|
Integrated
Marketing:
The Importance of Implementing an Integrated Marketing Plan for Your
Small Business
The progression of
marketing -- moving beyond traditional to include interactive, consumer
driven, social marketing has spread like Ebola. It’s often referred to
as Integrated Marketing Communications (IMC). IMC is ushering in a new
era in which marketers blend communication messages across all available
media channels into a continuous brand experience. As part of a
successful integrated marketing strategy, IMC integrates public
relations, advertising, online, social media, etc; and other
communications elements into one cohesive entity all sharing the same
message.
Many organizations today
are now embracing this concept of IMC. Instead of dividing marketing
communications into separate groups that rarely communicate;
organizations are now integrating all marketing disciplines under one
umbrella; thus, making every communication consistent with one message,
sharing the same strategy. This also allows marketers to execute
marketing campaigns more efficiently without having to jump through
hoops to get approvals for creative, content, messaging, etc.
The key to effective
integration is the cohesiveness between various marketing messages, and
the understanding that marketing is fundamentally a conversation between
a company and its prospective customer. It is not one specific marketing
campaign or press release; rather, how the blending and execution of
such disciplines convey a message synergistically, and at every possible
customer touch point.
IMC includes the various
tools such as advertising, public relations, personal selling, sales
promotion, direct & database marketing, sponsorship, event marketing,
social media marketing, and online marketing (search, banner
advertising, affiliate, etc.). Since the purpose of marketing is to
generate revenue, increase market share, drive preference to purchase,
and/or build brand awareness, marketers need to find ways to do this
effectively; and embracing an integrated marketing strategy is the first
step.
Integrated
Marketing At Work
Nike is a great example of
a company that has fully embraced the concept of integrated marketing.
Their integrated approach includes traditional advertising (billboard,
magazine, and television); sponsoring sporting events and players such
as the Superbowl and Tiger Woods; and engaging in online marketing
initiatives by allowing consumers to customize their Nike shoes. They
also spend a great deal of money in search marketing. Nike’s approach
allows them to communicate their message consistently across all media
outlets; and at the same time share that message at every customer touch
point; that is, use Nike products and you will increase your performance
regardless of what sport you are involved in.
Another example is HP’s
“The Computer is Personal Again” campaign. They utilized many forms of
media with great consistency, and capitalized on each of the media’s
individual strengths. Television shared real-life stories, print
detailed many of the same stories and online extended each into a
positive experience with which the customer could interact with HP. The
campaign also used paid search to capture queries about HP products and
services.
Conclusion
The adoption of integrated
marketing is essential in today’s market place. As consumers, we are
bombarded with thousands of messages from thousands of different
advertisers each day. It has become natural for us to filter out these
messages that don’t appeal to a particular need or interest. On the
other hand, as marketers, we need ensure that we are doing everything we
possible can to reach these consumers at a time when they are interested
in our value proposition. This means that our message has to be where
the consumers are looking all the time.
To learn more tips about integrated marketing strategies,
please visit our
internet marketing blog.
Britopian Marketing specializes in web strategy, SEO and offers
online marketing services for
small businesses.
|
