Marketing Thought Bites
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How To Plan an Integrated Campaign Marketing campaigns increasingly need to balance traditional media, interactive media and public relations. Your communications support team needs to be well informed, balanced in their recommendations and totally connected – because you will need a wide range of re-
Think strategy first, target next, and tactics last.
sources to implement your campaign.
Instead of Pushing Out a Message, Pull In a Customer.
Put your web real estate to work. According to Jakob Nielsen,
Online communications shift the consumer from push marketing (which gets in his face whether he wants it or not, like TV commercials or billboards) to pull marketing. Pull marketing is customerinitiated. That is, customers search out the information or products they want and pull it from us on their terms. This changes the tone of the conversation between the marketer and the customer.
the “father” of web site usability,
The marketer no longer has to shout (and he’d better not!), but he does have to go the extraordinary
“Home pages are the most
lengths to be there when the customer goes looking for him. The fact that the customer wants your
valuable real estate in the world. Each year companies…
message makes it more valuable. It moves web sites, PR and other “pull” communications away from advertising and toward customer service.
funnel millions of dollars through a space that’s not even a square foot in size. For good reason…. The home page is your company’s face to the world.”
Reshape the Sales Funnel. Give customers more information so it’s
The new media and younger demographics
easier to buy. This shortens the sales funnel.
favor a confident, relaxed approach and a new
Open multiple sales channels, so your
openness or transparency. Your communications
customers can choose to buy the way they
team should be articulate, persuasive and
want to. This broadens the sales funnel,
honest, able to execute with the objectivity of
allowing more sales to get through.
journalists, rather than advertisers.
Use creativity and inventiveness to attract attention and connect with customers.
© december 2008
be cool… and transparent.
Choose your marketing team Sooner Rather Than Later. Sound campaigns begin with strategic thinking, which is best done early in the process – although anytime is better than not at all!
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