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HOW TO DELIVER A 1, 2 PUNCH WITH INTEGRATED MARKETING
Written by: Billy SharmaArticle Overview: One sure way to succeed
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HOW TO DELIVER A 1, 2 PUNCH WITH INTEGRATED MARKETING
Goodwin Gibson, V.P. of MacLaren McCann direct and interactive, said something quite profound, "Without a doubt integration will be most important thing in the future. I'm not talking about the traditional definition of integration; I'm talking about three-dimensional integration:
1. Integration across channels (broadcast/print/internet/mobile/POS/2Fetc.)
2. Integration of the value chain (customer insight/strategy/technology/execution)
3. Integration of the messaging... the consistent
I too believe that Integrated Marketing is more important today then ever, because it gives us an arsenal of multi channels, messages and media to make a second contact with our potential customers.
We all know from past experience that by combining telemarketing with direct marketing we can improve or even double our response rates.
How we use integration in the face of new privacy legislation and without turning off our best customers will be vital.
My suggestion is to draw up a communication map outlining every detail on a three dimensional grid which tracks the interlocking relationships.
Today, finding the right prospects that need your product or service is not enough. You have to know how and when to reach them in the most effective and timely way.
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About the Author: Billy Sharma RSS for Billy's articles - Visit Billy's website  Click here to visit Billy's website   WHY CHARITIES ARE GUILTY OF A BIG BLUNDER AND HOW THEY CAN LEARN FROM ANOTHER BUSINESS THE LONG AND SHORT OF WHAT REALLY WORKS CREATIVELY IN DIRECT MARKETING HOW TO SELL YOURSELF AND YOUR WORK HOW MANY OF THESE DESIGN MISTAKES KEEP DRAGGING DOWN YOUR DIRECT MAIL RESPONSE DO YOU KNOW WHAT STOPS YOUR RECIPIENTS FROM READING YOUR DIRECT OR ONLINE MATERIAL HERES A HINT IT COULD BE YOU |
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