Integrated marketing, a refresher...
Triplett Office Solutions
Great Products. Great Relationships. Great Experience.
What is Integrated Marketing?
Business growth and growth strategies often begin with a marketing plan. Which products are making a profit? Have prices shifted, and are we competitive? How can we make improvements to land a greater share of the market? How do we define our perfect customer? Where are we selling, where are these people buying, and how can we do a better job of reaching them where they are? What type of messages really resonate with our customers?
At times it is worth a fresh look at all the components of marketing within your business. Product, price, people, place and promotion are the traditional “5 Ps of Marketing.” Promotion is a vast and lively category, and this is where the term Integrated Marketing resides.
“In today’s marketing environment, promotion involves integrated marketing communication (IMC). In a nutshell, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and behavior.”
A successful integrated marketing campaign weaves common elements throughout the different marketing tools. It’s about finding your customers at the location of their choice, speaking with them in terms they’ll understand, and being consistent with that message across all platforms.
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The list of marketing methods includes advertising, public relations and personal selling. It also includes digital and direct marketing.
The various marketing methods overlap and intersect. A personal sales call usually involves printed marketing collateral often originally conceived for a direct mail campaign. That same sales call likely got a lift from social media, involved references to a business website, and concludes with a follow-up email campaign.
“Integrated marketing is the process of unifying all aspects of marketing communication...and using their respective mix of media, channels, and tactics to deliver a seamless and customer-centric experience. In practice, that means having a consistent look, feel, and tone to your message across all the channels you use”
The correlation between sales, advertising, digital marketing and direct marketing make it easer than ever to track and report the outcomes of each campaign. Use real results from well-planned integrated marketing tactics to improve your strategy and ignite future business growth.