Originally written for our PowerofWords.com.au blog, this article uses the overarching marketing principles of bigger companies to help smaller businesses grow and thrive. When you have an integrated marketing strategy, you can drive a marketing program with confidence. That means both planning and keeping track in order to measure and improve. What do the experts say integrated marketing is? Integrated Marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing of a brand… — SmartInsights blog We want to use internally-directed marketing strategies based on audience research and knowledge, rather than be: Driven by others’ marketing based on ‘hot trends’–and these may not work for your audience or offering Confusing strategy with tactics, e.g. posting on Facebook (which is a tactic) Unsure whether content marketing and social media sharing is really working.   Starting with Value for…