Integrated marketing relies on being able to capitalize across channels and disciplines that were once, and often still are, perceived as unique "silos" in the marcom universe: Each discipline can do great work, yet typically mainly serves the goals of that department.
PR and social media are about creating and spreading fame. Driving
awareness and positive impressions relies on being top of mind, being
present, and being found. And, as each day passes, the importance of
ongoing SEO becomes even more critical.
To achieve the greatest publicity—being found and heard from, both
online and offline—we have to transition away from the way we think
about marketing in general. Having all functions of marketing, from PR
to SEO/SEM to social media, working on a planar level increases the
power of the keyword strategy.
Here's how marketing used to look: