An Integrated Marketing Approach - what does it entail?

If you pay a quick visit to answers.com you'll find the following definition of Integrated Marketing: "the coordination of a variety of promotional vehicles (e.g., print/broadcast advertising, public relations, direct marketing, in-store promotions) to ensure that the marketing message is consistently received by the greatest possible number of people in the target market

Phew... that's a bit of a mouthful! What does it mean to a business owner and how do you make it happen?

We believe it's all about starting with a plan. A definite vision of where your business sits in the marketplace and where you want to take it. It involves getting clear on who your ideal clients are and exactly what you have to offer them over your competitors. Follow this up with developing your key marketing messages (that are likely to differ sightly for each market segment you are pursuing, but still have a common core) and then ensuring you have absolute congruence across all of your customer touchpoints when you communicate with them.

This means that however I (as a customer) interact with your business or brand, I experience a reinforcement of your positioning - your logo, byline, website, business card, promotional material, newsletters, customer service, PR, uniforms, sponsorships, packaging, verbal brand, facilities, special offers, loyalty programs and more - everything that I am exposed to delivers a unified message and speaks with one voice.

That's the key to building brand equity and customer loyalty - when there is no disconnect between your brand promise, customer expectations and what you deliver. It's a company wide initiative that needs to be understood, embraced and delivered by all of your staff, not just those who wear the marketing hats.

Some examples that may weaken your desired position of professionalism include: 

• an old or outdated website that is seldom updated with new information
  
  
• business cards printed on flimsy stock
  
  
• using PDF attachments sent through Outlook instead of a professional email marketing module
  
  
• excess time taken to return phone calls and enquiries
  
  
• a verbal brand that focuses on what you do rather than the outcomes you deliver to clients
  
  
• no follow up once a sale has been made or a service delivered
   

Are all aspects of your marketing activity united under the one umbrella? Is anything slipping through the cracks that is weakening your desired perception in the marketplace? Take the time to conduct a marketing audit and see what steps you could take to ensure an integrated approach.