Marketing Integration: Several Channels—One Wheel
Marketing Integration is something we’ve all heard of but do we really know what it means? According to BusinessDictionary.com it is a “Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.”
Okay so what does that mean? Integration means delivering a consistent brand identity through each message and channel; then relating them all back to each other. This isn’t as easy as you might think. A good article on marketing integration is: Integrated Marketing: If You Knew It, You’d Do It
Putting this into practice takes an understanding of how each channel communicates. Just copying and pasting your message throughout these diverse channels won’t work. Each of them has their own way of speaking to their audiences. For example: a “Tweet” is short and sweet, but a press release cannot be written like a tweet. So finding different ways to convey your brand message, and keeping it consistent, is key here.
The Brandwidth Solutions MarCom Wheel demonstrates the different channels you should use when doing integrated marketing. These different channels are:
Each of these channels lead people back to your company via a website and/or microsite. The next trick is knowing which channel to use, when and how to use it, and then relating it to the others. For example: If you do a press release, you can promote it by using social media to let people know about it. This is an example of how Bare Minerals paired different forms of media for a campaign.
In this day and age attention spans are decreasing. By integrating your marketing methods you are more likely to reach your customer. This is what will help make your brand stronger, and keep you present in the minds of your clients.
How do you think integrating your marketing will help you?