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


Christmas campaigns: B2B vs B2C

At Skout, as you may have seen on our social feeds, we’ve already got our Christmas campaign in full swing! And no doubt, many other B2B companies will have also set the cogs in motion to capitalise on the festive season, whether that involves developing a creative festive-themed campaign idea, or simply using it as […]


Posted on
What role should social media play in this election?

Over six million people tuned in to watch Corbyn and Johnson go head to head in the first debate of the upcoming general election. But it wasn’t just what the two political parties were doing on camera that got the public’s attention. The Tories came under fire for renaming one of its Twitter accounts a […]


Posted on
Why SMEs should be surfing the podcast wave

In the not so distant past, the Skout team were visited by an agency which specialised in different methods of broadcast, and this got our cogs turning. Over the past few years, the popularity of the podcast has grown tremendously. Apple alone reported an increase of over 200,000 podcasts since June last year; and now […]


Posted on

Get in touch?


Marketing has come a long way from the traditional approach of single channel strategy.

Nowadays businesses are open to many more lines of communication with their potential customers. It is therefore imperative to target them across multiple channels to catch the same people, more effectively through multiple touch points.

Download our white paper to find out how to develop a fully integrated marketing strategy.

Download now