Download Integrate: A Practitioner’s Guide to an Integrated Marketing Strategy
How to align your marketing across every paid, owned, earned, technical, insights and creative channel, online and offline. Written by Ann Stanley, Founder and CTO of Anicca Digital, after 20 years of building integrated campaigns for clients.
What you will learn
A practical, modern framework for joining up every part of your marketing, from first touch to final conversion, across every channel your customer uses.
The POETIC framework
A six-part model covering Paid, Owned, Earned, Technical, Insights and Creative. The foundation of a modern integrated strategy.
Multi-channel touchpoints
Search, social, display, marketplaces and offline. How customers move between channels, and how to be present at every step.
Measurement that works
Tag management, analytics, attribution and conversion reporting. Know what is working, where the money is, and what to fix.
Data integration
Server-side tracking, conversion APIs and joining up CRM, MAS and advertising platforms so your data flows end to end.
Audits and planning
How to audit what you already have, leverage existing assets, break down silos and plan a strategy teams can actually execute.
Creative and CRM leverage
How to use creative consistently across channels and get more out of the CRM and marketing automation tools you already own.
Who is this for?
Written for people who run marketing teams, own businesses, or work hands-on across multiple channels, whatever your starting point.
Marketing Managers
Heads of Marketing and Marketing Directors looking for a clear framework to align teams, channels and measurement without reinventing the wheel.
Business Owners
Founders and MDs who want to understand how integrated marketing actually works, what to ask of their team or agency, and where the real returns come from.
Digital Specialists
Paid media, SEO, social, email and analytics practitioners who want to broaden beyond their own channel and contribute to a joined-up strategy.
What makes this guide different
Most marketing books are written by theorists, consultants or platform specialists who only know their own slice. This one is written by a practitioner who has spent 20 years running integrated campaigns across every channel for real clients with real budgets.
It answers the questions marketers and business owners actually ask:
- How do I join up my paid, organic and email?
- What should I measure and what should I ignore?
- How do I break down the silos in my team?
- Where is the real return on my marketing spend?
The POETIC framework
At the heart of the book is POETIC, a six-part model for structuring an integrated marketing strategy. It gives you a shared language across your team and a clear way to audit, plan and measure every piece of activity:
Every section of the book maps back to POETIC, so you can see exactly where a given tactic fits and how it connects to the rest of your activity.
Online and offline, joined up
Too many marketing books pretend offline does not exist. This one does not. It covers search, social, display, marketplaces, traditional media and hybrid approaches that use digital to amplify physical touchpoints. Because real customers do not live in one channel, and neither should your strategy.
- Multi-channel touchpoints – understand the full journey, not just the last click
- Breaking down silos – get PPC, SEO, social, email and CRM teams working to the same plan
- Creative consistency – use the same brand, message and assets across every channel
Written in the age of privacy and AI
This is not a book recycled from a 2010 blog post. Ann wrote Integrate in response to GDPR, the loss of third-party cookies, the shift to server-side tracking and conversion APIs, and the way customer journeys fragment across mobile, desktop, voice and AI assistants.
Everything is grounded in what actually works for Anicca Digital’s clients today. Every framework has been tested in the field. Every checklist is the kind of thing the Anicca team uses on live campaigns, not a theoretical exercise.
Written by a practitioner
Not a theorist, not a consultant. A marketer who has built integrated campaigns across every channel for 20 years, and is still doing it today.
Ready to integrate your marketing?
Download the full 86-page guide and start building a marketing strategy that actually joins up.
Download IntegrateGot a marketing question? Ask Anicca.
Our fortnightly digital marketing webinar runs every other Thursday at 2pm. Bring your questions on paid, organic, social, analytics, CRM, AI – whatever is on your desk this week – and get practical answers from the Anicca Digital team. It runs on the opposite week to the Thursday AI Club, so you can join both.
Free to join. No pitch, no sales deck, just practical answers.
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