Integrated marketing is a hot topic in the marketing world. The ClickZ Network just featured an article related to integrated marketing, as did the Marketing Conversation blog. Everyone’s talking about the need to move away from communication silos. We all recognize that a unified marketing campaign will help us foster better relationships with our customers, but no one has really come out and said what is preventing companies from making the change.
Well, I may be going out on a limb here, but I’ll say it….Integrated marketing is a lot of work. Uniting different channels into one marketing campaign is not an easy task — especially as new channels like social media come into the mix. My question for all you marketers is who is putting in the effort to integrate?
I’d like to use this blog to highlight companies that practicing symbiotic marketing — an integrated marketing campaign that focuses on establishing a mutually beneficial relationship with the customer. If you feel a company has a stellar integrated marketing campaign, post a comment and tell me the name of the company and why you consider it’s successful at symbiotic marketing.
Filed under: integrated marketing, symbiotic marketing | Tagged: integrated marketing
I think part of the success of companies that do this well includes the right metrics. Is the marketing team being measured on how many leads or impressions they get per channel? How about looking at it from the customer’s perspective. Let’s determine how many different channels they use before acting!
Companies that do this well don’t just look at marketing campaigns. They create an entire strategy which encompasses all media types and channels.