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Article Title: The Importance Of Implementing An Integrated
Marketing Plan For Your Small Business
Author: Michael Brito
Word Count: 576
Article URL: http://www.isnare.com/?aid=85875&ca=Marketing
Format: 64cpl
Author's Email Address: michael.brito[at]comcast.net (replace
[at] with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=85875
================== ARTICLE START ==================
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.
About The Author: Britopian Marketing specializes in web
strategy, SEO and offers online marketing services �
http://www.britopian.com � for small business. To read more
online marketing news, please visit:
http://www.britopian.com/blog
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================== ARTICLE END ==================
For more free-reprint articles by Michael Brito please visit:
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