Integration involves the concurrent use of multiple marketing channels - the Internet, direct mail, off the page advertising, SMS, billboards, etc - to maximise awareness and returns.
When you integrate your use of the different channels effectively, you not only achieve better sales, but also greater customer satisfaction.
Take a close look at all the major corporations and you'll see that every one of them utilizes integrated marketing strategies.
One major group we've done work for sums it up well:
“there are still a lot of people who prefer the old way
and you’ve got to cater for that…”
Here's just a few reasons why you MUST "think integration":-
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Maximize your sales opportunities: If you're selling an Internet related product or service, then definitely use online marketing as your primary channel. However, if it's not Internet related, then online marketing may not be the most effective channel for you.
For example, when someone like Anthony Robbins holds a Seminar in a locale such as San Diego, you'll find him promoting it online, on television, in newspapers, etc. It's all about maximizing your sales potential by reaching your target market the way which suits them. |
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Focus on "attention": It's easy to say you're getting a lot of attention because of an increased number of visitors to your website or blog. However, in many cases, that's purely volume - in other words, mass marketing - and often produces no result.
In one of our Guides, I use the example of my teenage nephew, a real computer nerd, who won't get away from his computer … except when his parents say, “hey, there’s a letter here for you”! He will immediately drop everything and goes and intently reads the letter. That piece of mail was probably the most effective “targeted” communication he received that day.
This simple example reinforces how easy it is to maximize attention when you think "integration" (Mail + Web OR Web + Mail). It applies in every demographic ... and it can make a huge difference in achieving your ultimate objective. |
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Refining your upgrade and renewal strategies: The only sure-fire way to maximize your renewals and upgrades is to build your relationship with your customers. And the best way to do that is by using multiple mediums - a telephone call to see how all is going, hard copy follow-up materials in the mail, regular email updates, your Blog, etc all working together.
Savvy marketers have found they can achieve as much as four times better response to their online marketing from buyers who they've acquired and / or serviced offline ... because there's a REAL WORLD sense about their business. I don't know anyone who can ignore a four times better response! |
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Focus on "precise" targeting: There are still many sectors which you simply cannot target as effectively online as you can offline. For example, if you wish to reach ALL consumers or business houses in zip code AAAAA to AABBB, then forget trying to do this solely online!
This particularly applies in the B2B sector where the enormous growth of SPAM has forced many companies to place extremely tight controls on incoming email communications. As a result, email is no longer as effective as it used to be. Direct mail is once again fashionable amongst B2B marketers ... because it does get delivered! If you're a B2B marketer, you simply cannot overlook integration. |
By all means get very active online and explore the enormous opportunities available to you on a global basis. But DON'T bury your head in the sand and think this is the only medium which can deliver sales.
Also, as outlined in The Real World Marketer, take a close look at demographics. Some mediums work better than others in almost every market and country because of demographic factors.
By thinking integration, you may just find that that there are other very lucrative avenues which can work for you as well!
  
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