January 2007

1 + 1 = 3: Best Practices in Integrated Marketing
By Laura Lowell, Impact Marketing Group

We're all bombarded with thousands of messages each day – personally and professionally. Some say it's the Internet; some say it's all the new media channels the Internet has enabled. Whatever the cause, the effect is the same. The volume of marketing messages is overwhelming to most Americans. In fact, 60 percent have signed up for the do-not-call registry; 33 percent have installed Web pop-up blockers, and nine percent have signed on to a do-not-e-mail list (and 40 percent may want to). So the question is: "How do you break through in this environment?" One answer: integrated marketing.

Integrated marketing is about combining multiple marketing elements together to achieve an objective more efficiently and effectively than by implementing any one element alone. It is the case where 1+1 really does equal 3.

What's the point of having a catchy slogan if it doesn't strengthen or support your brand? Why invest in PR if it doesn't translate into increased awareness and recognition? Why go to tradeshows if they don't produce high-quality leads? Independently, these tactics do little to attract customers and drive revenue. However, as part of an integrated marketing strategy, these and other tactics are the foundation of a marketing plan that delivers results. Sounds simple, right? Well, often the simplest things are the hardest to do. Following are a few best practices in the art of integrated marketing:

Balance strategy and tactics. Often companies find themselves with a brilliant strategy – on paper at least. When they try to implement the strategy, they run into obstacles such as channels, partners, technology, infrastructure, competition, or lack of resources. The reverse is also true. Companies can spend so much time executing that they lose sight of the business objective. They might end up with an awesome website, but no real results. To be valuable, strategy must be practical, and tactics must be integrated.

Create clear, compelling, and consistent messages. Research shows that it takes between five and nine impressions for someone to recognize a marketing message. Before this, potential customers may be aware of a marketing message, but they may not fully understand it or identify it with a particular company. This means that, for a message to get through and be understood, it must be clear (no marketing-speak or jargon), compelling (something the potential customers actually care about, not what you think they care about), and consistent (integrated into every customer touch point). Integrating messages across several touch points multiplies the value of your marketing investment.

Keep messages "fresh." This may sound like a contradiction, but in fact it is an important distinction. A fresh message is unusual language, a clever play on words, or a connection to a current event. However, the message should not deviate from the overall strategy, or be different just for the sake of being different. Unfortunately, as marketers we often get bored with our messages. We spend hours fine-tuning and testing them. Finally, by the time our campaigns launch and the messages are out there, they feel old and stale to us. But even though you're bored, your customers are not. They need to see your messages over and over again for them to register. Not necessarily the same words, but the same idea supported by the same brand.

Choose the right tool for the job. We're constantly hearing about the latest new marketing trend (blogs or podcasts, for example) and the coolest new technology (RSS feeds come to mind). However, these things are only useful if your target customers are using them. Marketing tools are like screwdrivers and hammers – they're both useful but they serve different purposes. It is critical to the success of your marketing campaign that you identify customer-preferred vehicles and prioritize them above "really hot" things. While they may be the latest fad, they won't necessarily produce the results you want.

Test your ideas. You don't have to invest millions in market research to confirm that you're on the right track. Many research services and online research tools can help you learn a lot quickly and inexpensively. A combination of qualitative and quantitative research is best, but not always possible. Testing your ideas with a significant enough sample of your target audience will give you a good sense of direction and consistency. Their input will either confirm your thinking or give you new insights, potentially keeping you from making avoidable and often costly mistakes.

Marketing should get people's attention, and convince them to consider your company's products or services over the competition. By integrating strategy, messages, and activities, you can extend the impact of marketing investments. You can more efficiently and effectively improve awareness, produce leads and ultimately drive revenue. After all, isn't that the point?

©2006, Impact Marketing Group. All rights reserved .

About the Author: Laura Lowell is the principal of Impact Marketing Group, a marketing agency offering marketing strategy, messaging and integrated marketing planning services for new and growing high-tech companies. With more than 16 years of marketing experience, Laura has launched new products and businesses, turned around problem brands, and had a really good time doing it. Contact Laura at laura@impact-mg.com or 408-832-1674.