Discovering More About Integrated Marketing Communications

Integrated marketing is best described as “the management of three interconnected business drivers.” Under this business strategy, the business seamlessly optimizes its brand by identifying the unique characteristics of the brand, by training personnel and by launching an aggressive integrated marketing communications program. In order for an enterprise to succeed all three components must come together so that the success of the brand is directly proportionate to the success of the business in merging the three tiers.

The brand is usually characterized by the business model, the product designs, the organization’s culture and the external presentation of these attributes. Defining the products and services that comprise the brand and develop a strong support network is an important preliminary step in any integrated marketing program. This process is similar to determining the company’s mission statement but goes a several steps further.

The second phase of an integrated marketing program is to train all employees so that they understand the culture of the business. Businesses often rely upon their HR departments to initiate the corporate culture and to sustain this ongoing strategy until high performance, consistency and product knowledge are ingrained in the workforce.

With these two sectors in place, the business is now ready to launch its integrated marketing communications program. This multi-dimensional approach is intended to add reach, enter new marketplaces and use both business-to-business and business-consumer marketing approaches to maximize the return by expanding the customer base and increasing sales.

With more and more businesses and consumers purchasing online, the need for a strong online presence is imperative. In today’s marketplace, an online presence is more than the whimsical creation of an information site. Today, an online presence must be well planned, diverse and comprehensive.

The use of social media is one aspect of the company’s marketing policy. There are many social media outlets that can bring consumers to your site or to your brick and mortar locations. Again, the social media message must be consistent with the corporate culture and brand.

Many businesses now have presences on Internet platforms like Facebook, LinkedIn and Squidoo. These same businesses are apt to use YouTube where poignant messages can be delivered. Twitter is the fastest growing social media and should be part of every integrated marketing program.

As can be seen, the implementation of this marketing strategy will require the launching of a coordinated effort that will require ongoing management. Whatever characteristics the integrated communication program utilizes must remain consistent with stages one and two of your comprehensive marketing strategy.

Marketing Communication and Small Business – Pluses and Pitfalls

Although it is universally acknowledged that communication is an essential tool for establishing and maintaining relationships in any sphere of life, small businesses are often guilty of either ignoring or making a right royal botch up of their marketing communication.

This is obviously not intentional, but rather a by-product of the stresses and strains of the daily running of a small business. A lack of time, resources and awareness all contribute to marketing communication either falling off the small business agenda altogether or being implemented in a haphazard and often damaging manner.

This is unfortunate (but can easily be corrected!) because effective marketing communication can be such a asset to a small business. Here are just a few potential benefits:

1) Building your businesses “brand” through increased awareness.

2) Attracting your “ideal” customer rather than just any customer.

3) Establishing your credentials in your field of business.

4) Increasing turnover

5) Giving your business a “voice” which customers can relate to.

If your marketing communications can achieve those 5 points then you will be laughing all the way to the bank.

The flip side of the picture is less rosy – and unfortunately more common for small businesses. Here is what can happen when your marketing communications are haphazard and unplanned.

1) Your business “brand” and business “voice” are undefined and thus of no benefit to you.

2) The customers receive mixed messages about what they can expect from your business.

3) As a direct consequence of (2), your business cannot hope to meet all of your customers expectations because these are based on erroneous assumptions.

4) The consequence of (3) is that you fail to build credibility in the market place.

5) The upshot of (4) is decreased turnover.

The harsh truth is that, in this scenario, a small business may have spent good money to create an unhappy customer! Such is the power of communication, and small businesses are doing themselves a disservice by not paying adequate attention to their marketing communication.

Embrace the Marketing Community

Today is just another day of marketing, learning new ways to turn your leads into a relationship that will benefit both parties. I believe that I can help one person a day just by writing this blog and supporting them in someway.

The marketing community has the best support for online marketers. When you plug into any of the marketing communities with or without a membership, there are people to support you with expert training and support from marketers of all ages and in all stages of marketing. The people you connect with are having or had the same experiences as you are having now in marketing. They love to help you grow, take pride in the way they share and are more willing to point you in the right direction.

Some of us start sell products that enhance your health and well-being and as we grow in our experience we want to pay it forward. This confirms that the training we complete is worth it’s weight in gold. Paying it forward not only enriches your income, it all so enriches your soul. Training is great and the community backs it up with sharing their experiences on web sites and pages they create on social site like twitter and face book.

Marketers that have integrity will introduce you to education supportive companies with a marketing platform that bring income opportunity. Education with the steps that lead you to success. We share secrets of the trade and direct you how to use them. Back it up with webinars, three-way calls, seminars, conventions and when needed one on one training.

Marketing is introducing people to the opportunity to train with companies that have trainers that making 6 to 7 figures and are willing to train you how to do it. We take pride in our education and teaching it to you. As you plug-in the world of marketing unfolds in front of you, most of the training that I am doing I earn as I learn, so it pays for its self every month. This is why we are so passionate about what we do and how we can make the claims of success.

Some of us start at the bottom level and the only way to go is up. As we market and learn the tricks of the trade a wealth of knowledge unfolds. We are excited about how far we have come and that is why we can’t wait to promote the people and the products they introduced us to. Embrace the marketing community, go forward with your team building relationships, wealth and success.

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