One of the biggest problems in marketing today is a lack of integration. Functions such as strategy, advertising, PR, e-marketing, direct marketing and social networking are delegated to different departments or outsourced to several agencies. This often leads to internal and external political battles over budget and responsibilities, resulting in a marketing impasse which reduces effectiveness.
It is easy to forget that the real power of marketing communications comes through integration. Therefore, if someone suggests a direct marketing campaign without mentioning its place within an overall marketing strategy, do not accept it. Strive for integration and demand it from those you work with.
The key is to ensure consistency of message and complementary use of media, in order to maximise the impact of your brand on the consumer.
Although advertising represents the largest part of marketing, other points of consumer contact are important to completing the integrated marketing communications cycle, such as customer service, logistics, packaging, and company stationery.
Here are some tips for maintaining a holistic approach to your marketing:
* Any marketing effort should be centred around a properly considered strategic hub.
* Put someone in charge of managing integration, and ensure that it happens.
* Remember that some of the marketing tactics you may not understand can work too.
* Do not think of media consumption as being limited to a single choice - most people use multiple media types.
* Ask your consumers what they feel is important, and focus on those issues.
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