Marketing is marketing, right? Yes and no. While the essence of marketing is to get your company’s brand and message out to as many people as possible so that your sales team has qualified leads, there has been a shift over the past few years in the way marketers do this. As the world of Internet and device applications and platforms has grown, so have the various avenues of marketing, giving way to a new breed of customers and the way they want to receive their information.
Traditional marketing, or push marketing, is still an effective resource. These options can include press releases, brochures, flyers, direct mail pieces, and business cards, among other tangible, hands-on pieces. It’s called push marketing because you, the business who is doing the marketing, are pushing out content for consumers to absorb. This is still a viable means of sharing your story and message, and there is a definite place for push marketing in a solid, well-rounded marketing plan.
However, the trend has been leaning toward pull marketing — a strategy that includes integrated marketing and content marketing. In pull marketing, consumers and prospects are seeking information about your business, and your business attracts them because of the added value and care that are give at each point of contact. The goal is to create a loyal audience of followers who return sale after sale because of the value you provide. While push marketing is more short-term and numbers-driven, pull marketing is a way to create a lifelong customer who is faithful to your brand.
According to a report by the Content Marketing Institute, 77 percent of business to consumer marketers expect to increase their content marketing efforts in 2016, and 50 percent plan to increase their content marketing spending over the next 12 months.
Whether they are paying for ads or dedicating time to building a blog, marketers for businesses of all sizes are pulling together various components to create a multi-faceted approach to reaching their prospects. Here are those components you need to engage with to develop a comprehensive Integrated Campaign.
Radio and TV
Radio offers the distinct benefit of being easily targeted to local areas of an advertiser's market. Radio stations know their demographics, and media buyers can choose those that fit their target audience. For example, if your product appeals to young families, a "golden oldies" station might not be the place to promote it.
TV is ideal for big-name manufacturers who want to reinforce their brand or to announce a new product or promotion. Its broad reach assures that some of the huge audience will be fans of the product, and others may give it a try.
Smaller budgets with the right product might do well on late-night TV, which is much cheaper than prime-time slots. Even the commercials themselves scream low budget, but judging by how many "revolutionary" cooking devices, outdoor tools and sleep aids are sold this way, it works for the right product.
Direct Mail and Email
The history of direct mail marketing goes back at least to 1872 when Aaron Montgomery Ward mailed his one-page "catalog" to homes and people began to buy from it.
Successful mailers use digital data and internet browsing info to pinpoint their mailings to those who will be most interested, according to the Data and Marketing Association. They use bold graphics backed with statistics, and keep messages short and to-the-point. It isn't junk mail to the right audience.
Email marketing is another way of reaching buyers that data point to as likely to be interested in your product. It, too, relies on internet research to find the best potential customers. People receive lots of "spam" or unsolicited email, though, so marketers must make it interesting with bold ideas and appealing graphics.
Targeted PPC
It makes sense to reach people where they are, and for this plugged-in world, that would be the internet, right? The problem is, the internet has become like a highway cluttered with roadblocks. With ads popping up continuously, and banner ads flashing, users are learning to tune out the "clutter." And the last thing you want is for your ad to be among the clutter.
With pay-per-click ads, you only pay when someone clicks on your ad. If no one clicks, you're not out any money. You're not winning anything that way either, though.
When the internet is just one part of an integrated plan, professionals who understand how to use internet marketing can recommend where and how to advertise and leverage your other advertising so it all works together.
Social Media Marketing
Social media marketing is a great add-on, but should never be your only marketing method. So what if you have a Facebook page? Somewhere, you have to tell people to go to your page. Otherwise, it's like the tree falling in the forest.
And, social media is time-consuming. Ideally, it should be updated daily so people know to check it daily. You need continuous postings, a blog that changes frequently and updated photos.
If you don't have time to do all that, you need to hire a social media specialist; someone who understands what social media can and can't do.
Professional Looking Websites
Many companies who put up a Facebook page believe it can substitute for a website. Rest assured, it cannot. A website establishes a company's legitimacy. And not just any website. It must be professionally done, packed with information, several pages long and easy to navigate.
A website isn't something you can do on your own unless you're a web designer. It's complicated and it takes time. But it is essential.
Public Relations
If you're working with a marketing group that doesn't offer public relations, they may leave PR out of your IMC. That's a mistake.
PR can get you publicity in ways you won't get on your own. But PR isn't just writing up a press release. Professionals have to then get your press release in front of editors of the publications that your potential customers read.
But editors get hundreds of press releases daily. Many times, the PR professional needs to call the editors and convince them to pull yours out of the pile. Then they must be ready to supply additional information and you, for an interview.
One-to-One Marketing
Convincing people one-by-one can be an expensive, time-consuming form of marketing. Sales calls are one such method. But other methods can help you reach many customers quickly.
Trade shows and conventions are packed with your target audience who can now put a face to your business. Now they know you, and you seem more trustworthy.
A good PR person can also plan an event for you, whether it's a book signing or a talk you give. They'll invite ideal targeted customers and the media. You'll be there to greet everyone, shake hands and network with everyone there. Pass out your business cards, talk up your benefits and hand out print materials.
That's how you integrate your marketing plan and use many media to full advantage.
