An Intro to Integrated Strategy: No More Random Acts of Marketing

Many businesses chase every new marketing trend, only to find that it doesn’t connect with what was done last month—or even last week. This is often the result of random acts of marketing: a Facebook campaign here, a press release there, and some influencer outreach sprinkled on top. Each tactic can be powerful in its own right, but the most meaningful results emerge when these efforts are pulled together into an integrated strategy.

At Marino we frequently run internal workshops for our staff and a holistic marketing approach was a recent topic - from understanding brand fundamentals to layering on earned media, influencer engagement, and everything in between— it’s important to understand broad strategies across tactics to keep client’s goals moving in the same direction.

1. The “Soup” of Marketing Tactics

The modern marketing world is brimming with possibilities. But that can also lead to paralysis around which direction to go. Between SEO, social media, influencer partnerships, performance marketing, and more traditional advertising, it can feel like a giant pot of ingredients.

The Problem: Many businesses mix these tactics together, hoping that something sticks. A random “soup” of marketing efforts often leads to mixed messaging and wasted budgets. Taking a step back to plan out a cohesive recipe is key to avoiding overwhelm and ensuring a clear, consistent brand message.

2. Group Tactics Around Goals

Effective integrated marketing starts with grouping tactics by desired outcomes. Rather than doing only what you’ve done in the past, taking the time to understand where you want to go is essential to figuring out the best way to get there. While there are of course different sets of circumstance for each project, the below represents some common goals with their traditional tactics:

Reputation / Engagement

• Organic social media
• Influencers
• Community management
• Thought leadership
• Earned media

Awareness / Impressions

• Traditional advertising
• Earned media

Sales / Leads / Actions

• Performance marketing
• paid social
• Email marketing

Traffic

• SEO
• Blogs
• Thought Leadership

Brand

• Visual style
• Brand messaging
• Testimonial videos

Marketing Infrastructure

• Website
• Coding
• Third-party tools

Organizing in this way highlights any gaps. For example, if a client wants brand awareness but lacks basic marketing infrastructure (outdated website, no landing pages), that gap becomes the logical starting point.

3. A Simple Roadmap

Once relevant tactics and goals are identified, lay them out in a rough sequence to see how they flow together. A common pathway looks like this:

1. Brand – Solidify identity, messaging, visuals.
2. Marketing Infrastructure – Build or optimize websites and tools for analytics, lead capture, or e-commerce.
3. Awareness – Use advertising or PR to reach new audiences.
4. Engagement – Offer interactive or community-driven efforts (e.g., social contests, influencer campaigns).
5. Traffic – Implement SEO strategies, publish blog content, refine landing pages.
6. Sales / Leads / Actions – Drive conversions through performance marketing, email nurturing, or targeted social ads.

This progression ensures that a flood of traffic is not sent to a half-baked website, and that brand awareness is not built around a fuzzy, inconsistent message. Each step builds on the last for a cohesive experience.

4. Tactic Flow: From Brand Message to Email Marketing

An example of a tactical sequence might be:

1. Brand Messaging – Pin down the company’s voice and positioning.
2. Website – Ensure design, copy, and user experience reflect that messaging.
3. Earned Media – Spread the word through press coverage and guest articles.
4. Thought Leadership – Elevate key team members or executives as industry experts.
5. Blogs – Provide fresh, SEO-friendly content that educates and drives traffic.
6. Email Marketing – Nurture warm leads, engage current customers, and reinforce brand identity.

Each tactic builds upon the foundation laid by the previous step. By the time email campaigns are deployed, the brand identity is established, the website is optimized to convert, and thought leadership pieces demonstrate expertise.

5. The Bottom Line

Integrated marketing is about strategic alignment, ensuring that every channel, every piece of content, and every campaign works together under a unified brand message and the same objectives.

• Avoid scattering efforts with random “one-and-done” campaigns.
• Layer tactics to reinforce each other.
• Continuously measure and refine as new channels emerge or new opportunities arise.

When a strategy moves in unison, it leads to stronger brand recognition, more meaningful engagement, and higher returns on marketing investments.

Taking the time to clarify goals, organize tactics into goal-based categories, and build a logical sequence puts an end to random acts of marketing. This integrated approach amplifies messaging, boosts campaign performance, and delivers consistent, trackable results.