Marketing Essay: Integrated Marketing and Product Success Analysis

This essay provides a comprehensive overview of integrated marketing and its crucial role in determining a product's success. It defines integrated marketing as a strategy that emphasizes consistent brand messaging across various channels, including print, digital, and personal interactions. ...Read More

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author Note:

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Introduction:
The essay provides an insight into the importance of integrated marketing and its tools in
determining success of a product. Integrated marketing represents a marketing strategy which
focuses on the importance of seamless, multi-dimensional and consistent brand familiarity for
the consumers. This implies that each of the branding effort be it across radio, print, Internet,
television or person is mostly represented in similar fashion such that it is able to reinforce the
ultimate message of the brand. There are various tools of integrated marketing.
Discussion:
Importance of Integrated Marketing in Determining the Success of the Product
Integrated marketing helps in determining how the business communicates message
regarding the product across all the marketing channels (Luxton, Reid & Mavondo, 2015). The
success of the product is determined by the consistent message that integrated marketing
delivers. The integrated marketing also contributes towards building the brand image by lining
up the elements of the brands in a seamless manner. Whenever, the headers, logos, voice, content
and style of describing a product work together in tandem then it is able to maximize the impact
as well as carve a niche. A well carved strategy will also help in creating consumer experience
that will lead to better results for the marketed product (Blakeman, 2018). In addition to
reinforcing similar message in minds of consumers, integrated marketing tries to keep the goal as
well as the message crystal clear thereby determining the success of the product.
The tools of integrated marketing includes direct marketing, personal selling, advertising, social
media marketing, mobile marketing, sponsorships and sales promotion (Porcu, Del Barrio-Garcia
& Kitchen, 2017). Direct marketing happens to be one of the oldest communication forms where

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the organizations are able to communicate directly with the users via telephone, emails, text
messages, fax, brochure, promotional letter and catalogue. Personal selling on the other
hand indicates a face to face communication with end users with a motive of promotion of a
product thereby pursuing the buyer in making a purchase. It is considered as one of the effective
tools in integrated marketing as the salesperson can communicate directly with a buyer resolving
issues on the spot and improvise the pitch according to the buyer need. Advertising is another
integrated marketing tool which is non personal as well as paid. Marketing undertaken via this
tool is considered to be most effective since it is able to reach the mass audience within a shorter
time period. To determine the success of a product marketers only needed to make sure that the
right message gets delivered to the consumers in the right way (Patti et al., 2017). Marketing
through social media is also considered quite powerful as it involves negligible cost where a
huge number of users could be targeted at a single point in time. While the mobile marketing
tool involves communication with customers via mobile through sending text message.
Sponsorship as an integrated marketing tool that can create loyalty of the brand and helps in
differentiating a product with the competitors. Integrated marketing for a product can be also be
done via sales promotion tool which represents a short term incentive provided to the
consumers for accelerating sale through contests, discount coupons, premiums, sweepstakes,
samples, price packs, rebates and the lower cost financing deals
Conclusion:
On a concluding note, it can be said that, integrated marketing is a holistic approach
thereby ensuring consistent delivery of message across all the media. When a consistent message
is put across multiple platform then it helps in increasing likelihood of the target audience in
undertaking action in manner intended. When effectively used, integrated marketing helps in

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optimizing the spending by allowing the marketer to put across right amount of the money
towards the effective approaches for yielding best results.

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References:
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
marketing communications, 23(4), 351-370.
Porcu, L., Del Barrio-Garcia, S., & Kitchen, P. J. (2017). Measuring integrated marketing
communication by taking a broad organisational approach. European Journal of
Marketing.