Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era

9. Integration

Now that you understand the different media types and the different techniques, it’s time to put them all together. You’re going to face different levels of integration: horizontal, vertical, internal, external, and data. What you want, however, is a complete circle that fluidly incorporates all the levels into one. Hence, the marketing round.

To better understand how you’re going to integrate, look at each of the levels.

Horizontal Integration

Horizontal integration is across business functions, such as finance, sales, distribution, marketing, and communication. All the business functions work together and are conscious of how their decisions and actions affect customers. It occurs when the entire company is working toward one ...