The Secret to Unlocking the Power of Integrated Marketing ...

Never before have marketers had so many choices in how and where we communicate with customers. The landscape that once consisted primarily of print, direct mail, TV and radio has now changed beyond all recognition with the addition of internet, mobile, and social marketing.

With so many new options, many marketers find themselves in a never-ending game of catch up. Just when we have figured out our Facebook or mobile marketing strategies, we are then scrambling to wrap our heads around Pinterest or some other new channel that has just emerged on the scene.

What often gets left behind in this repetitive cycle is an integrated marketing strategy. As we jump back and forth between and explore new tactics, we can forget about the various ways to make all these great communications options work together.

Integrated marketing has long been known to boost campaign results. For example, when a direct mail piece is combined with a marketing message sent by email, the response rate of the direct mail campaign can jump significantly. Traditional large advertising campaigns would normally consist of ?blanket coverage? that included outdoor and print and broadcast media. Through repetition comes retention and then a response!

The secret to making integrated marketing work in today?s landscape is to understand the strengths and weaknesses of the various communications options at your disposal. Which tactics and channels are good for immediate response? Which ones provide the best options for gathering customer insights? Which ones are best for two-way communication of timely news and feedback?

To help answer those questions, a recent article on this site provides a great overview of the current communications landscape, discussing the various merits of social, mobile, email marketing, and blogging. And it?s not just about the new kids on the block ? direct mail and other traditional marketing channels are enjoying a renaissance as marketers test and learn how well they work in combination with other channels and tactics.

Integrated marketing is a classic example of something that is more than the sum of its parts. Understanding the strengths of combining those individual parts is the secret to making it work well.

Author: Janet Granger???? Janet Granger on the Web Janet Granger on LinkedIn

Janet Granger is in charge of Solutions Marketing for Pitney Bowes? North American Mailing division. ?She is responsible for the marketing strategy and execution of Pitney Bowes mailing and direct mail solutions for enterprise and mid-sized businesses. ?This includes marketing campaigns, social media, lead nurturing, website management, and search optimization,? View?full?profile

Source: http://www.business2community.com/marketing/the-secret-to-unlocking-the-power-of-integrated-marketing-0310410

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