Integrated Marketing

This one helps you think through channel strategy and stop mixing up programs, channels, and campaigns. It walks you through the PESO model (paid, earned, shared, owned), maps channels to customer journey stages, and gives you a framework for evaluating which channels are worth your time based on cost, measurability, and fit. The growth metrics by stage table is helpful for avoiding vanity metrics. It's opinionated about owned media as the anchor and warns against chasing traffic at the expense of actual conversions. Good for when you're planning a launch or trying to coordinate multiple channels without creating a fragmented mess. Pairs well with the channel-specific skills for execution details.

skills.sh installs: 1.1K
GitHub stars: 1.1K
last updated: Aug 21, 2026

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Install

$ npx -y skills add kostja94/marketing-skills --skill integrated-marketing --agent claude-code

Installs into .claude/skills of the current project.

Files

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.