The world of marketing and advertising has changed dramatically in just the last 10 years and the internet has been the driving factor behind it all. The proliferation of different marketing channels has geometrically increased the challenge to those tasked with reaching your markets effectively. Not only must you decide which channels to use but now those channels interact with each other!

The Integrated Marketing Decision-Making Process

How can a marketer, graphics expert or other partner know which channels to use? While good marketing was never “easy” or “simple” it was fairly straightforward—Radio/TV, Direct Mail and Newspaper/Magazines/Billboards! Now there’s easily over 35 different channels to select from and each requires an expert of its’ own. And how do you measure it all correctly given the interactive aspect of today’s channels?? Do you count the prospect who called in as a call-in prospect or credit it to your website? And how do you know he went to your site first?? We can help you with that.

How To Develop Your Plan of Action

A longer-term business approach suggests that a marketing plan is the proper foundation. That marketing plan will include the campaigns you intend to stage in the coming year (you don’t have to wait until January to begin! Begin where you are.), take into account seasonal patterns, choreograph the various channels selected for each campaign and determine how to measure the results of each element of a campaign and the ROI of each campaign itself. Of course you’ll want to know the overall ROI of your marketing plan on a running basis.

A short-term approach will forgo a marketing plan yet still apply the same framework for developing a single campaign. Determine the target market profile, time-frame for the campaign, channels to be utilized based on the target market’s profile (and ideally a bit of affordable market research should be done to coax out those subtle nuances that will give your campaign that really relevant edge), and how measurement is to occur. A simple to read and understand interface for campaign results should be developed and employed.

Need Help With Your Marketing Effort?

This is the world of “Integrated Marketing”; multiple channels, measurement considerations, and campaign evaluation based on hard numbers. Yes, it takes a good bit of time to develop, implement and track but it does work better than your father’s ad campaigns! So call us right now at 214-213-7445 and let’s see if we can help you.

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Phillip Crum is the Chief Idea Officer of MarketingMeasure located at 2414 Arbuckle Court Dallas, TX 75229, and is committed to the idea of helping small business owners do a better job of finding their next customer or client. He and his two sons,Tyler and Preston, also own a Sir Speedy Printing franchise and employ those additional capabilities in the overall marketing services menu of offerings. Phillip can be reached at 214-213-7445, or pcrum@MarketingMeasure.com.