E-Quipped: Online strategies still only a part of marketing

One degree of separation might be an interesting discussion in social settings, but 360 degrees of integration is the marketing discussion that matters most.
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If it were me, and I had direct responsibility for overseeing a marketing department, working with an advertising or public relations agency, or even prepping for a future relationship with an agency, I'd ask for one thing -- and you should, too.
 
Ask for a list of 150 off-line and online marketing ideas -- 75 traditional ideas and 75 interactive and digital ideas. Accept nothing less.
 
Work with your team to flesh out the very best strategies; perhaps five of each. Then take the 10 concepts, drill them down, write a two-page brief on each one of them, and spring into action.
 
Integration is essential, but the love-fest we have with the Internet sometimes causes us to forget that you still need to drive online traffic with offline activities. Yes, I know that 2008 was the first year we spent as much time in front of a computer or handheld screen as we did a television screen, but guess what? I still receive catalogs, my mailbox is still full of junk, I subscribe to newspapers (this one) and magazines, I notice billboards, watch television and listen to the radio.
 
And here's the kicker: I actually know other people who do this, too.
 
The point is, you need to look at all the possibilities. Even the largest e-commerce-only companies do massive amounts of public relations. And conversely, the largest manufacturing and service companies -- who rely on traditional spend -- have some of the most sophisticated and comprehensive Web presences.
 
At TMA+Peritus, we have three brand principles that guide us:
 
# Our point of view. We spend too much time and money trying to be understood, and not enough time understanding
 
# It's not about breaking through, it's about being invited in
 
# The more your customers interact, the more they'll transact.
 
So, take your 10 terrific ideas and ask yourself if they meet these time-tested principles. If the green light still is on, go for it.
 
Integration, at least in the marketing world, is not complicated. It's enjoyable, productive and profitable. Best of all, it flat-out works.
 
Tom Marks is president and managing partner of TMA+Peritus: A Strategic Interaction Agency. Find them online at www.tmaperitus.com, or off-line in their offices in Wausau and Madison.

Posted via email from Yellow Door Media