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