09 May 2016
Integrated Marketing Communications

Three Reasons Why You Need an Integrated Marketing Strategy

Small businesses these days are losing faith in their marketing agencies and the strategies they offer for a number of reasons. Obviously, if a marketing plan isn’t focused on their target audience or it doesn’t highlight the best attributes of a business to bring in more foot traffic and web traffic, it’s easy to lose faith. However, even the best marketing strategies—those designed to penetrate the ideal customer market for a business and make the business’s services more visible to more people—can fail if they aren’t strategically working with all marketing efforts.

Good marketing efforts should not confined to only one channel. The best marketing strategies work well off of one another in a complimentary role. Each marketing initiative should work well with all the others. An effective marketing strategy is a machine of initiatives that work together to achieve your business goals. Here are three simple reasons why the best marketing strategies are those that contain integrated marketing initiatives:

  • They target your audience on all media. I alluded to this before, but a truly integrated marketing strategy puts your brand in front of your audience on all social media channels, making it easy for customers to find your business on search engines like Google. Smart marketing agencies can figure out how to make all of their work create as many opportunities as possible for your business to help your target audience find your brand on the medium of their choice.
  • They keep your message consistent and simple. Integrated marketing initiatives are by definition created to keep your message consistent. Your business prospers when people know what they can expect when they patronize it. You can develop this consistency by syncing all of your marketing initiatives up to the same look, the same message, and even the same language in some instances. This is the key to building a recognizable and popular brand within a community.
  • They build on each other. Marketing strategies that compliment each other can help you tell a story. They add some narrative to your marketing messages. Even if the narrative is a simple message that adds to the story of your brand, people will expect and even anticipate new advertisements that add to the story.

These days, the Internet is a powerful tool that can be easily misused in marketing. Marketing initiatives that work together to tell a story and construct a positive image of your brand will draw many more customers both over the Internet and in a brick-and-mortar store. A smart marketing agency can create initiatives that work together to paint a picture of your brand and represent it well to potential and returning customers, making them feel positive about giving you their money.



Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.