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Posts Tagged ‘integrated marketing’
Saturday, July 16th, 2011
Yesterday I discussed integrating your online and offline marketing. I’m glad readers understood what I was saying and took the message to heart. But how do you integrate your marketing so that your branding message is unified?
In a word, you should do one of two things. Either put your Internet marketing under your overall marketing umbrella so that one follows the other, or have a liaison between the two that works to simplify and integrate your message.
Simplify and unify!
That’s your key, but what are the dangers?
If you put your Internet marketing department under your marketing department you run the risk of the marketing department dictating tactics to the Internet marketing side of your business and that would be a big no-no. Traditional marketers do not always understand Internet marketing tactics. And while the message of the two should be synchronized, it is impossible to get the tactical side of the equation to synchronize.
On the other hand, if you let your Internet marketing team run loose, then you could get yourself into trouble. It is much more difficult to reign in loose cannons, wild west gunslingers, and team member mavericks online than it is with traditional marketing. You can’t swallow the message and make it disappear. Once it is out there, it’s out there.
This is why I recommend a liaison who speaks to the two departments and keeps them informed without having either department dictate to the other. They should be unified, but that doesn’t mean straitjacketed.
Tags: integrated marketing, internet marketing, traditional mareting
Posted in Small Business Internet Marketing | 4 Comments »
Thursday, December 30th, 2010
Online and offline marketing often are looked at as separate channels and in reality they are. However, they should operate together under the umbrella of integrated marketing. Frank Reed at Marketing Pilgrim makes this point quite well:
If companies are serious that revenue generation is the number one objective for e-mail marketing the idea of supporting every marketing effort, both offline and online, should be a very close second in importance.
He said this in response to a survey that revealed that 25% of respondents thought that e-mail marketing supporting offline marketing efforts not very important. I have to agree that this is head-scratching data indeed.
So what are the areas of importance for e-mail marketing? According to data provided by MarketingSherpa, in order of importance, they are:
- Increasing sales revenue
- Improving customer relations
- Increasing lead generation
- Increasing website traffic
- Building brand awareness
- Increasing size of e-mail opt-in lists
- Supporting offline marketing programs
- Engaging social media audiences
So Frank’s contention is in reconciling the most important (increasing sales revenue) with the support of offline marketing programs. If you believe that the most important thing for your e-mail marketing campaigns is to increase your revenues, then shouldn’t it stand to reason that you’d place support of your offline marketing programs in high regard? You’d think so.
Here at Small Business Mavericks, we believe that e-mail marketing should support your offline marketing programs. Your online and offline marketing channels should be mutually supportive. If they are, then you’ll meet all of the other goals that are mentioned above. You’ll have the whole shebang.
I don’t know about you, but e-mail marketing to me means integrated marketing. And that’s how we do it.
Tags: e-mail marketing, integrated marketing, marketing channels, offline marketing, online marketing
Posted in E-mail Marketing for Small Business | 2 Comments »
Sunday, October 4th, 2009
With all the talk going on about Internet marketing, you’d think traditional marketing products like brochures wouldn’t work any more. That’s not true. Not true at all.
While I still have a high regard for Internet marketing – even small businesses can’t get by without it any more – I’m not quite ready to abandon he old mainstays of traditional off line marketing. A company brochure can still get someone attention and a well-placed phone call can still attract good clients. The key is to use your off line channels, the traditional marketing tools, in conjunction with your online marketing tools and draw in new customers that way.
We call it integrated marketing. You integrate your new media marketing strategies into your old traditional marketing strategies, throwing out what is old hat and not working any more and replacing it with what will.
The key to good integrated marketing is to know what to throw out of your traditional marketing strategies and knowing what to keep then you’ve got to figure out what to do about the new marketing strategies. That’s where an internet marketing consultant can help you. Are you ready?
Tags: integrated marketing, internet marketing, traditional marketing
Posted in Traditional Marketing for Small Business | No Comments »
Sunday, April 19th, 2009
Market Blagger recently ran a poll of small business owners, asking them what social media tools they’ve been using. The list is pretty telling and what’s not on it says as much as what is. Here are the numbers:
• Blog 67%
• LinkedIn 55%
• Facebook 48%
• Other 39%
• Del.icio.us 30%
First, an observation: Blogging is included in social media. That’s interesting.
You’ll often see that blogs are included in the social media category. That’s because there is a strong element of community and social communication taking place on blogs. When readers comment on your blog they are essentially entering into a conversation with you. And you should enter into a conversation with them if you want to convert them into customers.
Next, it’s interesting that LinkedIn and Facebook are also near the top of the list. What’s not on this list is Twitter, but I think if the same poll is taken next year at this time you’ll likely see Twitter on there.
But here’s the real gist of this type of information: All of these tools work better when you work them together, not separately. You can integrate your Facebook and LinkedIn profiles with your blog. Twitter too. And Delicious. And practically any other social media tool. With the right widget, and RSS feed, or particular script, you can add your Deligious tags or bookmarks to your blog’s sidebar. You can add a Facebook profile or a LinkedIn badge to your profile. You can also run your blog’s RSS feed through your social networking profiles.
The benefit to this type of integration is that you promote your content is more places. That’s important. If you want to make the most of your social media marketing efforts, this is the most effective way. Integration.
Tags: blogging, integrated marketing, Social Media
Posted in Social Media | 4 Comments »
Monday, August 4th, 2008
According to an iProspect study, only 55% of search marketers intentionally integrate their efforts with their off line marketing efforts. Why aren’t more marketers integrating? iProspect offers some reasons:
- Lack of budget (19%)
- Lack of human resources (15%)
- Didn’t consider integration (13%)
- Lack of senior management buy-in (11%)
- Separate people managing both efforts (11%)
I believe integrated marketing is going to be one of the most important parts of marketing a business in the future. Businesses that succeed with their marketing efforts will be those that learn how to make their off line marketing and their online marketing work together toward a common goal, to push forward the company’s mission. And that takes planning.
Learn more about integrated marketing.
Tags: integrated marketing, online marketing, traditional marketing
Posted in Small Business Internet Marketing, Traditional Marketing for Small Business | No Comments »
Friday, December 14th, 2007
Not many people are talking about integrated marketing. But they should be.
You might be asking, “What is integrated marketing?” Good question. Integrated marketing is taking your existing traditional marketing strategies and incorporating them with new media marketing, or online marketing. It is not only a powerful approach to marketing your small business, but it’s essential.
Small business marketing is an art as much as a science. You have the big budgets that large corporations have so you must get creative. That’s one of the benefits to marketing yourself online. Most Internet marketing strategies don’t require huge budgets. You can do a lot of the work yourself and achieve great results just by logging on and tuning in. But you don’t want to abandon any off line marketing that you may be doing. Therefore, you want to make sure your Internet marketing works with your current marketing strategy and not against it.
The Melberg Marketing Blue Chip Marketing Tips blog is designed to help you transition from traditional marketing to Internet marketing. Whereas I try to focus primarily on Internet marketing topics here at Small Business Mavericks, at BlueChipMarketingTips.com I’ll show you how to integrate your online marketing with your traditional marketing for maximum effectiveness. If you read just two blogs today, let Blue Chip Marketing Tips be the other one.
Tags: integrated marketing, internet marketing, off line, online, traditional marketing
Posted in Local Internet Marketing, Traditional Marketing for Small Business | 3 Comments »
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