Integrated Marketing is about allowing marketing decision-makers to view the entire marketing process from beginning to end. This provides insight into which combination of tactics will drive the highest returns (ROI).

In the past, promoting one's self via marketing primarily meant utilizing a variety of offline strategies: creating a brand name and promoting a product/service via traditional print (newspaper, magazine), public relations, industry relations, outdoor (billboard, metro signage), traditional radio/television, and direct mail campaigns. However, with the advent of the Internet, marketers now have the medium of "cyberspace" to ply their trade and employ strategies that not only utilize traditional promotional mix elements but integrate the use of online technologies to help organizations concentrate their resources in order to achieve their goals set forth as part of their strategic objectives. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to the latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet radio, and Internet TV.

Integrated marketing is based on a master marketing plan that coordinates efforts in all components of the marketing mix. A marketing plan consists of the following steps:
• Situation analysis
• Marketing objectives
• Marketing budget

A formula to strategic success is a marketing plan that provides reverse transparency by mapping marketing strategies and initiatives/tactics that are employed to an organization's strategic goals and objectives. This reverse transparency allows organizations to successfully engage their customers, membership, stakeholders, and even competitors.
Additionally, this reverse transparency or linkage allows organizational leadership to build consensus around the marketing strategy and tactics that are implemented.

Because the Internet has changed the way business is done,marketing once seen as a one way with firms broadcasting their offerings and value proposition is now seen more as a conversation between marketers and customers. Promotion (one element of the marketing mix) aside from its traditional activities (advertising, sales promotion, direct marketing, sponsorship marketing, public relations and personal selling), now includes Internet marketing and a more evolved use of data-driven (database) marketing. With all these multi-channels, organizations need to apply an integrated marketing communications strategy to ensure consistency of message and the complementary use of media.

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