The Expanding Definition of Integrated Marketing

(originally posted on Tuesday, February 9, 2010)

It used to be that email was the cutting edge component of an integrated marketing strategy. That is so 2003. Today 300,000,000 people are on Facebook, Twitter is speculated to be worth $1 Billion, 91% of mobile phones have text messaging capabilities, and bloggers have the FTC revising their rules and regulations as you read this.

So what’s a marketer to do? All of it.

Integrated marketing still means the same thing—use multi-channel communications to reach a media-diverse audience. But now the audience is so media-diverse that there is no predictable way to reach them anymore. In fact, preliminary data from the US Census for 2010 has prompted media pundits to declare “the death of Joe Consumer”. Meaning, there is no such thing as an “average consumer” anymore. This is actually a good thing.

At The Weinstein Organization (TWO), we’ve always believed that the power of the message is only as strong as the way it is delivered. That’s why we put a lot of emphasis on “where” the audience is when we develop our strategies. Multi-channel marketing derives its effectiveness from capturing your audience's attention from different angles, which is why we take a 360-degree view of the recipient's sphere of influence. Now more than ever your customers and prospects are jumping from email to Twitter, to You Tube, to Facebook, to SMS, and to good old-fashioned TV all from the same device—a mobile phone. And somewhere a telemarketer is smiling because she knows the phone isn’t going away.

The point we at TWO are trying to make is that if media is fractured, then fracture your message. Learn how to Tweet. Figure out how to build a better WAP file. Write a Facebook media plan. Design an iPhone app. And make it all work together with postal direct mail, email, in-store collateral, inserts, and even DRTV. That’s what we’re doing.

Because if your unique selling proposition is strong, and your strategy is sound, you should be able to shout it from the rooftops or text someone about it, and effectively make your point either way.

At TWO we believe in the power of integrated marketing. We’ve seen it work with every new technological advancement and sociological phenomenon. We market everywhere because that’s where the people are


Email Marketing-The Perfect Compliment To Direct Mail

(originally posted on Thursday, January 21, 2010)

Looking for a cost-effective way to reach your customers without sacrificing maximum impact? Interested in opening a new, alternative channel of communication with an existing customer without being redundant? You should consider email marketing.

"Email ad spending will jump to $677 million in 2011, from $492 million in 2008."--eMarketer, "Social Media and E-Mail Spending to Rise"
www.emarketer.com

E-mail marketing is an efficient way to provide timely updates, and beneficial promotional information to your customers. Designed to encourage and prompt the recipients to take immediate action--buy, download, sign-up, or direct them to the nearest store location.

Besides offering a unique creative palate for direct marketing solutions, the benefits of a well-integrated email marketing component as part of your overall strategy are numerous:

1. Inexpensive - no postage costs

2. Multi-Channel Strategy - complements all components of your strategy

3. Measurable - analyze results: open rates, click-thrus, and conversion rates

4. Easy To Test - try multiple offers, introduce a product before rolling out

5. Targeted - segment your audience and vary messages for each recipient

6. Top-of-Mind - keeps your company name and contact info in front of customers while generating awareness about new products and services

7. Builds Relationships - often resulting in customer loyalty and trust

8. Increases Credibility - increases awareness and brandishes image as industry expert with timely news and valuable tips

9. Quick Turnaround - perfect for communicating time-sensitive information

10. Immediate Action - sales, downloads, inquiries, and registrations instantly

At The Weinstein Organization we've been integrating email marketing within our clients' overall marketing campaigns for several years, and the results have been impressive to say the least. For more on how cost-efficient email marketing can complement your direct marketing efforts, contact your TWO account representative today.