Marketing professionals have different ideas about what it takes to build the ideal market presence but most agree that the key to success is an integrated overall strategy.
Integrated business strategies have changed with the business environment over the past 10 years. As a result, there has been a dramatic shift in the way successful Integrated business strategies look at new integrated marketing strategies. In the 80's, it was not uncommon for many marketing strategies to parallel national social attitudes in other words, spend, spend, SPEND. Companies often relied on narrow marketing initiatives that focused on a single media or mechanism strictly advertising, for example. The theory was that more money = more results.
Today, companies are far more strategic in their marketing strategies- the emphasis is on maximizing exposure and minimizing cost. This results in a best-value scenario that ensures a high impact market presence and an excellent return on marketing investment. The best way to achieve this for your business is to integrate a variety of strategies and tactics, including both proven performers and innovative new programs.
The integrated approach to busines strategies offers significant advantages:
increased exposure through a variety of media and mechanisms
improved efficiency as a result of better targeting
more consistent messages and improved corporate image
market perception that your business has achieved greater critical mass
opportunity to differentiate from competition
flexibility to allow quick response to changes in market conditions
The key to successful integration of marketing activities lies in two critical marketing tactics. First, dramatically increasing impact on your target market by creating a barrage of consistent, high impact messaging and imaging. How? As an example, instead of spending the entire marketing budget on trade advertising split it between direct mail, targeted publicity and promotion, telemarketing, online marketing and trade advertising. (Keeping in mind that you don't want to "water down" your marketing messages too much.)
Secondly, and most importantly, ensure that all your messages are consistent. All marketing communications activities should be guided by an overall strategy. Specific key messages must be repeated through a variety of media to ensure that every marketing dollar is working to build your business, integrated business strategies research.
Larger firms can still afford to maintain a full in-house marketing function but in the '90s the trend is toward "outsourcing". This can be accomplished either on a project by project basis or through an ongoing relationship with a firm that offers a full range of marketing and communications services. A good way to determine which approach is best for you is to meet with a reputable marketing communications firm to discuss your objectives and current market position. A qualified firm can work with you to tailor an integrated marketing solution that will work with your business objectives as well as your budget.
Integrated business strategies have changed with the business environment over the past 10 years. As a result, there has been a dramatic shift in the way successful Integrated business strategies look at new integrated marketing strategies. In the 80's, it was not uncommon for many marketing strategies to parallel national social attitudes in other words, spend, spend, SPEND. Companies often relied on narrow marketing initiatives that focused on a single media or mechanism strictly advertising, for example. The theory was that more money = more results.
Today, companies are far more strategic in their marketing strategies- the emphasis is on maximizing exposure and minimizing cost. This results in a best-value scenario that ensures a high impact market presence and an excellent return on marketing investment. The best way to achieve this for your business is to integrate a variety of strategies and tactics, including both proven performers and innovative new programs.
The integrated approach to busines strategies offers significant advantages:
increased exposure through a variety of media and mechanisms
improved efficiency as a result of better targeting
more consistent messages and improved corporate image
market perception that your business has achieved greater critical mass
opportunity to differentiate from competition
flexibility to allow quick response to changes in market conditions
The key to successful integration of marketing activities lies in two critical marketing tactics. First, dramatically increasing impact on your target market by creating a barrage of consistent, high impact messaging and imaging. How? As an example, instead of spending the entire marketing budget on trade advertising split it between direct mail, targeted publicity and promotion, telemarketing, online marketing and trade advertising. (Keeping in mind that you don't want to "water down" your marketing messages too much.)
Secondly, and most importantly, ensure that all your messages are consistent. All marketing communications activities should be guided by an overall strategy. Specific key messages must be repeated through a variety of media to ensure that every marketing dollar is working to build your business, integrated business strategies research.
Larger firms can still afford to maintain a full in-house marketing function but in the '90s the trend is toward "outsourcing". This can be accomplished either on a project by project basis or through an ongoing relationship with a firm that offers a full range of marketing and communications services. A good way to determine which approach is best for you is to meet with a reputable marketing communications firm to discuss your objectives and current market position. A qualified firm can work with you to tailor an integrated marketing solution that will work with your business objectives as well as your budget.
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