Posted by Jason Harling on Tuesday 10 February 2009
Integrated marketing
This week, I have been surprised by a couple of conversations with a marketer who is very interested in using digital channels, but hasn't yet really appreciated the basics of marketing.
The most successful campaigns continue to be those that take a holistic approach, understanding the aims and objectives in the first place, and then using the channels (on and off line) to their best advantage in order to achieve those aims.
Whilst I love the instant results and constant challenges that the digital platforms bring to us as an industry, I always remember the reason that I ended up working in Marketing in the first place - to understand the consumer, and to look at how to fulfil their needs (even when they don't know they have any). I am lucky that within my career I have always found myself in a position to be able to review a complete marcomms plan as the commercial owner of the end results. As such, I've always been clear about the overall aim of any work, and been able to judge all of the opportunities in context, rather than in isolation. I do understand the excitment of social media, and the use of social networks forms an entertaining part of my week just as much as the next person, but I think as I mentioned last week there has to be a purpose. Back to basics. Who is the audience? What are you aiming to achieve? etc etc etc.
One of my clients has just embarked upon their webinar programme as a means of attracting new clients to their user base. The joy of this piece of work however has been that it is part of their bigger plan, and they have clearly understood the reasons for using the medium, and know exactly who they want to talk to and why. Their on-going marketing plans have been adapted to include this new channel of communication, and whilst they can see lots of uses for webinars in many areas, they want to start by understanding the tool they have to ensure they fulfil its potential.
Make sure then if you do decide to start to play with the digital toys that are available, (and I strongly advise you to do so) that you know why you are doing it. Don't feel pressured into using a tool because everyone else says they are, or indeed says that you should be. Be clear on your objectives, and use the right tool for the job. That's what my Dad always told me anyway.