Integrated Marketing
Plan how email, SEO, paid, social, and events work together so solo builders ship one consistent message across every channel.
Overview
integrated-marketing is an agent skill most often used in Launch (also Grow and Validate) that plans Integrated Marketing Communications so channels deliver one consistent message and customer experience.
Install
npx skills add https://github.com/kostja94/marketing-skills --skill integrated-marketingWhat is this skill?
- Clarifies program vs channel vs campaign with examples so you scope work at the right level
- Guides full IMC strategy for consistent messaging and unified customer experience
- References PESO model, channel mix, and omnichannel / cross-channel planning
- Points to content-marketing when the need is editorial planning rather than channel coordination
- Cites ~25% higher marketing ROI for integrated approaches and ~27% acquisition-efficiency lift for optimized mixes
- Integrated marketing approaches are cited at ~25% higher marketing ROI
- Optimized channel mixes are cited at ~27% better acquisition efficiency
Adoption & trust: 767 installs on skills.sh; 586 GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You are running ads, email, and social in silos and customers hear conflicting stories with no clear program, channel, or campaign structure.
Who is it for?
Solo builders preparing or scaling go-to-market who need a coordinated channel strategy before committing budget or content calendars.
Skip if: Teams that only need a blog or SEO editorial plan—use content-marketing—or shops with an already-approved, locked channel playbook and no rebalancing.
When should I use this skill?
User wants integrated marketing, IMC, channel mix, marketing program, PESO, omnichannel, channel strategy, marketing mix, or cross-channel campaign planning.
What do I get? / Deliverables
You leave with an IMC-aligned channel mix and program/campaign framing your agent can execute across touchpoints instead of one-off channel hacks.
- Program vs channel vs campaign scope
- IMC-aligned channel mix and coordination plan
- Cross-channel campaign framing for agent follow-up execution
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Integrated marketing is where solo builders turn a launch plan into a coordinated channel mix and cross-channel campaigns—not a single-post tactic. Distribution is the canonical shelf because IMC is fundamentally about choosing and aligning channels (PESO, omnichannel) before and during go-to-market.
Where it fits
Align pricing and positioning messages before they diverge across landing page, email, and social proof.
Map PESO and channel mix for a coordinated product launch instead of posting ad hoc on each platform.
Tie lifecycle email, retargeting, and content programs so retention messaging matches acquisition creative.
Decide which channels amplify thought leadership without breaking a single brand narrative.
How it compares
Strategy for coordinating the whole marketing mix, not a single-channel SEO or content-calendar skill.
Common Questions / FAQ
Who is integrated-marketing for?
Solo and indie builders shipping products who must plan email, organic, paid, social, and events without a dedicated marketing ops team.
When should I use integrated-marketing?
Use it when planning launch distribution and channel mix, when rebalance grow lifecycle and content with paid, or during validate when you need positioning reflected consistently across channels—not for standalone blog planning.
Is integrated-marketing safe to install?
It is procedural marketing guidance with no built-in shell or API access; review the Security Audits panel on this page before adding any third-party skill to your agent.
SKILL.md
READMESKILL.md - Integrated Marketing
# 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. ## Growth Metrics by Stage | Stage | Focus metrics | |-------|----------------| | **Early (traffic)** | Website traffic; organic traffic; keyword rankings | | **Channel testing** | ROI (influencer), LTV (discount), ROAS (paid) | | **Monetization** | CAC, conversion rate | | **Scale** | MRR, ARR | **Principle**: Growth is a means, not an end—it serves conversion and monetization. Don't pursue traffic at the cost of user precision or long-term brand health. ## Customer Journey by Stage Map touchpoints across the lifecycle to avoid channel silos: | Stage | Touchpoints | |-------|-------------| | **Awareness** | PR, ads, word-of-mouth, email, PPC | | **Consideration** | Social ads, reviews, blog, media, direct email | | **Purchase** | Website, e-commerce, store | | **Retention** | FAQ, knowledge base, community forum | | **Advocacy** | Social, blog, promotions, newsletter | **Use**: Assign channels to stages; ensure handoffs (e.g. awareness → consideration) are intentional. See **growth-funnel** for AARRR framework. ## 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