003 Name Skill 558fa34f

---
name: strategies-integrated-marketing
description: When the user wants to plan integrated marketing, coordinate channels, or clarify program vs channel vs campaign. Also use when the user mentions "IMC," "integrated marketing," "channel mix," "marketing program," "PESO model," or "整合营销."
metadata:
  version: 1.0.0
---

# Strategies: Integrated Marketing (IMC)

Guides Integrated Marketing Communications (IMC) strategy. IMC coordinates all marketing channels to deliver a consistent message and unified customer experience. Companies using integrated approaches achieve ~25% higher marketing ROI; optimized channel mixes outperform by ~27% in acquisition efficiency.

**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Program vs. Channel vs. Campaign

| Term | Definition | Examples |
|------|------------|----------|
| **Program** | High-level strategy; collection of channels to achieve a discrete goal | Thought leadership program, lifecycle program, loyalty program |
| **Channel** | Specific medium/platform for communication | Email, LinkedIn, SEO, paid ads, events |
| **Campaign** | Time-bound initiative using one or more channels | Product launch, seasonal sale, holiday giveaway |

**Relationship**: Program contains campaigns; campaigns use channels. Avoid using terms interchangeably.

## PESO Model

Organize communications into four integrated categories:

| Type | Examples | Role |
|------|----------|------|
| **Paid** | Ads, sponsored content, influencer partnerships | Immediate reach, targeting |
| **Earned** | PR, media coverage, organic mentions | Authority, credibility |
| **Shared** | Social engagement, co-created content, EGC | Community, authenticity |
| **Owned** | Website, blog, email, content hub | Strategic foundation; anchor |

**Best practice**: Owned media as anchor; sequence PESO intentionally. Integration over silos--all four work together for synergy.

## Channel Evaluation Framework

When selecting channels, evaluate across:

| Variable | Question |
|---------|----------|
| **Goal** | Awareness, acquisition, loyalty? |
| **Cost** | Budget; CAC vs LTV |
| **Measurability** | Can you attribute impact? ROI clarity? |
| **Speed** | Time to full impact |
| **Scale** | How big can this channel get? |
| **Fit** | Does target audience use it? |
| **Effort** | Resources to set up and maintain |

## Example Programs

| Program | Channels | Goal |
|---------|----------|------|
| **Thought leadership** | PR, social, influencers, spokespeople, events | Brand authority |
| **Lifecycle** | Email, website chat, retargeting, SMS | Conversion, retention |
| **Loyalty** | Email campaigns, promotions, personalized offers | Retention |
| **Brand awareness** | Content marketing, influencer partnerships, PR | Reach |

## IMC Best Practices

- **Message consistency**: Same core message across channels; adapt for each medium
- **Start focused**: 2-3 connected channels first; prove ROI before expanding
- **Map to funnel**: Assign channels to awareness, consideration, decision
- **Unified measurement**: Single framework tracking shared goals; avoid channel-only reporting
- **Cross-channel attribution**: Link channels to determine true performance

## Output Format

- **Program** definition and goal
- **Channel** selection with evaluation rationale
- **PESO** mapping (which channels = paid/earned/shared/owned)
- **Campaign** structure (if applicable)
- **Measurement** approach

## Related Skills

- **channels-affiliate, channels-community-forum, channels-creator-program, channels-directories, channels-egc, channels-email-marketing, channels-influencer, channels-referral**: Specific channel tactics
- **strategies-geo**: GEO as channel for AI search visibility
- **analytics-traffic**: Attribution, UTM, multi-channel reporting
- **analytics-tracking**: GA4, event tracking across channels
- **seo-content-content-strategy**: Content as owned media pillar

## References

- [Integrated Marketing Communications Strategy 2025 - Topmost Ads](https://topmostads.com/integrated-marketing-communications-strategy-2025-guide/)
- [PESO Model in 2026 - Spin Sucks](https://spinsucks.com/communication/peso-model-in-2026/)
- [Marketing Program vs Campaign - The Big Marketing](https://thebigmarketing.com/marketing-program-vs-campaign/)
- [Channel Menu 2025 - Kevan Lee](https://newsletter.aroundthebonfire.com/p/604-channel-menu-2025)