I work for an Internet Marketing company. That means my team works with a client organization’s existing marketing or brand development group. We bring to bear the most effective internet tactics that currently exist, to translate their existing brand and message to the web and help achieve their overall marketing goals. In other words, we understand that the internet is only one channel. It must work in concert with all channels such as print, TV, radio, and tradeshows. The objectives accomplished online must support the organizations overall marketing objectives.
This concept has always been apparent to me, but for others it has not. This “realization” has given rise to the concept of Integrated Marketing. Integrated Marketing is the act of combining several marketing channels to communicate the same marketing campaign. For example, a TV commercial directs viewers to visit a specific web page to place orders. More complete examples tie in several channels with the same branding and messaging – TV, radio, web, email, billboards, print advertising, guerrilla marketing, etc.
Consider your own marketing efforts. Not all organizations have budgets and resources for TV commercials, but any organization that’s been around for a few years has accumulated marketing campaigns and assets. Are they integrated? Does it appear to belong to the same company, even? When thinking about your next marketing campaign, be cognizant of the fact that all channels and materials (past and present) contain opportunities to both help and hinder the overall effectiveness of your efforts.
Above all else, make sure that all outside consultants and agencies share this same mindset. If your marketing efforts are silo’d into individual channels that are not aware of one another – you and your organization is missing out on huge opportunities.
