Traditionally, marketing professionals manage campaigns that integrate public relations, advertising, promotion, digital and social marketing disciplines to deliver consistent messages across all media. The advocates of integrated marketing state it improves the cost and increases the results of marketing campaigns compared with those utilising only a single marketing tool. Gaining experience in mixed marketing leads to career opportunities in advertising agencies, marketing and communications consultancies and in-house marketing departments. If you are looking to build on your skills and have a positive impact on your pay packet, look into the modern world of Integrated Marketing.
Project management skills are essential when it comes to coordinating the efforts and input of a wide range of different internal and external customers. They, therefore, must possess and utilize excellent team working skills as they may be working alongside specialists from each of the singular marketing disciplines. These professionals then combine analytic and communication skills with a unique understanding of the full range of marketing techniques.
A bachelor’s degree in marketing, mass communication, journalism, public relations or business is an essential qualification for a career in marketing. Some universities and education centres also offer specific courses covering integrated marketing that focuses on promotions, communications, advertising and Public Relations. This then leads to a bachelor’s degree in Marketing. Graduates can also study for the higher qualification of Master of Integrated Marketing Communications. Some companies have introduced integrated marketing communications graduate programs, due to the importance of the role within their organization.
Marketing professionals must have experience in a role such as advertising, public relations, marketing management or marketing communications, to develop the knowledge and skills to manage integrated campaigns. They should also have experience of developing successful campaigns across a wide range of formats including print, digital and broadcast advertising, PR, direct marketing, sales promotion, event management and relationship marketing.
Integrated marketing professionals will understand the requirements and any benefits of these types of campaigns. They must understand how different elements work together to reinforce each other and improve results. An integrated campaign may utilize direct marketing with a sales incentive program to follow up any press advertising. The aim here is to achieve a more significant number of brand new customers than advertising on its own could deliver. These professionals should also be aware of the importance of communicating consistent messages and brand images across all elements of such an integrated campaign.
Advertising, marketing and promotions managers held 216,800 jobs in the U.S. in 2010 with a median annual salary of $108,260, according to the U.S. Bureau of Labor Statistics. However, not yet all agencies or marketing departments offer integrated marketing services. Some advertising agencies position themselves as integrated marketing agencies, either developing in-house services or sourcing the services they need from external suppliers. Companies with marketing departments that use a wide range of marketing tools may also offer opportunities for integrated marketing professionals.
Advertising, promotions, and marketing managers earn an average annual salary of $127,370 according to the U.S. Bureau of Labor Statistics. In 2016, 249,600 people were employed in the U.S. as advertising, promotions, and marketing managers. This figure above is only set to rise as the popularity and necessity of the role continues to grow.
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