Tag Archives: Integrated marketing communications

Important Things To Remember When Planning An Integrated Marketing Campaign

mp900387728The American Association of Advertising Agencies was the first organization to define the term integrated marketing in 1989.  They defined it as, “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other”.  A lot of time has passed since the AAAA first defined what the new marketing approach was, but not much has fundamentally changed in the idea since it was defined.  Over the past decade internet marketing has really changed the world of marketing, and now business and companies from around the world are looking for the best way to advertise to their customers.

Despite the new kinds of marketing methods people use, it’s seems that integrated marketing is the best way to get customers excited and engaged about a product.  It’s very possible that you’re company is using an integrated marketing approach without even being aware of it.  If you launch a print ad campaign for a certain product along with an online campaign and a TV campaign, you’ve been using integrated marketing.  If you want to ensure that you’re getting the most out of your next integrated marketing approach, be sure to focus on these following things.


Many companies choose to use an integrated marketing approach because one method of advertising may have other positive qualities and attributes that another is lacking.  And when companies decide to use the two different methods, one method’s positive attributes can make up for what the other is lacking.  Leveraging the strengths of one method to offset the weakness of another can do a lot to improve the effectiveness of your campaign and may also even be able to reduce the costs.

The proper leveraging of marketing methods requires an in-depth understanding of each method, and an in-depth understanding can only come from research of the past marketing methods you’ve used.  Take time to think about successful ad campaigns that you’ve had in the past, and once you figure out which methods worked best and which ones didn’t, you can know which methods you can use to leverage each unique strength and weakness.

Return on Investment (ROI)

The most creative and groundbreaking advertising campaign won’t help a company if it’s too expensive for them to finance.  Sustainable and stable business requires profit, and conducting an integrated marketing campaign that’s too expensive won’t help your business in the long run.  In today’s advertising world there are far too many people who mistake “influence” and “identity” with “investment”.  Any ad campaign that doesn’t improve relationships with current customers, increase profits, or reduce operating costs is simple a waste of resources.  If you have an ad campaign and can’t clearly define how it will cause any of the previous things to happen, you need to rethink your approach.


Your integrated marketing campaign is probably going to require some of your departments to work together to make it happen.  Sending frequent email updates and simple communication isn’t enough to make an integrated marketing campaign work.  Your sales department, customer service department, social media team, and regular marketers all need to be able to work together in order to make a large campaign work.  Before you start developing an integrated marketing campaign, make sure that your employees are truly ready to handle it.

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James Cash is a marketing specialist and part time writer.



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Slow and Steady Wins the Race; a Realistic Approach to Internet Marketing

OK we all know the story of the tortoise and the hare.  Everybody wants to get rich quick, and instant gratification has been the name of the game since thehippies were smoking pot and eating acid at Haight-Ashbury. This is especially true in internet marketing.  How many schemes have you seen where you can “make $5000 a month from home with a third grade education and a laptop.”  No typing skeels required! Although few fall for that kind of hype, there is a general tone that I feel to be dangerous:  this is a really easy way to make a decent living without really having to work all that hard.

Most successful people will tell you the secret to their “overnight success” is just plain hard work: 10% inspiration and 90% perspiration.  Marketing in today’s environment is no different.  My mentor and instructor at USF Jay Berkowitz, is one of the hardest working guys I know.  He does a free webinar every week, countless public speaking engagements, teaches courses, and still has time to run a successful business.  He must never sleep.

99% of my clients who fail, do so for one reason and one reason alone:  they quit.  The ROI they thought would come in from and integrated internet marketing campaign didn’t show results in the first month.  They sent out an email campaign once and got almost no feedback other than a few people accusing them of spamming, so they quit.

The key to a successful campaign is in the longevity.  After you set up all your social media profiles, after you have syndicated your publications, after you have turned your website into a call to action and optimized it so it can be found on the web, after you have restated your value proposition so many times that your cat has it memorized, then the tough work begins.  That, unfortunately is when most people give up.  They think that they have done so much work they deserve some sort of reward – NOW!

It doesn’t work that way.  Look at my WordPress blog:

I started about 20 months ago at square zero.  I was ripe with new training and wanted to take my internet marketing to the next level, so I gathered all my blogging notes from over the years and jumped into it.  471 posts later (I do have a little secret) I now have had over 25,000 views, 1300 follower, and yes, a decent business.  I work on it a few hours a week, sometimes scheduling a week’s worth of blogs at a time, but I keep at it.  One of the best ways to keep track of everything is to create a “content schedule” and stick to it. There is nothing secret about the secret to success.  If you don’t have the time or infrastructure to do this  there are scores of people out there like Bay Integrated Marketing that will either do it for you, or teach you how to do it yourself.  The important part is that it gets done.

Just like any other program, “It works if you work it!”


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