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