Is Your Marketing Integrated?
When was the last time you saw people without a smart-phone (or a dumb-phone for that matter) as you walked in to a mall? Must have been the 90's, isn't it?
The point being almost every one has a mobile device and more and more people are buying a smart-phone which further complicates the matter, if you are a marketer.
Why is that complicated, you ask. Because the more avenues you have to market your product or service, the more chances you will miss to integrate them all under one umbrella. This umbrella should be your marketing strategy, and it must bring together all channels and platforms of marketing efforts.
The marketing industry is full of buzzwords such as digital tactics, social media, online marketing and so on. But concentrating only on the fad will lead you nowhere.
Case Study
Let's take an example of a clothing company. This company is doing just OK so the CMO decides to reach more customers through the new digital tactics such as mobile coupons and their newly designed website. The company even holds a competition on their Facebook page where if you "Like" them, you enter into a draw to win an Apple iPad. Sounds good enough, doesn't it?
Well, despite the above seemingly great efforts, the brand fails. The customer base is stagnant and even shrinking. In fact, the more platforms this company explores and the more it spends in one-off tactics, the more dismal the outcome!
What is happening here?
In all the excitement of exploring new ways to market their product, the brand forgot to bring it all together, online and offline, at the same time. For example, their stores have no sign of their campaign on Facebook. Their Facebook page does not mention their new done up site nor invites the customers to check it out.
The moral: Link it all together to give a wholesome experience to the customers. And how to do that? By telling the customer what this brand does for them. Does this brand make life easier? Does it rate well in competition to others because it is less expensive? What is unique about this brand and how is that message woven in all the marketing efforts (on- and off-line)?
Always, always, the customer is the king (or queen). That's the secret of your good old strategy. As we proceed to 2012, the fads will fade and only the tactics that work will stay. Once so, the intelligent brands will integrate all their efforts under one umbrella while they highlight their USP for the customer.
What about you? How do you achieve integrated marketing?
About Revive Projects
Revive Projects is an award-winning Melbourne-based leading Marketing Agency with years of expertise in franchise marketing, Health & Fitness marketing, Mainstreet marketing and Distribution-based marketing. www.reviveprojects.com.au.
Photo via Flickr by Sudhamshu.
Posted by Pooja on 8th November, 2011 | Comments (1) | Trackbacks
Tags: marketing strategy, marketing agency Melbourne, social media, multi-platform marketing
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