Integrated Marketing Campaigns Put it all Together
Posted on October 29, 2007
Filed Under Marketing Articles
What do you consider the most effective strategy or tactic to market your business? Advertising? Public Relations? E-marketing?
By themselves, we can expose strengths and weaknesses for each. Public relations is great because it creates a third party endorsement of your business. However, dealing with the media can involve a lot of uncertainty. Advertising is very certain. You buy the ad and control the message. But the impact of advertising is diminishing as consumers grow weary of them. New technologies have led to e-marketing tools that help businesses reach consumers in many new ways. At the same time, technology has given consumers just as many new tools to block those messages.
What’s a business to do? Integrated marketing campaigns, which involve all of the above and more, are the solution to reaching consumers and delivering your message.
Reaching today’s consumer means starting a dialogue. Open and honest communications have a greater influence than clever jingles or celebrity spokespersons. Marketing is moving beyond talking at the consumer. Marketing must be an experience.
Tactics must be implemented that interact with the consumer. PR is evolving into content development that helps create experiential concepts for consumers. A Web site is a great informational tool, but if a consumer only visits once, never to return, its impact is minimal. Imagine a site with updated content from a blog, a site with new podcasts, a site that creates a virtual experience for consumers to return multiple times, learning more about what you have to offer and building a loyalty to your business.
Today, consumers respond to a dialogue. Businesses can’t simply speak at their audience, but instead must establish a relationship, positive interactions, and honest communications. Businesses in any industry need to implement and execute integrated marketing campaigns.
Written by Doug Luciani, PRofit from PR – Public Relations & Marketing
Copyright 2007
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