What is the Difference Between Integrated Marketing & Cross-Channel Marketing?

Julian Pawley, July 31, 2018

Do you live in a state of confusion about what you should do with your ad campaigns? Perhaps you should think less about your ads and focus on your brand instead. Branding is much more important than individual ads when it comes to getting your business noticed.

What is cross-channel marketing?

Another concept that is often confused is cross-channel marketing. Cross-channel marketing involves the use of a variety of platforms on which to place your ads and content that complement each other. For example, you may have a central website that introduces your products and services to your target audience. You may then add a YouTube channel on which you will house content that helps customers see your products visually or an explainer video that shows them how to use a particular product.

Additionally, you may want to create a blog where you post updated information on your business plans and how what you are doing is going to help your target audience reach their goals or make their lives easier. Social media posts can also be added that emphasize the more critical points of your business or promote a specific product through pictures and videos that can easily be shared with others.

All of these things work together with a cross-channel marketing campaign by being able to present your message to your potential customers on a variety of channels and devices. This means more coverage to potential customers no matter where they come from or what type of device they are using.

Some people consider multi-channel marketing a more specific type of integrated marketing that takes into account the individual user, the mobile user, and the platforms that people are on to better target an audience. This may be true if the people creating the strategy know the demographics of each platform.

Integrated Marketing: Explained

It is easy to see how integrated marketing is often confused with multi-channel marketing. That’s because multi-channel marketing is almost always present in a fully integrated marketing strategy. However, integrated marketing is more an entire approach to creating a holistic and seamless online experience and interaction with your brand. It uses all aspects of marketing and multi-channel marketing to build a diversified campaign that includes all of the elements of communication and public relations. Multi-channel marketing is more specific to the needs of individual channels and tends to have a better understanding of the audience on those platforms.

It may seem that integrated marketing and cross-channel marketing are different types of strategies. In a way, they are. Multi-channel marketing focuses on the platforms where you place your message, where an integrated marketing approach assumes that you will use as many platforms as needed, while also using every other tool and resource to achieve your marketing goals.

Best of Both Worlds

A truly integrated marketing approach includes multi-channel marketing. That’s what we do at Jemsu. We understand the importance of using every type of advertising strategy that is needed to get your brand noticed. But we don’t stop there. We put your message on every platform that is appropriate for you while optimizing your media and other digital assets to get the best return on your investment.

Whichever way you want to go with your integrated marketing strategy, we can help. At JEMSU, we use both an integrated marketing approach and multi-channel marketing to get your message to your target audience. Contact us to learn more about how we can help you make your brand a household name. 

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