Seven cyclical elements to a successful integrated marketing program are: mindset, measure, model, map, make, modify, and monetize.
Let's take a look at each of the elements:
Putting the Elements Into a Process
I've laid out the elements in an ordered sequence. However, the process is cyclical and you will continually move back and forth between elements. You need them all, and when you put them together, they fit in the following ways:
First, all marketers start with a particular mindset. Ideally, the marketing manager will set the proper mindset for the team, as this is the prelude to success in the other elements. This means beginning with self-awareness of company goals and objectives, and narrowing your market to the specific segment that is a perfect fit for your offerings.
After identifying your target customer, an empathetic mindset is the next stage of deliberately creating systems and tactics to help you deeply understand your customer's inner life. This inside information allows you to target your marketing to meet their needs and preferences. You'll need genuine empathy to keep your marketing from seeming creepy or invasive to your market.
A mindset of engagement allows you to put into practice your empathy for the customer. It informs how you integrate social media, email, and other "push" tactics into your overall strategy. Keep this vital step of mindset as the driving force of your marketing programs. Revisit it periodically throughout the process.
Next you'll need to measure and set up to modify. You're preparing yourself for the cycle by doing a baseline measurement and starting where you are, setting yourself up to do the modifications. You likely already have website and social analytics programs in place, but often this data is sent in a report to management, and subsequent tactical changes are not always tied to them. This process of measuring and automatically setting up to modify keeps you and management on track with campaign objectives and customer patterns.
The next elements, model-map-make, are a trio that tend to work more or less in sequential order. From developing high-level marketing objectives, to creating a website and formulating click paths, to designing your social media communications plan, this trio comprises the foundation of the system. Despite that, expect that as you refine from modeling to making, you will make discoveries that will cause you to revisit your model and your map.
Make-measure-modify are also a trio. When you design a campaign, you'll think it's wonderful. But this is the time to measure the customer's response. Upon getting the feedback from your visitors, you'll immediately see the need to make modifications. That will take you back to mapping and modeling. Model-map-make-measure-modify, over and over, with the proper mindset driving.
Finally,monetization. Convert your campaign energy to visitor actions: contact information and social engagement are part of the journey, but monetization is the end goal. Don't get lost in the process along the way.
By implementing these seven elements into your integrated marketing program, you will have a system that includes goals and objectives, conversion-focused content and design, and a strategy for measuring success and modifying results.
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Ghennipher Weeks has spent the past 13 years as a marketer working closely with IT teams to increase cross-functional collaboration, and helps teams excel in delivering great results quickly.
With deep expertise in creating conversion-driven and insightful search engine marketing and social media strategies for national and regional brands since the late 1990s, Ms. Weeks has increased online revenue for Philips, Wells Fargo, The Women's Information Network, The Allegis Group, TotalGym, Overstock.com, TigerDirect, LeoSchachter Diamonds, and others. She excels in formulating SEO, conversion, social marketing, and value-creation strategies. Ms. Weeks says, "Integrated marketing strategies are more effective, but much more difficult. Agility in execution requires measurement, accountability, and an unwavering customer focus to deliver value that makes both customers and business stakeholders happy. This raises customer, as well as shareholder value, or in relevant corporate terms: increases profits."
She actively contributes her expertise and thoughts through presentations, industry appearances, articles, and her upcoming book on integrated digital marketing.
Ms. Weeks has spoken at SES, Webmaster World's PubCon, EVO, WITI, Blissdom, Social Media Club, Agile Roots, Blogilicious, and other conferences. Notably, she is also certified in Agile methodologies as a CSM and CSPO. You can find Ms. Weeks online on Twitter, Facebook, LinkedIn, or on her blog, and a myriad of other social media sites.
December 12, 2013
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