Integrated marketing is an approach based on the consistent and systematic strategic creation and delivery of marketing messages and materials. By establishing consistency between different media and distribution points, particularly over the course of a period of time, brands can enjoy greater sustainability and coverage. The expenditure of dollars or resources for integrated campaigns works in a resonant way, benefiting from the messages that came before and continuing to provide momentum and strength for the messages that come thereafter.
While it is a somewhat different scope and more limited application, visual designers have traditionally experienced this effect in logo design. Many of the most powerful and lasting logos enjoy recognition and prominence as much for their consistency and long-term application as for the skill of design craftsmanship and quality of the end product. Integrated marketing takes those principles farther, extending them on an enterprise level to most marketing and communications-related tactics.
