Question 1

What is an integrated marketing agency?

Accepted Answer

An integrated marketing agency is an agency that offers a full spectrum of marketing solutions, including branding, creative strategy, design, digital marketing, web development, and communication. Its team of experts specializes in various marketing areas, serving its clients with a uniform brand identity combined with different strategies that make up a holistic digital marketing campaign.

Integrated marketing companies also deliver multi-channel campaigns by weaving consistent brand messaging to audiences across platforms. The channels can be categorized as digital and traditional, namely:

Digital integrated marketing channels:

Social media: Platforms like Facebook, Instagram, and TikTok, among others, allow businesses to connect with their target audience directly or through influencers.
Email: Sending targeted emails is a powerful tool for nurturing leads, promoting products or services, and building customer loyalty.
Blogs: A platform to share valuable content with a targeted audience. Businesses can establish themselves as industry thought leaders, improving their websites’ search engine optimization (SEO) precisely through blogs.
Videos: A powerful, engaging format that captures attention, explains complex topics, and showcases brand personality. Agencies use videos for product demonstrations, explainer videos, customer testimonials, or behind-the-scenes glimpses into a company’s culture.
Podcasts: A trendy platform to reach niche audiences and build deeper connections through audio storytelling.

Traditional integrated marketing channels:

Print media: Newspapers, magazines, and brochures can still be effective for reaching specific demographics or complementing digital campaigns. They offer a tangible touchpoint and can be strategically placed in relevant publications.
Direct mail: Sending physical promotional materials like flyers or catalogs to potential customers can be an excellent way to personalize outreach.
TV and radio: These traditional broadcast mediums offer broad reach, but audience targeting is less precise than digital channels. However, they can be impactful in building brand awareness or promoting specific events.
Out-of-home (OOH) advertising: Billboards, signage, and other placements in high-traffic areas can create lasting brand impressions and product visibility. OOH advertising can be particularly effective for local businesses or geographically targeted campaigns.

Integrated marketing agencies needed to be consistent and updated to keep up with the shifting customer purchasing behaviors. Consumers use more than one channel to get to know a brand.

Data from Proxima Group shows that companies waste almost 60% of their digital budgets on non-human traffic and poor viewability and placement. The challenges mentioned highlight the need to establish a more targeted and consistent brand across channels, especially if it takes 5 to 7 brand impressions before a customer remembers a brand.

An integrated marketing company helps brands align their identities to their strategies, overcome disjointed marketing, and connect better to their audience. One example is the case study of CNC Masters, a leading manufacturer of desktop and tabletop machines. The client contacted Sitemap.io to grow their online presence and lower the cost per lead.

Sitemap.io deployed an integrated marketing approach by combining content marketing, SEO, and lead generation services centered on the client’s ideal customer profile (ICP). This involved creating targeted content such as articles and white papers, designed for mid-size machining and industrial companies.

The team optimized product landing pages and strategic guest posting on relevant websites. Then, the team created a targeted email marketing funnel to keep potential customers engaged with relevant content and promotions.

As a result, CNC Masters gained the following wins, establishing itself as a leader in its niche industry:

Link-building initiatives increased online sales by 40% in 18 months
80% increase in product quote request
137% rise in organic visitors
30% hike in conversions from email marketing.

Question 2

What do integrated marketing agencies do?

Accepted Answer

Integrated marketing agencies offer a comprehensive suite of solutions, helping businesses implement a cohesive and effective marketing strategy. They take a comprehensive approach to marketing by combining different strategies and channels to provide a unified experience for consumers. Their main objective is to ensure that all aspects of marketing communication work together seamlessly to deliver a uniform message, boost brand awareness, and accomplish marketing goals. They have the expertise, resources, and tools to provide quality services to companies, such as:

