The marketing environment of today is complicated and dispersed. Because of the proliferation of numerous markets, platforms, and products, people are getting desensitised to advertisements. How then do businesses, especially direct-to-consumer (D2C) brands, get through the clutter? How can they attract fresh clients while also making time and money savings? Since not every company has the resources to invest hundreds of thousands, if not millions, of dollars in numerous marketing channels in order to reach their target market. Using integrated marketing is the solution.

It's about seamlessly integrating everything from commercials and sales promotions to PR and social media to target customers. Integrated marketing is more message focused. In 2010, Snickers launched its 'You're Not You When You're Hungry' campaign, which is still active today across social media, television, retail, and print. Although the implementation varies across various mediums and markets, the fundamental idea that your mood really changes when you're hungry remains the same. According to research, multichannel integrated advertising can outperform single or dual channel advertisements by a startling 300 percent.

It goes beyond simply running the same advertisements on many networks. The success of your campaign will depend on how well you relate to your target and how well you customise your message for each marketing channel. It involves narrating a recurrent story to generate feelings from your audience.

So, how do you begin building a successful integrated marketing campaign? How do you keep things consistent while also preventing your customers from getting bored?

In this edition, we try and answer these questions for you. The organizations featured herein are adept in devising memorable integrated marketing campaign that goes far beyond using the same tagline or color palette across every marketing channel. We hope these firms help you construct a coherent look and story that ties back to your brand values.