Consumers sometimes fail to differentiate between marketing strategies from different companies, getting confused by mixed messages. This highlights the need to have an integrated campaign. This task has been made harder by the introduction of new methods brought by the internet.
A successful marketing campaign will utilise both online and offline methods together in a partnership to use them to their full potential. If companies just concentrate on offline methods it could be said they are not moving with the times or keeping up with their target market. Online methods such as e-newsletter, article marketing, having a presence on twitter and social networking sites can either strengthen relationships with consumers by encouraging them into two-way communications or bombard them if not used correctly.
When thinking of a marketing plan the following questions should be asked:
- Situational analysis – Where is your business now?
- Objectives – Where do you want it to be?
- Public - Who are you saying your message to?
- Message - What are you saying to them?
- Methods - How are you planning on telling them?
- Timescale - When are you going to tell them by?
- Budget - How much will it cost you to tell them?
- Evaluation and review - Have you told them effectively and do they now know what you wanted them to?
It is extremely useful to set objectives at the beginning of the campaign as they can be used as a benchmark for measurements and also as a constant reminder of where you want the business to be.
If all the above questions are thought about in turn and implemented together in a well thought out, cohesive and integrated campaign it is highly likely that your marketing will be effective.
In reality the key to an effective campaign isn’t one thing it is making sure that all the elements work together.
Article Written by Carli Smith
Visit Inferno Designs for more on Web Design, Search Engine Optimisation.
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