Integrated marketing became a buzzword in the late 1990s as companies began to incorporate online marketing into their overall marketing mix.
Ad agencies promoted their ability to integrate on- and offline programs, while marketers reorganized departments to more closely align product development, sales and marketing around the increased ability to market and sell online.
During the recession, integrated marketing took on new importance as companies strove to do more with less, working to make every marketing dollar count.
Now, as online becomes an established part of the marketing mix and budgets are picking up, integrated marketing is more about aligning strategic business objectives with marketing communications strategies to attain desired results—whether that’s online or off.
"Our clients don’t come to us and say they want an integrated program," said Carl Anderson, president-CEO of Doremus, New York, a unit of Omnicom Group.
"They come to us with a challenge and an objective from a marketing communications standpoint, and we align that with insight, knowledge and understanding of the marketplace," he said. "An idea has to be able to reach all stakeholders, using a cross section of media."
The four campaigns profiled on the following pages represent outstanding examples of campaigns that align marketers’ strategic business objectives with creative execution across a variety of media and bring positive outcomes.
In 2004, DHL Express USA launched a major rebranding campaign in the U.S. to establish the company as a top choice in shipping, taking on rivals FedEx Corp. and United Parcel Service of America.
Beginning in 2003, United Technologies Corp. launched a corporate branding campaign to bring its seven businesses together under one cohesive identity.
Last year, after Cingular Wireless acquired AT&T Wireless, the company launched a campaign that integrated the previously competing brands into a newly merged company.
And Kone Corp., a manufacturer of elevators, last year conducted a very focused integrated campaign around the launch of a new product aimed at architects.
Campaigns were nominated by BtoB staff, advertising agencies, marketers and media companies, and were selected based on their ability to integrate different elements successfully to achieve desired results.