separate PR, digital and content teams, they must all working together in harmony to drive engagement and increase your search engine ranking quicker.

More than ever, recently, audiences are moving towards more emotional narratives. PR is changing, but its core value still remains the same. No matter the platform being used, a story with a soul is important, creating original and unique content that connects to the public.

For more information on how you can adopt an integrated marketing strategy, you can find tips, a detailed whitepaper and informative infographic on www.skoutpr.com/integration

BROWSE MORE CONTENT

Why is integration so crucial to B2B marketing success?

Integrated thinking B2B marketing – Interview with Sue Westhead Among her many talents, Sue Westhead is a serial Skout client. We’ve been her B2B PR agency in three separate roles over the past 10 years. One of the reasons we love working with Sue is that, like us, she’s a great integrated thinker when it […]

Read more...

Posted on
How long will it take for businesses to be viable again post-Covid-19? We partnered with Sapio Research to find out…

Covid-19 has brought a multitude of challenges for companies and many have had to rethink their business strategies to adapt to the current climate. To accommodate the changes and maintain operations, a large number of employers have used the government furlough scheme to help them through these times of uncertainty. Skout recently partnered with Sapio […]

Read more...

Posted on
B2B customer experience – a guide for marketers

Q&A with Sue Duris, M4 Communications This month we’ve kicked off our interview series called ‘To Be B2B’. We’re interviewing different B2B marketing experts for their perspectives on key aspects of the job. In this first post we’d like to introduce Sue Duris, an expert in B2B customer experience (CX) and customer marketing. Sue has […]

Read more...

Posted on

Get in touch?