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