In order to talk about integrated marketing lets first define integrated marketing. The best definition I have come across is, “The ability to communicated with an audience across physical and digital media channels in a consistent manner that is relevant to the individual recipient — in content, presentation, timeliness and channel.” Now that we know what integrated marketing is, the more important question for you is how integrated marketing impacts your organization. We have all heard the term customer-centric. Almost every successful company has focused on creating an enjoyable customer experience whether it is a latte at Starbucks or fun for the whole family at Disneyland. Integrated marketing is a way of looking at the whole marketing process from the viewpoint of the customer.
As we all know we live in an extremely fragmented world. We are exposed to thousands of messages on a daily basis. There are many benefits to integrating your marketing message to your audience; the biggest being the ability to engage your audience on different channels and leverage the power of multiple channels. A clear and consistent message across multiple channels helps guide your audience through the clutter and chaos of those messages that bombard us daily.
Plenty of organizations are already using the power of integrated marketing to market their products and services to you. The easiest examples to find are large organizations that are using integrated marketing; however our mission is to bring integrated marketing to the small and medium sized business market. Check out www.birthdaypak.com to see how a marketing company is bringing together consumers and local retail businesses on the east coast. Based just outside of Philadelphia, every month they direct mail out thousands of “paks” to women which include a birthday greeting plus as many as eight gift cards to local businesses. And according to CEO Michael Marchesani, the integrating of offline and online is essential and it all comes down to one word: trust and the “proof of that trust,” says Marchesani is in “how many people actually open our mail, then go to their computers to research who we are and what we’re about, then make the decision to further engage with us by sharing critical information, but more importantly, give us permission into their closely guarded email inbox.”
Integrated marketing is a very powerful tool and when implemented correctly can help boost your organization’s revenue and profitability. I will close with a quote form John Jantsch of Duct Tape Marketing. He was asked about the advantage of using integrated marketing communications and his reponse was, “I absolutely believe the real integration opportunity, and way for most small business owners to blow their competition out of the water, is the intentional blending of online and offline tools and tactics around a single marketing strategy.” To find out more on how integrated marketing please feel free to visit our website, www.stevensprinting.com
Stevens Multi-Channel Marketing is a full service integrated marketing agency in Pleasant Hill, CA providing print, mobile and online marketing services to businesses and non-profits in Northern California, including the San Francisco Bay Area and East Bay cities including Walnut Creek, Lafayette, Concord, Danville, Orinda, Moraga, Oakland, Berkeley