For too many companies, marketing takes place in a bubble. The marketing plan is created and approved by management, the money is distributed and each department fights for its little piece of the pie.
While this approach to marketing is common, it is rarely effective. Your customers do not live in a bubble, and neither should your marketing department. Encouraging your creative team to look beyond the four walls of their cubicles and see the big picture could yield better results — and higher sales.
An Integrated Approach to Marketing Success
Companies are increasingly turning the old-school marketing paradigm on its head and taking an integrated approach to this vital business function. The integrated approach combines many different parts of the business, from the traditional marketing department to the web developers and social media experts.
This integrated approach can be remarkably effective, since it provides the most direct track between the company and its consumers. By reaching out through social media, the marketing department is able to reach the consumer directly. Integrating the company website with the latest marketing campaign helps solidify the brand and create a more unified overall impression.
The Importance of Management Buy-In
While an integrated approach to marketing is often the best approach, getting the old guard to give up the traditional approach can be surprisingly difficult. The growing success of the integrated marketing approach is starting to turn things around, but too many companies remain mired in the old ways.
If you work for one of those old-line companies, it can take some time to win management over to the new way of doing things. Presenting case studies and success stories related to integrated marketing can help, as can creating your own integrated marketing plan before heading to the corner office.
The more detail you can provide upper management, the easier it will be to convince them that an integrated approach to marketing is the best choice. Once the decision makers see how effective integrated marketing can be, they will probably be more receptive to your next campaign. As with so many things, the first step is often the hardest one.
Whether you work for a company with thousands of workers or a new startup, marketing will be key to your success. Taking an integrated approach to marketing success is one of the best ways to build your brand, boost your profits and increase your bottom line.
