Integrated Marketing, the new buzz-word!
But there is a lot to be said for it.
Otherwise why would all the large multinationals and brands have thrown themselves on it?
Because it saves you money and gives you a better ROI (Return On Investment).
There are three phases to recognize. It's the maturity of your organization that determines how far you would like, or can go.
Phase 1: The Translation
In this phase it's about translating the communication into the different media. This means that you have the same consistent message in all channels with which you whish to communicate with you customers. In words and image, one consistent message.
This is the most common form and also known under names like "Multi Channel Marketing" and it's smaller brother "Cross Media Marketing"
Cross Media Marketing is when you also put a PDF of your brochure or advertisement on your website. With Multi Channel Marketing you go one step further. Now your customer are able to see the products individually and maybe with some extra information in your own webshop. The product information is now separated from the medium an can be searched on. It's now also possible to use it in several other media.
This is all mainly one way traffic. You communicate with your customers. Your customers NOT with you.
In this phase it's about translating the communication into the different media. This means that you have the same consistent message in all channels with which you whish to communicate with you customers. In words and image, one consistent message.
This is the most common form and also known under names like "Multi Channel Marketing" and it's smaller brother "Cross Media Marketing"
Cross Media Marketing is when you also put a PDF of your brochure or advertisement on your website. With Multi Channel Marketing you go one step further. Now your customer are able to see the products individually and maybe with some extra information in your own webshop. The product information is now separated from the medium an can be searched on. It's now also possible to use it in several other media.
This is all mainly one way traffic. You communicate with your customers. Your customers NOT with you.
Phase 2: The Retranslation
In this phase we will translate the specific media-attributes back again to the general message. This means that you can utilise the marketing channel specific advantages and possibilities to better talk with your customers and to start a conversation with him or her.
For this we choose one primary channel. This will determine the theme. All other channels and subsequent media will be translated towards this theme. The translates secondary media will be used to aid the primary channel and strengthen the general theme.
Example:
An ad campaign in the newspaper draws people to the website. Here the customer can play a game that emphasizes the theme of the newspaper ad. The score in the game invites the customer to leaves his or her information to be eligible to win a price.
Your customer gives up his or her privacy and gets into contact with you.
In this phase we will translate the specific media-attributes back again to the general message. This means that you can utilise the marketing channel specific advantages and possibilities to better talk with your customers and to start a conversation with him or her.
For this we choose one primary channel. This will determine the theme. All other channels and subsequent media will be translated towards this theme. The translates secondary media will be used to aid the primary channel and strengthen the general theme.
Example:
An ad campaign in the newspaper draws people to the website. Here the customer can play a game that emphasizes the theme of the newspaper ad. The score in the game invites the customer to leaves his or her information to be eligible to win a price.
Your customer gives up his or her privacy and gets into contact with you.
Phase 3: The Balance
Now we even go one step further and utilise all channels, not for a theme but to reach a specific goal. To inform your customers or to get information from them we use all your media to communicate with your customers Through the newspaper we get your customers on your website. Through the website to a newsletter. And through the newsletter to a questionnaire. You are now in conversation with your customers, and your customers with you. You will get to know individual consumers and they can value what you have to offer to them. If your products and services match their needs and wants. And if their needs and wants can be satisfied by your product range and service. And all mismatches can lead to new product or services, or new needs and views.
You are going to make tailor made offers and services.-
For what phase your company is ready, is of course entirely up to you. It should be clear however that the old media won't do no more. That is simply not enough. You will have to migrate to the "Always On" economy.
Would you like to know more, just contact us.
Now we even go one step further and utilise all channels, not for a theme but to reach a specific goal. To inform your customers or to get information from them we use all your media to communicate with your customers Through the newspaper we get your customers on your website. Through the website to a newsletter. And through the newsletter to a questionnaire. You are now in conversation with your customers, and your customers with you. You will get to know individual consumers and they can value what you have to offer to them. If your products and services match their needs and wants. And if their needs and wants can be satisfied by your product range and service. And all mismatches can lead to new product or services, or new needs and views.
You are going to make tailor made offers and services.-
For what phase your company is ready, is of course entirely up to you. It should be clear however that the old media won't do no more. That is simply not enough. You will have to migrate to the "Always On" economy.
Would you like to know more, just contact us.