Integrated marketing spans multiple media channels and marketing disciplines.
Pursuing an integrated marketing career requires knowledge and expertise in working with various forms of media and across multiple marketing disciplines. This can range from advertising, to public relations, online media, events and promotions. Advertising agencies and public relations firms provide the greatest opportunities to pursue an integrated marketing career. You get to work on a diverse scope of projects and gain experience in many media formats. You also get to work for a diverse range of clients and many types of brands and services, which provide valuable credentials to advance an integrated marketing career.
Definition
Integrated marketing creates continuity of efforts and executions.
Integrated marketing is designed to create continuity and synergy between various marketing functions. By executing integrated marketing strategies, companies strive to achieve set objectives and measurable results in terms of sales, market share growth, increased target audience awareness and brand loyalty.
Industry Strategies and Trends
Online advertising and shopper marketing are new media integrated marketing platforms.
The trend toward integrated marketing began in the late 1980s and started within advertising agencies. Firms began to acquire businesses or set up additional departments to expand the scope of service capabilities they could offer clients. They incorporated media buying departments, marketing research, events and promotions "under one roof." Clients became receptive to the concept. Agencies continue to leverage the practice, adding departments to provide online or new media capabilities.
Educational Requirements
A bachelor's degree in journalism, communications or art is often sought by those who want to pursue an integrated marketing career in creative services as a writer or art director. Most who elect to pursue an integrated marketing as an account executive, media buyer or marketing researcher often go beyond a bachelor's degree and obtain a master's in business administration (MBA). Some companies require an MBA to work on major multimillion-dollar accounts and marketing budgets.
Career Path Strategies
The key to success is to acquire experience across a wide spectrum of media and disciplines, working on a variety of accounts. For example, an art director would build a portfolio that includes television, print, promotions and online advertising. An account executive would develop a career strategy that demonstrates experience with various media as well multiple categories like consumer products, pharmaceuticals and financial services. Many account executives select this path as a basis to pursue an executive level position, become an entrepreneur or launch their own integrated marketing firm.
Track Record of Measurable Results
Regardless of the discipline chosen, integrated marketing career success requires developing a track record of measurable results. Continually look for projects that enable your efforts to contribute to increased sales, market share growth or that help take a new product from zero dollars to millions of dollars in sales by utilizing integrated marketing.
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