Integrated marketing communications aimed at unifying different marketing methods such as mass media, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to analyize the data generated by these efforts in all aspects of the business.
Combining Online and Offline marketing
The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television.
Data-Driven Approach
Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach.
Importance of Integrated marketing
Several shifts in the advertising and media industry have caused integrated marketing to develop into a primary strategy for marketers:
From media advertising to multiple forms of communication.
From mass media to more specialized (niche) media, which are centered on specific target
audiences.
From general-focus advertising and marketing to data-based marketing.
From low agency accountability to greater agency accountability, particularly in advertising.
From traditional compensation to performance-based compensation (increased sales or
benefits to the company).
From limited Internet access to 24/7 Internet availability and access to goods and services.
Call us today for a marketing tune-up. Find out how we can help increase your marketing results and save you money
.
<
