Integrated Marketing Communications: One Agency, One Attribution Model.
Integrated.Social is London's integrated marketing communications agency for B2B brands that are tired of paying five separate agencies and receiving five separate reports that each claim credit for the same leads. We run SEO entity authority, AEO answer-first content, GEO cross-platform citation consistency, PPC amplification, and agentic AI automation as a single unified program with a single commercial accountability.
The five-invoice problem
Most B2B marketing directors are running four to six specialist agencies simultaneously: one for SEO, one for PPC, one for content, one for social, and sometimes one for AI strategy. Each agency optimizes for its own channel metrics. None of them can tell you how their work interacts with the others. At the end of the quarter, you receive five reports that each claim partial credit for the same leads, and you have no way to know which channels are actually driving revenue.
This is not a resourcing problem. It is an architecture problem. The solution is not to hire a better SEO agency or a better PPC agency. The solution is to integrate the channels under a single strategy, a single content calendar, and a single attribution model. That is what an integrated marketing communications program delivers.
The Integrated.Social IMC Framework
Five capabilities. One program. Every channel feeding the same attribution model.
SEO Entity Authority
We build the structured data, topical depth, and entity graph that makes your brand a trusted, citable source for Google and AI retrieval systems. This includes Schema.org implementation across every page type, KnowsAbout entity mapping, internal linking architecture, and Core Web Vitals optimisation.
What we measure
- Organic keyword rankings for commercial-intent queries
- Entity recognition in Google Knowledge Graph
- Structured data coverage across all page types
- Core Web Vitals: LCP under 2.5s, CLS under 0.1
AEO Answer-First Content
We engineer content to be cited in ChatGPT, Perplexity, and Google AI Overviews. Every piece is structured around the exact questions your buyers ask AI systems, with FAQPage schema, Speakable markup, and answer-dense paragraphs that AI systems can extract and cite verbatim.
What we measure
- Citation rate in ChatGPT and Perplexity responses
- Google AI Overview appearances for target queries
- FAQPage schema indexation rate
- Answer-first content coverage across the buyer journey
GEO Cross-Platform Citations
We ensure your brand is represented accurately and consistently across every AI and search platform. This includes Google Business Profile optimization, Bing Places, Apple Maps, industry directories, Reddit community presence, and the agency listing profiles that AI systems use as citation sources.
What we measure
- Brand citation consistency across 12+ AI platforms
- Google Business Profile completeness score
- Industry directory listing coverage
- AI share of voice across ChatGPT, Perplexity, Gemini
PPC and Performance Max
We use paid channels to accelerate organic signals and retarget high-intent audiences who have already encountered your brand through organic or AI-referred touchpoints. Performance Max campaigns are structured around the same persona and intent data that drives the organic program, creating a compounding effect rather than two separate strategies.
What we measure
- Pipeline contribution from paid channels
- Cost per qualified lead from PPC
- Retargeting conversion rate from organic audiences
- Performance Max asset quality and conversion volume
Agentic AI Automation
We deploy AI agents that monitor which buyer questions your brand is not answering in AI systems, produce new content to close those gaps, and track citation rate changes monthly. The program improves automatically rather than stagnating between retainer reviews.
What we measure
- Monthly AI citation gap reports
- Automated content production for identified gaps
- Schema update frequency
- Time from gap identification to content live
IMC agency vs. specialist agency vs. in-house
The model that is right for your business depends on your sales cycle, buying committee complexity, and attribution requirements. Here is an honest comparison.
| Dimension | IMC Agency (Integrated.Social) | Specialist Agency | In-House Team |
|---|---|---|---|
| Attribution model | Single unified model across all channels | Per-channel reporting, no cross-channel view | Usually GA4 only, no paid/organic integration |
| AI citation tracking | Monthly share of voice across ChatGPT, Perplexity, Gemini | Not tracked (outside SEO scope) | Rarely tracked, no tooling |
| Channel integration | SEO, AEO, GEO, PPC, and agentic AI in one program | One channel, no coordination with others | Multiple tools, coordination burden on team |
| Content strategy | Unified buyer journey mapped across all touchpoints | Channel-specific content, no journey view | Often reactive, campaign-driven |
| Speed to insight | Monthly unified dashboard with commentary | Monthly channel report, no context | Depends on team capacity, often quarterly |
| Cost structure | Single retainer, outcome-based options available | Per-channel retainer, multiplied by number of agencies | Salary overhead plus tool stack |
| Accountability | One partner accountable for pipeline contribution | Each agency accountable only for its channel | Internal team, no external accountability |
Five questions to ask any agency claiming to be integrated
These questions have specific, testable answers. If an agency cannot answer them clearly, they are not genuinely integrated.
"Can you show me how a lead from a ChatGPT citation flows through to a closed deal in your attribution model?"
Why this matters: Any agency claiming to be integrated in 2026 must be able to trace AI-referred traffic to revenue. If they cannot answer this, they are not truly integrated.
"Which of your clients has the highest AI citation share of voice in their category, and how did you achieve it?"
Why this matters: This tests whether they have a repeatable methodology for AI citation, or whether it is a side effect of their SEO work.
"How do you coordinate the content calendar between SEO, PPC, and social so they reinforce each other rather than compete?"
Why this matters: Genuine integration requires a shared content calendar and a shared brief. Agencies that run channels in silos will not have a clear answer.
"What does your monthly reporting cover, and who owns the attribution model?"
Why this matters: The answer reveals whether they have a unified view of performance or whether they will send you five separate reports and leave you to synthesise them.
"How do you handle the transition if we decide to bring one channel in-house?"
Why this matters: A mature integrated agency has a clear handover process. An agency that is defensive about this question is protecting channel revenue, not your interests.
IMC in the AI Era: Further Reading
What an IMC Agency Looks Like in the AI Era
The flagship PoV article on why the five-invoice model is broken and what replaces it.
SEO, AEO and GEO Services
The full technical detail on how we build entity authority and AI citation coverage.
Agentic AI Marketing Automation
How AI agents monitor citation gaps and produce content automatically within the IMC programme.
All five capabilities, individually
Ready to consolidate your agency relationships?
IMC programs start at £6,500 per month for a full-stack integrated program covering all five capabilities. We also offer outcome-based and pay-per-resolution models for clients who prefer to align fees with commercial results.
The Free AI Growth Audit is the right starting point. It maps your current gaps across all five capabilities and produces a prioritized roadmap before any commitment is made.
