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


Is it time to detox your marketing strategy?

January is typically a time to say goodbye to old habits and introduce some new ones. It might be a time to declutter the wardrobes, put a stop to the chocolate addiction, or take up more exercise. And, why not extend those resolutions to your business marketing campaigns too? The start of a new year […]


Posted on
Let’s jilt the jargon for 2020!

No matter where you work, chances are you’ll have heard more than your fair share of business-related jargon being spouted during meetings. From ‘reinventing the wheel’ to ‘singing from the same hymn sheet’ isn’t it about time we jilted the jargon and bring back plain English? It’s probably fair to say that it’s us PR […]


Posted on
A look back at 2019

It’s safe to say that 2019 has been another fantastic year for Skout. We’ve continued our upwards growth trajectory and we’ve been working hard to grow the team and our fantastic and diverse client base. Here’s a quick look back at 2019 and some of our highlights; The team The Skout team has seen four […]


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