I recently attended a marketing seminar titled “Integrated Marketing” only to find out it was all about online marketing. I felt ripped off; even the so-called experts did not understand the concept of integrated marketing.
At Advanced Marketing Strategies we believe true integrated marketing begins with evaluating all the tools in the marketing toolbox: online, social, broadcast media, personal customer communication, outdoor, print, direct mail, website, point of sale, et all, and looking for the best combination of tactics that will deliver the maximum ROI. It is not only through the synergy of the marketing mix, but also the synchronization of the target, the message, and the goals that will fully deliver on the promise of true integrated marketing. Integration begins with the left hand knows what the right hand is doing and why, so everyone is working from an agreed upon plan and focused on synergistic results. So even if you are using a variety of different types of media for your campaign, you may still not be realizing the maximum results of integration.
If several different managers, agencies, or vendors are developing a piece of your marketing plan, you don’t have integration. How can your message be on target at all touch points if the execution is being crafted by everyone from a website programmer, a direct mail house, a broadcast station, a creative agency, an internal staff member or an intern? It can’t. Consider the option of a full service agency that understands all of your needs and can integrate your marketing for maximum results.
Your budget also plays a big part in the total integration of your campaign and will define what options you can afford, and what level and combination will deliver the optimum mix for your goals. Be careful if you have many entities with their hands on your plan. They might not fully understand how to evaluate the efficiencies of all options equally and without bias.
We’ve worked with the largest brands in San Diego, and our integrated full service team has found that careful consideration of the goals, strategy, budget, media options, target audience, and messaging all have a place in building an integrated strategy that delivers the best results for each unique brand challenge.
If you would like to learn more about how you can perfectly integrate your marketing, contact Kathy Cunningham, President of Advanced Marketing Strategies, @ 858-490-6910, or contact us now.