Integrated Marketing: If You Knew It, You’d Do It
If it ain’t broke, don’t fix it, is such a cliché that it has spawned its own cliché: If it ain’t broke, break it. Unfortunately, that’s just what many companies do unwittingly to their branding programs, playing into the hands of public enemy No. 1 in today’s marketing environment: fragmentation.
More and more television networks, radio stations, print titles, and outdoor billboards are competing for attention, and new marketing channels pop up every day, from apps to publicity stunts and beyond. The number of places we hit people with marketing messages these days is growing a lot faster than the number of eyeballs that can take them in, and as a result audiences (and attention spans) are becoming increasingly fragmented. That reduces the chance any message has of getting through.
Even sales channels are fragmenting beyond the online vs. bricks-and-mortar divide to which we’ve become somewhat accustomed. Desktop and laptop purchases are giving way to shopping via smartphone—at a time when many companies don’t even have a mobile website, to say nothing of e-commerce capabilities. Add inflation to the mix (even with 2-3 percent increases, the wonder of compounding is working against you), and fragmentation can shred what once was a healthy marketing budget.
The good news is that there is a powerful way to overcome fragmentation: integration. But don’t be deceived—it’s more difficult than it appears.
Integration is not simply slapping a common tagline onto all your ads, using a single color palette, or force-fitting a message that’s suited for one medium into another (great television commercials rarely translate well to outdoor billboards, which in turn are very different from online banners).
Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity. It requires not only the identification of a powerful, unifying strategy and compelling voice for your brand, but the discipline to roll it into every aspect of your organization—from advertising to sales, customer service to customer relationship management programs (and beyond). It’s not for the faint of heart. Read More
Posted on May 12, 2012, in #marketing and tagged advertising, bricks and mortar, integration, marketing, marketing solutions, online marketing, outdoor billboards. Bookmark the permalink. Leave a comment.