Integrated Marketing Communications Kitchen
Too often, small to mid-size B2B companies think that every marketing piece produced—including brochures, sales sheets, ads, websites and more—need to lead to a sale. Marketers are charged with putting in every bit of information in order to provide prospects with everything they need to make a purchasing decision.
There are several problems with this idea:
A better way to communicate
Integrated marketing communications campaigns are not necessarily meant for blasting one full and complete message via multiple mediums, and not all need the call to action (CTA) to be “Buy NOW!”
Rather, different mediums can be used to communicate varying degrees of information, with different CTAs each step of the way. For instance, a small banner ad and/or mailed postcard might ask a prospect to:
You get the idea.
And once the person calls or clicks, he or she should be greeted with a well-coordinated communications—whether personal, digital, printed or a combination of the three—to provide additional information needed to address the ensuing steps of the buyer decision process.
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WVU Draws Marketing Talent for 'Integrate 2014' Conference — WBOY-TV
The conference began Friday afternoon with a presentation from the integrated marketing communications director of NASCAR, David Higdon. "Given that there's always a different way to interact with people, the fact is that we want to be much more ..