Market research and analysis: Conduct thorough market research to understand your industry, competitor landscape, and target audience demographics and behavior.
Omnichannel strategy development: Build a unified marketing strategy that leverages multiple channels to deliver a consistent brand message and customer experience.
Branding and identity development: Create your brand logo, brand voice, and messaging that resonates with your target audience.
Content creation: Produce high-quality content like website copy, social media posts, blog articles, email marketing campaigns, and video content.
Graphic design: Design visual elements like brochures, presentations, infographics, and social media graphics that align with your brand identity.
Search engine optimization (SEO): Improve your website’s ranking in search engine results pages (SERPs) for relevant keywords to drive organic traffic.
Pay-per-click (PPC) advertising: Manage PPC campaigns across platforms like Google Ads and social media advertising to generate targeted leads.
Social media marketing: Develop and execute strategies to build brand awareness, engage with your audience, and drive conversions. Companies can utilize this by creating communities, running targeted ads, and interacting with potential and existing customers in a real-time conversation.
Email marketing: Nurture leads and convert them into paying customers. Effective email marketing involves segmenting your audience and sending personalized messages that resonate with their needs and interests.
Public relations (PR): Build positive relationships with the media and key influencers to generate brand awareness and credibility.
Print and broadcast advertising: While digital marketing dominates, some agencies still offer traditional advertising services like print ads, TV commercials, and radio ads.

An example of a successful integrated marketing strategy is the case study of Playback Now, a corporate event production company. The client contacted Digital Ink to improve its brand visibility online, tell their brand story, and generate leads through improved SEO.

Digital Ink started by giving the client’s visual branding a refreshed identity and crafted its personality as “little shoulder angels.” This embodied their commitment to collaboration and innovation and the integrated marketing firm uniformly presented it across all channels. The team compiled these in a brand book to serve as Playback Now’s guide for future marketing campaigns.

Moreover, Digital Ink revamped the client’s website and improved user experience and interface (UX/UI). It also launched content initiatives and populated its blog page to drive engagement and SEO.

As a result, Playback Now achieved the following wins:

Elevated and uniform look across all platforms
49% increase in organic traffic

Question 3

What is the difference between omnichannel marketing and integrated marketing agency?

Accepted Answer

While both use multiple platforms, omnichannel marketing differs from an integrated marketing agency by its focus. The table below gives a better overview of their differences.

	Omnichannel marketing agency	Integrated marketing agency
Focus	Delivers seamless consumer experience across all platforms	Consistency of a unified brand voice across all channels
Approach	Customer-centric	Brand-centric
Channel	Blending of online and on-ground platforms	Coordination of multiple channels to deliver a key message

Integrated marketing agencies prioritize consistency. They ensure your brand message and voice resonate across all platforms, creating a unified image. Their goal is to achieve specific business objectives, like boosting brand awareness, generating leads, or driving sales to foster customer loyalty and build a strong brand identity.

On the other hand, omnichannel marketing agencies prioritize the customer experience. They craft a seamless and personalized journey across online and offline touchpoints. An omnichannel marketing agency aims to provide a frictionless experience that guides customers toward conversion, enhancing engagement, loyalty, and overall satisfaction.

Question 4

How much do integrated marketing companies charge for their services?

Accepted Answer

Integrated marketing companies have varying pricing structures, but the final cost of an integrated campaign depends on the overall business needs. It’s important to understand how much a project will cost you at the minimum, then determine any potential add-on costs that could drive the final price up.

On DesignRush, the top 50 integrated marketing agencies charge an average of $127 per hour. Roughly 16.7% of the integrated marketing companies on DesignRush accept projects with a minimum budget of less than $1,000, while 5.5% require a $50,000+ minimum budget.

Question 5

Why should I hire an integrated marketing agency for my business?

Accepted Answer

You should hire an integrated marketing agency to ensure your brand message reaches the right audience on the right channel. The agency offers the whole solution package to help you attract more customers, build brand recognition, and increase revenue.

