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In today's increasingly modern and competitive business landscape, you need modern marketing strategies to survive. But where do you start?
Integration
A marketing plan should encompass all avenues of advertising and branding - not just online elements. The challenge is integrating offline and online methods of your marketing plan to function like clockwork.
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Understanding Integration: This article gives an excellent, easily understood description of integration and allows someone new to the topic to understand and grasp to cencept of integration within the realms of integrated marketing communication quite quickly.
The definition of integration is to combine different elements into one more unified approach. This defnition is adopted in marketing plans, which "should encompass all avenues of advertising and branding - not just online elements." The desired outcome for integration is for both online and offline marketing efforts to function like clockwork.
Integrated markeing can include QR codes and web addresses in print advertising for consumers to easily access further information when and if required.
A key to integration, within integrated marketing communication, is to use consistant branding messages accross all channels. This constant and consistant use of brand slogans, messages and marketing pitches will drill your brand, message or slogan into consumers. An approach that is not integrated will not have the same success and confuse consumers as they try to understand mixed messages which do not individually stand out as the brands key differentiation with other brands.
One thing I need to add is the reason for integration, which assists in the understanding of it. The reason for integration, and anticipated outcome, is to generate financial returns and develop brand and shareholder value in the long term.