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Aug 11

Integrated Marketing Solutions for Consumer Engagement

Quite simply, the first step towards assessing the scope of a marketing campaign is to gauge the feasibility of different avenues for communicating the USP of the advertised product or service. The list either drastically narrows down or expands when the demographic to be addressed is brought into the equation.

The term is self explanatory-integrated marketing solutions are an amalgam of sales promotions, public and media relations, corporate charitable drives and social responsibility and advertising options like social media platforms, word of mouth/referral or even crowd sourcing. The latter in fact, is an exceedingly smart strategy, for even when used during the nascent stages of gathering inputs from people, it is essentially updating consumers with a “development in the pipeline, for, of and by the people”.

The digital media avalanche, over whelming as it is, is supposed to make things easier, given its ingrained time, cost effectiveness and ease of accessibility. The challenges however are essentially two-fold. Firstly, in order to enjoy the fruits of cost and time efficiency, a significant initial investment on both fronts has to be made, from the infrastructural point of view. Secondly, not all consumers are-or want to be-or even can be-as digitally savvy as other segments of the population.

Therefore a great deal of thought and commercial astuteness must go into finding the perfect mix of traditional and new-age marketing communication methods. The biggest mistake any campaign can make is to run with the assumption that a “contemporary” method is best for an equally “contemporary” offering. Sometimes, less is more and over thinking can be costly, not only at planning/logistics stage but also in terms of losing out on impacting a significant number of existing and potential consumers.

Integrated marketing solutions don’t just blend communication channels. They blend business objects with functional (marketing) strategies, all eyes being on the upward sales trajectory. To this end, the factors to be considered are more a result of common sense than mind-boggling strategy-the nature and utility of the product, the characteristics of the consumer group using it, the pricing, place(s) and methods of purchase and how the brand image/culture resonates through via the promotional ventures.

We live in networked times-our professional, social and private lives are all about who we know, how we know them, why should or shouldn’t we know them and how would one spider-web of relationships be better or more important than the other. If only, the threads of these webs had the remarkable strength of the actual spider-web! Whilst the virtual nature of our daily life has brought us all closer, its DE humanizing effect, with the lack of physical presence, touch and face-to-face communication has made us more fragile and vulnerable than we care to admit.

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