Extensive skillset: Integrated marketing agencies house a team of specialists in various marketing disciplines, including SEO, content marketing, social media marketing, email marketing, public relations (PR), and graphic design. This eliminates the need to hire and manage separate marketing teams for each channel, saving you time and resources.
Increasing brand visibility: By leveraging a multi-channel approach, integrated marketing companies can significantly improve your brand visibility and reach a wider audience. An Ipsos report also shows that 73% of consumers will likely trust a brand they know.
Ensuring brand uniformity: Agencies develop a comprehensive marketing strategy that provides a consistent brand message and voice across all marketing channels. This creates a stronger brand identity and builds trust with your target audience. According to a Marq report, 68% of respondents agree that consistent brand messaging increases revenue for their business.
Staying ahead of the curve: The marketing landscape is constantly evolving. Agencies stay updated on the latest trends, technologies, and best practices, ensuring your campaigns leverage the most effective strategies to reach your target audience.
Cost-effectiveness: Hiring an in-house team of experienced marketing professionals can be expensive. Integrated marketing agencies offer a cost-effective solution as you only pay for the services you need.
Accessing advanced marketing tools: Marketing agencies often have access to a wide range of marketing tools and technologies that can help you optimize your campaigns, track performance, and gain valuable customer insights. This can be a significant advantage, especially for smaller businesses that may not have the budget to invest in such tools.

One example of a successful integrated marketing initiative is the case study of Zenni, a prescription glasses business. Since the business didn’t have a marketing team, the client contacted WPromote to set up an integrated marketing plan to build the brand through paid and earned media.

Wpromote focused on improving Zenni’s cross-channel tracking and attribution to understand what marketing efforts produce results. Based on the gathered data, the team strategically combined the client’s online marketing efforts with TV advertising. The team cut costs by buying ad space directly from channels and collaborating with other companies through partnerships. It also implemented a test-and-learn approach to optimize campaigns and ensure Zenni is ahead of the competition.

The collaboration resulted in 51 million eyewear sales, translating to a 1,000% increase in revenue. Zenni achieved 20% of its holistic performance goals, surpassing bigger competitors and establishing its mark in the industry.

Question 6

How do I choose the best integrated marketing agency for my business?

Accepted Answer

Choosing the best integrated marketing agency for your business includes several steps to guarantee you find a partner that aligns with your business’ goals, values, and needs. From defining campaign goals to considering the market scope, evaluating expertise, and checking client testimonials, to name a few, choosing an ideal integrated marketing firm will require time and meticulousness. To choose the best integrated marketing agency for your business, follow these steps:

Identify campaign goals: Clearly define your business objectives when implementing an integrated marketing campaign. Are you aiming to increase brand awareness, generate leads, boost sales, or improve customer engagement?
Determine the target audience: List the demographics that you want to target. Having a clear idea of who your integrated marketing plan is for will make it easier for you and the company to find the service you need.
Consider the market scope: Determine the specific market channels you want to focus on. This step also involves setting a budget to guide your search for agencies that offer services within your price range.
Research potential partners: Browse online directories like DesignRush to find prospective integrated marketing agencies. Filter options based on your specific requirements, team size, and budget.
Evaluate industry expertise: Explore the integrated marketing agencies’ websites to learn about their areas of expertise, case studies with similar businesses, pricing models, and customer support. Look for agencies with experience working in your industry. This ensures they understand your niche market and its competitive landscape.
Request for a client portfolio and reference: Review the agency's portfolio to see if their past work aligns with your brand aesthetic and desired campaign outcomes. Focus on projects like yours in terms of size, budget, and industry.
Research client testimonials: Check authentic reviews on platforms like DesignRush or Google My Business to see what previous clients say about their experience working with the integrated marketing company. Inquire about their creative development process and ability to deliver high-quality content.
Shortlist the candidates: Narrow your options and communicate your intentions to work with them.
Send a request for proposal: Send them a request for proposal (RFP) and ask for a project breakdown, including milestones, scope, schedule, costs, and other desired deliverables.
Check the team members’ experience: Assess the qualifications of team members assigned to your project. Ask about their approach to market research, competitive analysis, and developing data-driven strategies.
Discuss ownership: Clarify who owns the rights to the creative materials developed by the agency for your project.
Make a choice: Review contracts and select the integrated marketing agency that best suits your goals, budget, and requirements.

If you need assistance connecting with companies that can draft appropriate proposals for your integrated marketing needs, explore DesignRush Marketplace. Our platform can help you narrow down possible partners — for free.

Question 7

How do I find the best integrated marketing company on DesignRush that fits my budget?

