Back to the future ... integrated marketing the only way to go!By Way of Background ... Our Vision In 1982 And 1992 In 1982 when this publication was launched in a pioneering act as Telemarketing telemarketing, the practice of selling goods or services to customers by means of the telephone or of surveying consumer preferences in telephone conversations. [R] magazine ... we called it "The magazine of electronic Marketing and Communications." [ILLUSTRATION OMITTED] In June 1992, I updated the tagline of this magazine to "The magazine of integrated marketing." Looking back, we were humbled to note that our vision was 20/20! As I predicted 22 years ago, today, electronic marketing is an extremely important component of our marketing mix. Also, as I predicted exactly 12 years ago in my Publisher's Outlook (June 1992 issue), Integrated Marketing is "The Wave of the Future." Well, that future is NOW. Today, Integrated Marketing is THE ONLY WAY TO GO. I will try to prove it to you in the following discussions. Components Of Integrated Marketing Among many other things, the following are the main ingredients of Integrated Marketing: * Newspaper * Radio * TV * The Internet * Direct Mail * Target Marketing * Database Marketing * Public Relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most * Custom Portals * Telemarketing * Print Advertising * Trade Show Marketing * Relationship Marketing * E-mail Marketing Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. * Search Engine Marketing Definition The American Heritage American Heritage can refer to:
"To make into a whole by bringing all parts together." When newspapers were invented, they gradually became an important tool for marketers. When radio was invented, some uninformed marketers said, "Well, that's the end of newspapers." That was nearly 60-plus years ago. When TV was invented, the same people said, "That's the end of newspapers and radio and so on!" Today, we know that those misguided comments were nothing more than hogwash hog·wash n. 1. Worthless, false, or ridiculous speech or writing; nonsense. 2. Garbage fed to hogs; swill. hogwash Noun Informal nonsense Noun 1. . Yes, newspapers, radio, TV and the Web are still around and they are all serving an important function in marketing. To the extent that people have different taste, some prefer print, some prefer the Web, some prefer the mail, etc. Conventional wisdom dictates that if you want to reach your total market, you have ONE AND ONLY ONE SOLUTION and that is Integrated Marketing, encompassing ALL of the above components. Under the title of: Top 10 Tips To Become A More Effective Marketer, Reed Business Information Reed Business Information is a large business publisher in the United States, United Kingdom, continental Europe, Australia and Asia. It is a division of Reed Elsevier. In 2005, Reed Business Information started the Quill Awards, a literary award broadcast on NBC. writes: "Understand that one advertising medium can't do it all. An integrated approach of print and online initiatives will allow you to better accomplish your goals and objectives." "To reach their goals, marketers need to piece together their own custom Integrated Marketing Solution." IBM (International Business Machines Corporation, Armonk, NY, www.ibm.com) The world's largest computer company. IBM's product lines include the S/390 mainframes (zSeries), AS/400 midrange business systems (iSeries), RS/6000 workstations and servers (pSeries), Intel-based servers (xSeries) AGREES! Ed Abram, vice president, Integrated Marketing Communications Integrated Marketing Communications Definition The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or , IBM Global Sales and Distribution writes: "Our research proves that effective marketing campaigns require end-to-end, multi-touch campaigns. You can't drive business with a single touch." Search Engine Emerging As A Valid Component Of Integrated Marketing Richard Hagerty, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of IMPAQT, writes: "The advance and acceptance of search as an interactive marketing option has prompted a number of companies to develop tools and metrics to measure and analyze search performance. These tools and processes, called Search Analytics, are based upon marketing parameters such as reach, frequency and impressions, and have been utilized for years in the direct marketing industry. Marketers are using these factors to improve their campaigns by changing their keyword selections for natural or paid placement, adjusting content and testing landing pages and ad copy to monitor ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). indicators against search term visitor information." American Business Media American Business Media is an association of business information providers that was founded in 1906. Currently, the association has more than 300 member companies and delivers business intelligence to industry, Madison Avenue, Wall Street and the Beltway, representing almost 5,000 Association Offers Valuable Advice On B-To-B CONVERGENCE: "WHEN ONE PLUS ONE EQUALS FAR MORE THAN TWO The business universe gets more competitive and more demanding every minute. Both the pace of business as well as the number of participants are continuously increasing. What does that mean for marketers? It means that they are battling for attention against an ever-shrinking time frame in an ever-more crowded arena. Business-to-business advertising eliminates many of the obstacles. In a high-attention venue, with an involved and deeply interested audience, advertisers have the time, the attention, and most of all, the interest of audience members. That's why it makes good business sense to extend the advertising impact by taking advantage of the multiplicity of media platforms b-to-b vehicles offer. A combination of print advertising, Web site presence, trade show appearances and conference sponsorships means an advertiser's impact on the audience is magnified geometrically." The Bottom Line Hopefully by now, it is abundantly clear that to succeed in today's ultra-competitive business world, marketers must develop a cutting-edge marketing strategy by effectively using every component of Integrated Marketing. And ... let us all remember that marketing is NOT a part-time job, there is NO shortcut (1) In Windows, a shortcut is an icon that points to a program or data file. Shortcuts can be placed on the desktop or stored in other folders, and double clicking a shortcut is the same as double clicking the original file. in marketing and if you don't market, you don't exist!! Oh yes, always remember effective positioning and differentiation. As always, I welcome your valued comments. Please e-mail your comments to ntehrani@tmcnet.com. Best wishes. Sincerely yours Adv. 1. sincerely yours - written formula for ending a letter sincerely , Nadji Tehrani Nadji Tehrani is an American businessman, the founder and CEO of Technology Marketing Corporation (TMC), which publishes magazines and runs conferences devoted to the business of telemarketing, a word on which Tehrani himself holds a registered trademark. Executive Group Publisher Editor-in-Chief For information and subscriptions, visit www.TMCnet.com or call 203-852-6800. By: Nadji Tehrani, Executive Group Publisher, Technology Marketing Corporation |
|
||||||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion