Incorporated or Integrated marketing is much and little depending on one's perspective. There are those who believe it refers to maximizing a marketing-mix (e.g., integrated media) brought to bear on a targeted audience in support of a product or service being offered in the marketplace. Integrated marketing communications (IMC) extends beyond this in that it assumes the perspective of the customer or prospect in developing marketing communications. It takes into account controlled and uncontrolled communications, outgoing messages as well as customer- or prospect-initiated communications (e.g., how the telephone is answered in your office is a form of communications). It is a bit more complicated than this but not much.

As to your question regarding how using it would be beneficial to build your staffing client base, I believe it would be very beneficial. IMC requires you to genuinely understand your customers and prospects, including understanding their needs regarding staffing, understanding how, when, and where they are most receptive to communicated messages, and understanding how to foster mutually beneficial ongoing conversations.

The emphasis on marketplace conversations, of course, encourages the use of interactive media, including the Internet. Another simple way to look at integrated marketing is to think about your customer (your target, ideal customer) and analyze all media that you'll need to use in order to reach him/her with your message.

Incorporated or Integrated marketing also deals with managing those media so that you coordinate activities that will generate a higher impact when combined. Different customers will require a combination of different media. In your case, you need to come up with the ideal combination (radio, TV, newspaper, etc.) that your budget allows and draw up a plan to use them in the most effective way possible. This is particularly so with integrated marketing communications (IMC) which extends far beyond the mere bundling of media for synergy's sake. As one of the key premises of IMC is "data-driven, purposeful dialogue with customers, prospects and stakeholders," it would seem positioned to avoid the potential failures of mere "integrated marketing" as identified in the article you recommend, including incorrect strategic assumptions, poor communication, and inferior tactical execution. If you are having meaningful and mutually beneficial marketplace conversations with customers and prospects, there should be no incorrect assumptions, poor communications, or problems with tactical execution.

It would seem to be in its ability to identify the pitfalls in misunderstanding the potential of integrated marketing when the focus continues to be on marketing as something done to customers rather than with customers at a time when consumers are increasingly insisting on being co-creators of value in the marketplace. IMC presents the concept of integrated philosophy/way of thinking which governs all the business tactics of communication (advertising, sales promotion, public relations).

In other words, all the approaches in order to communicate a message whether this is via advertising, or sales promotion or public relations, must rely on the same axis of communication. Starting from the needs of the customer, all the different actions of creating and implementing the communication strategy are harmonized under the same concept (with a unified voice, unified message), in this way the final consumer will have a unified perception for the product or service and will be motivated to take action (trial or re-buy of the product) in simple words, IMC means exploiting all the means to promote a product from formal advertising to arranging interviews and press conferences in order to activate positive publicity! IMC may even include handing out leaflets or exploiting word of mouth.