Accepted Answer

DesignRush can connect you with the ideal integrated marketing agency for your business regardless of your budget. We have a wide budget scope — whether you’re a small business seeking affordable options of under $1,000 or an established enterprise with a larger integrated marketing budget of over $50,000, there are agencies to fit your needs. We also have mid-range options starting at $25,000.

DesignRush goes beyond just budget. Our listings often include the agency’s hourly rates, giving you a clear picture of their pricing structure. While some agencies might require contacting the company directly, our platform provides an initial list to help you make an informed decision.

Each agency listing on DesignRush includes a portfolio showcasing past projects and client reviews. This allows you to assess their experience, expertise, and approach. By exploring these portfolios, you can gain valuable insights and confidently choose the integrated marketing agency that best aligns with your specific goals and budget.

Question 8

What are the key success metrics in an integrated marketing campaign?

Accepted Answer

The key success metrics in an integrated marketing campaign depend on the specific goals and objectives you set for the campaign. However, some general categories encompass a wide range of success factors. Here’s a breakdown of the key success metrics to consider across different campaign objectives:

Brand awareness and visibility:

Impressions: The total number of times your marketing message is displayed across various channels.
Reach: The number of unique individuals who saw your message.
Social media engagement: Likes, comments, shares, and mentions on social media platforms.
Website traffic: The total number of visitors to your website.
Brand search volume: Increase searches for your brand name or related keywords.

Lead generation and acquisition:

Cost per lead (CPL): The average cost to acquire a new lead.
Lead conversion rate: The percentage of website visitors who convert into qualified leads.
Marketing qualified leads (MQLs): Leads demonstrating a strong interest in your product or service.

Sales and conversions:

Conversion rate: The percentage of visitors who take a desired action, such as making a purchase or signing up for a free trial.
Customer acquisition cost (CAC): The average cost to acquire a new customer.
Return on investment (ROI): The net profit generated from the marketing campaign compared to the investment.

Customer engagement and loyalty:

Customer lifetime value (CLV): The total revenue a customer is expected to generate over their relationship with your brand.
Net promoter score (NPS): Measures customer satisfaction and loyalty by asking how likely they are to recommend your brand to others.
Website session duration: The average time users spend on your website.
Repeat website visits: The number of times users return to your website after their initial visit.

As far as channel-specific metrics go, we have the following categorization:

Email marketing: Open rates, click-through rates (CTRs), unsubscribe rates.
Content marketing: Website traffic generated from organic search, shares, and social mentions of content pieces, downloads of white papers, or eBooks.
Public relations (PR): Media mentions and brand sentiment analysis in online news articles and social media.

Question 9

What questions should I ask before hiring an integrated marketing agency?

Accepted Answer

Before hiring an integrated marketing agency, ask these questions to see if their services and expertise are the right fit for your business needs:

Its Relevant Background

What is your experience in handling clients in the same industry as ours?
Do you have a niche service?
What client success stories can you share with us?
What marketing channels do you cover?
How do you stay informed about industry trends and consumer behavior?

Company Services and Processes

How do you develop an integrated marketing plan?
What is your pricing structure? Are there any additional services that might cost extra?
What tools and technologies does your team use when devising a marketing plan?
How would you describe your collaboration process with a client?
How long does an integrated campaign usually last?
How do you differentiate our integrated marketing plan from other projects?
How do you ensure the effectiveness of an integrated marketing plan?
Do you outsource any of the tasks?

Relevant to Your Project

How will you study our target market?
What channels do you think are most beneficial to our brand?
How do you accommodate revisions from different key decision makers with varied feedback?
What is the process of approving assets and strategies?
What is your process for communication and reporting throughout the project lifecycle?
How do you deal with strategy changes in the middle of a project?
Do we get to claim the creative rights of the materials?

Question 10

What are the best integrated marketing agencies in the US?

Accepted Answer

Here are the best integrated marketing agencies in the US:

	Omnichannel marketing agency	Integrated marketing agency
Focus	Delivers seamless consumer experience across all platforms	Consistency of a unified brand voice across all channels
Approach	Customer-centric	Brand-centric
Channel	Blending of online and on-ground platforms	Coordination of multiple channels to deliver a key message

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