I love when we coin phrases and they become the buzz, but when it really comes down to it a lot of people don't know what's meant by the said phrase. I'm going to pick on one of those phrases today and it's Integrated Marketing.
Our marketing world is shifting that is no secret. Everywhere we look we see something about integrated marketing, but I still see companies that don't embrace that approach. Integrated marketing is the holistic approach to communication in marketing. It's making sure that you are being consistent in your marketing both online and offline. In other words - well it's important.
A few years ago there was a marketing campaign that was launched in my area and I was always amazed that they did not use an integrated approach to gain more bang for their buck. I often use it as an example of how integrated marketing could of worked and creating a user experience that perhaps would have increased the companies overall investment.
I'm going to share that story with you today in hopes that you will learn what integrated marketing is and why it is important to your business - big or small it doesn't matter - integrated marketing can increase your overall impact.
Side note: I purposely left out the names of the parties involved in order to avoid any embarrassment.
Your turn: How are you utilizing integrated marketing in your business?
Laura:
Great topic. I’ve been fortunate to develop and implement integrated marketing plans for more than 40 clients in 18 different vertical industries.
My most recent opportunity to was with a professional services company in the construction industry. When I first joined the firm, I did a communications audit and everything was disintegrated, there was no brand synergy.
After three years, we had the web site, the intellectual capital, direct mail, print advetising, PR and social media (LinkedIn, Twitter and RSS) all working holistically. The firm was getting a lot more bang for their marketing buck.
Keep in mind that it takes at least three exposures for a message to cut through the clutter and the more different media in which you can reach your prospect with a consistent message, the more successful you’ll be.
Good marketing!
Thanks Laura…excellent post
The Term Integrated Marketing often creates a tremendous amount of confusion. Some people think it sounds impressive – others are not sure what it means.
Sometimes it is best to keep it simple. Integrated Marketing is effective Branding – http://www.stellarpointgroup.com/branding-brand-strategy.html – which includes a comprehensive strategy for getting the message out to the public.
They key is to take advantage of all the tools at your disposal to get out a consistent message…. Thanks again
I love it when in the industry an article comes out that reaffirms an aspect so ‘few’ firms seem to embrace. I’m not prepared to work in a company that does not embrace this ideal. For me it’s pointless. I can’t reach my career goals as the yardstick has already been sawn in half.
This deserves an expose article on industry agencies who, in my opinion, burn client’s money by out of self interest do not work to the client’s ultimate ends. One department in-house and especially within an agency is competing against another {mainly SEO, PR, Email, Linking, PPC, Affiliate}. We have different messaging, different landing pages, and hugely different campaign analysis.
PPC is a big money burner. Clients have to pay X per campaign. Yeah brings in ROI, but it’s a part of the marketing mix, not its entirety. I see this time and time again with start-up to SME firms.
As you say, it’s CONSISTENCY! I’d go a little further and say it’s maximising your campaign and actually going further to reach goals. It builds the brand……. For the marketing pro it’s consistent campaigning and strategy. This again needs an article in it’s own right!
I have worked on quite a few campaigns with on and offline media. It worked so well for an online product that it got picked up by above the line coverage! It became the firms highest selling product and I believe the best campaign I’ve ever done to date.Why? Well you summed it up so well!
I think the biggest problem in marketing is the structure and strategy itself. 3rd party agencies don’t work to maximise by collaboration, consultancies rarely enforce this either. It’s about self and not client best interest.
Few very busy marketing directors seem to understand, by using PR + launching an integrated marketing campaign by online channels then conversion will cost LESS per channel during a campaign. Unless you’re seeing what you’re paying let’s say for PPC terms ought to reduce over time as it’s picked up by increasing SEO/email/affiliate/social dominance, as they’re working on the same data! Eureka!